If You Don’t Believe in Your Advice, Why Should They?

If a customer can sense you're uncertain — whether it's about the product, the provider, or the importance of the cover — that hesitation speaks louder than your words. It plants a seed of doubt.

And when there's doubt, there's usually a “no.”

You need to be just as confident presenting protection advice as you are with mortgages. Because your belief sets the tone for theirs.

So how can you boost that belief?

✅ 1. Know your provider strengths inside out Don’t just learn the top 3 features — understand the real-world value. Whether it’s Holloway’s rehab support or British Friendly’s Friendly Voice, confidence comes from knowing which clients benefit most and being able to explain why.

✅ 2. Don’t ask for a budget Instead of letting a customer box you into a £20 budget they made up on the spot, lead with a compelling, tailored solution. Present with clarity and conviction — and the conversation becomes about value, not price.

✅ 3. Use proof and stories Confidence grows when you’ve seen it work. Share real client outcomes (like the one who wrote to thank you 11 years later after a claim). The more examples you can recall and retell, the more anchored your belief becomes — and the more trust you earn.