{"id":47136,"date":"2019-11-14T07:01:29","date_gmt":"2019-11-13T21:01:29","guid":{"rendered":"https:\/\/riskinfo.com.au\/news\/?p=47136"},"modified":"2020-01-27T13:34:52","modified_gmt":"2020-01-27T02:34:52","slug":"the-three-critical-elements-of-value","status":"publish","type":"post","link":"https:\/\/riskinfo.com.au\/news\/2019\/11\/14\/the-three-critical-elements-of-value\/","title":{"rendered":"The Three Critical Elements Of \u201cValue\u201d"},"content":{"rendered":"<!-- Either there are no banners, they are disabled or none qualified for this location! -->\n<div class=\"header row\">\n<div class=\"intro\">\n<h3>As the life insurance industry continues its transition under the Life Insurance Framework remuneration reforms, respected industry contributor, Chris Unwin, says it\u2019s becoming more critical than ever for advisers to deliver a quality advice experience for their clients, which in turn creates the perception of value in their mind.<br \/>\nHis message in highlighting the critical importance of delivering value \u2013 and being seen to do so \u2013 is that this can open doors to new advice business model possibilities that don\u2019t necessarily rely solely on commissions to be sustainable\u2026<\/h3>\n<\/div>\n<\/div>\n<p><!--more--><\/p>\n<p>As we begin to move ever closer to a fee based remuneration model and away from a commission based remuneration model, it becomes more and more important that we are creating a <strong>quality experience <\/strong>for our clients rather than just completing transactions and ticking compliance boxes, thereby <strong>creating a perception of value <\/strong>on their part.<\/p>\n<p>There are three crucial aspects of value:<\/p>\n<ol>\n<li><strong>Creating Value<\/strong><\/li>\n<li><strong>Communicating Value<\/strong><\/li>\n<li><strong>Differentiating Your Value<\/strong><\/li>\n<\/ol>\n<h3>Creating Value<\/h3>\n<p>There are many steps we can take in the initial advice process that <strong>add real value for our clients<\/strong>:<\/p>\n<ul>\n<li><strong>Positioning personal protection<\/strong> within the context of your client\u2019s overall financial plan<\/li>\n<li>Prepositioning a <strong>\u201cwants analysis\u201d <\/strong>as opposed to a needs analysis<\/li>\n<li>Introducing up front the key concepts of <strong>long-term business relationships <\/strong>and <strong>regularity and continuity of service<\/strong><\/li>\n<li>Asking questions that facilitate our clients verbalising what financial outcomes they would <strong>want <\/strong>in specific \u2018what if\u2019 situations<\/li>\n<li>Pre-application underwriting N.B. <strong>Managing clients\u2019 expectations<\/strong> and painting the worst-case scenario<\/li>\n<li>Presenting recommendations in a <strong>client friendly format<\/strong><\/li>\n<li>Educating your clients on the underwriting process and <strong>committing to facilitating and accelerating the process <\/strong>where possible<\/li>\n<li>Being proactive not reactive during the underwriting process and <strong>keeping in regular contact with your client<\/strong><\/li>\n<li>Have a face to face meeting with <strong>every new client<\/strong> once policy documents are issued<\/li>\n<\/ul>\n<h3>Communicating Your Value<\/h3>\n<ul>\n<li>Most of the problems are in <strong>your<\/strong> head, not the client\u2019s. You are already giving value \u2013 therefore any changes needed will be in your <strong>mindset <\/strong>rather than your process<\/li>\n<li>\u201c<strong>Value\u201d<\/strong> <strong>is perceived not specified. <\/strong>It is an <strong>awareness <\/strong>on the part of the client that comes with enjoying a <strong>quality experience <\/strong>rather than experiencing a transaction<\/li>\n<li>Paying for quality advice will be an <strong>expectation <\/strong>of quality clients \u2013 therefore make it a question of <strong>which fee structure<\/strong> rather than whether a fee as early in the process as possible<\/li>\n<\/ul>\n<h3>Differentiating Your Value<\/h3>\n<ul>\n<li>Avoid using terminology that creates a negative perception \u2013 there are many words and phrases commonly used by advisers that create a negative perception and thereby enable potential clients to put up the shutters and say \u201dNo\u201d<\/li>\n<li>Intergenerational Advice \u2013 we need to educate pre and post retirees that the biggest financial threat to their retirement nest egg is if one of their kids or grandkids were to suffer a major illness or injury without proper protection being in place<\/li>\n<li>Level Premiums N.B. Trauma Cover \u2013 the key to your clients reaping the maximum potential benefit from their Trauma Cover is to ensure that they can continue the cover for the maximum possible period<\/li>\n<li>Child Trauma Cover \u2013 should be sold not as an optional extra but as an automatic inclusion<\/li>\n<li>\u201cP Plater\u201d Protection \u2013 a Trauma policy covers the five most common injuries sustained in car accidents. Therefore, how many parents of P Plate drivers would not want to convert their kids\u2019 Child Trauma sum assured into Adult Trauma Cover if they knew this?<\/li>\n<li>Overcoming the Price Barrier \u2013 the Percentage Concept. Don\u2019t focus on the dollars and cents that your client\u2019s personal protection package is costing; focus on the percentage it represents of the income they are securing \u2013 it will always sound like less<\/li>\n<\/ul>\n<div style=\"background: #eaeaea; padding: 20px; margin-bottom: 20px; clear: both;\">\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-46687\" src=\"https:\/\/riskinfo.com.au\/news\/files\/2019\/10\/Chris-Unwin-2.jpg\" alt=\"\" width=\"150\" height=\"180\" \/><\/p>\n<p><em>Chris Unwin is delivering a national roadshow series of \u2018Value Proposition Workshops\u2019 for advisers from late November\u00a0\u2013 <a href=\"https:\/\/www.chrisunwin.com.au\/pages\/value_proposition_workshop_2019.html\" target=\"_blank\" rel=\"noopener noreferrer\">register now<\/a> in your capital city for a bucketful of incredibly valuable client engagement tools in the risk advice space as well as 6 CPD points. <\/em><\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<p style=\"text-align: center;\"><a  class=\"vc_btn vc_btn-black vc_btn-sm vc_btn_square \" href=\"https:\/\/riskinfo.com.au\/adviserfocus\/\" >Back to Adviser Focus Main Page&#8230;\u00a0<\/a><\/p>\n<!-- Either there are no banners, they are disabled or none qualified for this location! -->\n","protected":false},"excerpt":{"rendered":"<p>As the life insurance industry continues its transition under the Life Insurance Framework remuneration reforms, respected industry contributor, Chris Unwin, says it\u2019s becoming more critical than ever for advisers to deliver a quality advice experience for their clients, which in turn creates the perception of value in their mind. His message in highlighting the critical [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":47139,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6868],"tags":[],"class_list":{"0":"post-47136","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-adviserfocus"},"_links":{"self":[{"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/posts\/47136","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/comments?post=47136"}],"version-history":[{"count":0,"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/posts\/47136\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/media\/47139"}],"wp:attachment":[{"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/media?parent=47136"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/categories?post=47136"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/riskinfo.com.au\/news\/wp-json\/wp\/v2\/tags?post=47136"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}