As the word ‘sales' has been forcibly removed from advisers' vocabularies, so the use of traditional sales aids has fallen by the wayside. So, Carmen Reichman asks, how are advisers communicating with the clients of today?
Anyone remember critical illness top trumps? No? Well that's not particularly surprising, as most advisers claim they barely recognise the term 'sales aid' any more. Few confess to having ever used them. Sales aids, as the name suggests, were traditionally provided by product providers as a way of helping advisers explain their products. Replace the word 'explain' with 'shift' in that previous sentence and you begin to get an idea, perhaps, of what went wrong. The most iconic sales aid in living memory, perhaps, was the Reinsurance Group of America's (RGA) Top Trumps-style card gam...
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