Sales Drive During a Time of Coronavirus

CAE

SALES DRIVE AUGUST 2020

BACKGROUND

The Issue The Covid crisis has had a devastating impact on the methods, processes, psychology, and the financial and emotional realities of sales in the life assurance space. This is a challenge that needs to be addressed with clarity and confidence for advisers and their clients.

CHALLENGE We Need Sales No business can thrive without sales. The marketplace is distracted by anxieties around life and death, livelihood and unemployment, rising prices, a falling economy, social uncertainty and general negativity.

In such an environment, the perceived 'grudgepurchase' of risk and investment products take a back seat when most people are prioritising their share of wallet.

ADVISER VALUE We can position Liberty and its advisers as invaluable guides through the dark forest of the present, with a clear view of genuine and navigable pathways out of the darkness into the light of financial freedom.

OPPORTUNITY

INSIGHT

IT'S A SHITSTORM Advisers and their clients are inundated by a barrage of bad news, self-doubt, financial anxiety, economic uncertainty, social isolation, and the constant noise of overwhelming negativity coming at them from all quarters.

These are all terrible but temporary – real life is longer than today – and we have to plan for tomorrow.

GOAL

A REAL BOOST Equip and enhance adviser behaviours towards tackling the Covid reality with all the clarity and confidence of the new brand promise – in it with you – resulting in a boost to morale and sales.

OBJECTIVES EMPOWER Provide inspiration for decisive action Provide insights to inform conversations Support relationship building, upselling and retention

CAMPAIGN STRATEGY ACKNOWLEDGE THE REALITY OF THE CHALLENGES THEY ARE FACING WITH EMPATHY. AT THE SAME TIME, OFFER A UNIFIED PLATFORM FOR ACTION. WE BACK THIS UP WITH A SERIES OF POSITIVE AND PRACTICAL TACTICS DESIGNED TO HELP ADVISERS GET THEIR MOJO BACK, AND THEIR SALES BACK ON TRACK.

CREATIVE STRATEGY QUALITY CONVERSATIONS We will create a series of positioning platforms that support the five conversations that advisers can have to benefit their clients and reinforce the message areas in the brief.

COHORTS These platforms will

CREATIVE STRATEGY

apply to all clients and prospects, but we can tailor the specific content of the messaging to the particular needs of women and Afropolitans.

CREATIVE STRATEGY PRESS PAUSE We will base these platforms on the idea of taking a moment to reconsider reality in the face of the storm of Covid negativity.

CREATIVE STRATEGY INTEGRATION Each platform can be rolled out over the campaign period and be used to build up an integrated series of quality conversations that contain all the strategic imperatives of the Liberty sales Drive.

CAMPAIGN THEME

Let's Press Pause And fast Forward Sales!

CAMPAIGN CREATIVE HAVING ESTABLISHED THE CONCEPT AND MESSAGING, WE THEN ROLL OUT A SERIES OF SUPPORTING COMMS THAT PICK UP ON AND DEVELOP THE PROMISE OF HOW AN ADVISER CAN GIVE A CLIENT THE TIME AND SPACE THEY NEED TO RECLAIM THE LIFE THEY WANT.

ROLL-OUT - 1 LET'S TAKE FIVE AND GIVE YOU A BREAK MESSAGES: 1. With so much noise in the world here's some good news about sales.

2. We empathise with what's going on and here's our plan to get beyond it.

3. Here's why our new positioning is your great opportunity to connect and sell.

4. Here are the tools to help your clients take control.

5. How to run a quality conversation around budgeting.

ROLL-OUT - 2 LET'S THINK THINGS THROUGH LIFE IS LONGER THAN TODAY MESSAGING: 1. Covid is the big news of the day and here's how we've got your clients covered.

2. Your clients think everything is about Covid – but here's what else is at stake.

3. How and why we cover for the usual unexpected events and health issues.

4. Check out our claims pay-out numbers.

5. People are living longer, and here's how to plan longterm.

6. How to run a quality conversation around planning.

ROLL-OUT - 3 LET'S TAKE A MOMENT TO RECONSIDER YOUR OPTIONS MESSAGING: 1. Sometimes it feels like there's nothing you can do – here's what your clients can do right now.

2. Let's talk about our uniquely personalised options.

3. Here's how you can help your client change their lifestyle to influence their risk profile.

4. Once we know where they want to get, here's how we make it happen.

5. How to run a quality conversation around prioritisation.

ROLL-OUT - 4 LET'S STOP THE NOISE AND LISTEN TO YOUR FUTURE MESSAGING: 1. Let's look at where they are and what they've achieved so far.

2. We can't predict the future, but here's how we control this day/month.

3. Let's talk about their life goals and how to get to financial freedom.

4. Check out our investment pay-out numbers.

5. Let's see how we match tomorrow's life goals for today's income.

6. How to run a quality conversation around setting new goals.

ROLL-OUT - 5 LET'S USE NOW TO BUILD WHAT COMES NEXT MESSAGING: 1. Congratulations on getting to the end of the sales drive – here's what's next.

2. See your Sales Directors Challenge criteria for next year.

3. Choose the unique prize you'd most like to win in your category.

4. Let us know the behaviours you've changed and how they helped.

5. Share a story of onboarding a new client during the Covid crisis.

6. Send in your client ratings.

7. How to run a quality follow up conversation with your new clients.

SUMMARY The opportunity to silence the chaos and plan beyond the madness will be profoundly appealing to advisers.

It also provides an accessible platform for structured conversations with clients.

Once the concept of pressing pause and taking the time to rethink establishes itself, there is no end of messaging that we can wrap around this platform.

ONE MORE THING

There is also plenty of above the line and social media potential in the concept‌

Let's Press Pause And Take Back Control

Let's Press Pause And Take Back Control

Parkinson's Law tells us that the more money we have more money will spend.

Parkinson's Law tells us that the more money we have more money will spend.

Your liberty advisor will tell you something different.

"The more you budget, the more money you have."

Your liberty advisor will tell you something different.

"The more you budget, the more money you have."

Let's take a moment to work according to this Liberty Law so we can put some of your money towards building your financial freedom.

Let's take a moment to work according to this Liberty Law so we can put some of your money towards building your financial freedom.

You'll be surprised how easy it is when there's someone in it with you.

You'll be surprised how easy it is when there's someone in it with you.

In it with you

In it with you