Conversations avoided
Protection gets left until the end, introduced apologetically or passed on without a clear next step.
Sales training for mortgage and protection broker firms
More Leads. More Sales. More Referrals. Less Clawback.
Get more from the business you work so hard to bring in.
I help financial services firms turn more enquiries into sales, build client relationships that generate referrals and strengthen the conversations that help business stay on the books.
How? By helping your team understand what makes clients act, hesitate, stay or walk away. Then improving how they connect, recommend and follow up.
Sales training that gets to the human behind the decision.
Better conversations. More business. Better decisions.
The cost of a stalled conversation
Your team ticked the box. Did the client understand?
Protection was mentioned. A quote was sent. The client said, “I’ll think about it.”
But where did the conversation actually stop moving?
Recommendations stalled
Clients receive information without fully understanding why the recommendation matters to them.
Follow-up without progress
Your team keeps chasing, but “I’ll think about it” and the client’s other objections never get handled.
These are the moments we examine: what your team says, what the client understands and what happens next.
The Impact Report
Find the business your firm is already losing.
Planned around your firm. Book a call and we’ll shape it together.
You are paying for the leads. Your team is having the conversations. The Impact Report shows you exactly where those conversations stop turning into sales, referrals and policies that stay on the books, and what to fix first.
What you walk away with
- See where enquiries stall before they become sales.
- Spot the referral and protection opportunities your team walks past.
- Understand what is driving cancellations and clawback risk.
- Know the two or three changes most likely to grow revenue, in priority order.
How it works
Stage 01
Questionnaire
A questionnaire about your team and current sales process.
Stage 02
Discovery call
A discovery call to explore what is happening.
Stage 03
Written report
A written report identifying the gaps, commercial opportunities and recommended priorities.
Stage 04
Feedback call
A feedback call to talk through the findings and next steps.
A clear starting point, with no commitment to further training.
Enquire about the Impact ReportWhat the report covers
Strengths, friction points and priorities across four areas.
Area 01
Process
The client journey, recommendations, agreed next steps, follow-up and reviews.
Area 02
Internal
Adviser confidence, money beliefs, communication habits, time use and consistency.
Area 03
External
How the firm’s language, messaging and conversations connect with clients.
Area 04
Advocacy
How ongoing contact, client experience and referral conversations help clients stay, return and recommend you.
How we work together
Find the gap. Work on it. Make the change stick.
Practical sales training and consultancy for financial services firms that want more quality protection business from the opportunities already in front of them.
Step 01
The Impact Report
Know where business is getting stuck.
We review your team’s current approach to protection sales, identify where conversations lose momentum and highlight the commercial opportunities worth prioritising.
You leave with clear findings and recommended next steps, so you can decide where to focus your time and investment.
Scoped and priced around your firm on a call.
Explore the Impact ReportStep 02
The Workshop
Turn the findings into better sales conversations.
A focused one or two-day workshop built around the priorities identified in your Impact Report.
Your team works on real conversations: introducing protection, explaining recommendations, exploring objections and following up with purpose.
Practical work they can take into their next client conversation.
In person. One or two days, planned and priced around your firm.
Step 03
Ongoing Support
Make better conversations part of how your team works.
For firms where continued support is the right next step, we build on the workshop with pre-booked online training and practical working sessions.
We review what your team is applying, work through the barriers and track progress against agreed commercial and client outcomes.
Six or twelve-month support, with scope and investment agreed by proposal.
Start with a clear picture.
The Impact Report is a standalone service. There is no obligation to book a workshop or ongoing support. Any further work is agreed together, based on your priorities and where I can add value.
The industry evidence is already there
Protection works. The gap is helping more people understand its value and act.
of UK adults hold no pure protection, even though many could benefit.
of pure protection claims were accepted.
paid out in protection claims during 2024.
An illustration, not a forecast
What could better conversion mean for your firm?
Using an approximate average commission of £750 per case, informed by my own time advising.
- +2
Two additional suitable completed protection cases per adviser per month.
- £18,000
At the illustrative £750 gross commission per case: £18,000 per adviser per year.
- £108,000
Across six advisers: £108,000 additional annual gross commission.
These figures are an illustration, not a forecast or a promised result from working together. They use approximate commission levels informed by my advising experience, rather than a current industry average. Actual commission varies by product, premium and commercial arrangements. Calculations assume two additional completed cases per adviser every month for a year, before costs, cancellations and commission clawbacks.
Why Jay-anne
I’ve sat at all the tables.
I’ve been the adviser having the conversation, the insurer BDM supporting it and the sales director looking at the results.
I understand the pressure to write business, support your team and help clients make informed decisions.
As a sales trainer, behavioural coach and Master NLP Practitioner, I bring that experience into the conversations product knowledge alone cannot solve: explaining value, discussing cost, handling objections and following up.
Protection is personal to me, too. I was 21 with a four-year-old daughter when I first properly considered what would happen if I could no longer provide for her.
Behind every commercial result is a family, livelihood or business. Both matter in the work we do.
25+years of commercial experience
13+years of financial-services knowledge and experience
- Master Coach & Master NLP Practitioner
- Command of Behaviour, Language and Linguistics
- Independent, not tied to an insurer, product provider or internal compliance function
Training & speaking
Looking for a speaker or a focused team session on the conversations people avoid? Email hello@jay-anne.co.uk to discuss your event.
See the talks and booking detailsGood questions. Straight answers.
Frequently asked questions.
Open the ones that matter to you. Every answer is straight, with no sales spin.
01Who is this for?
Owners and sales leaders of mortgage and protection broker firms, and other financial services firms with advisers or insurance sales teams.
It's sales training for firms that want their advisers to lead protection conversations with more confidence, handle objections well and turn more of them into quality business.
02What does the Impact Report include?
A questionnaire about your team and current sales process, a discovery call to explore what is happening, a written report identifying the gaps, commercial opportunities and recommended priorities, and a feedback call to talk through the findings and next steps.
It is a standalone service, with no commitment to further training.
03We already have insurer or network training. What makes this different?
That training has its place. My work focuses on what happens when your adviser is sitting in front of the client.
Knowing the product doesn’t always mean knowing how to explain its relevance, talk comfortably about cost or respond when someone hesitates. We turn that knowledge into conversations clients understand and act on.
04Our advisers are experienced. Can this still help?
Yes. Experienced advisers can still have conversations that stall, recommendations that go unanswered and habits that cost business.
This isn’t about questioning their expertise. It’s about helping that expertise land with the client. Often a small change in timing, language or follow-up makes the difference.
05How will we measure progress?
We agree what improvement should look like before we start.
Depending on your priorities, that could include protection being introduced earlier, more recommendations reaching a decision, stronger follow-up or improved conversion. We look at adviser behaviour alongside commercial results.
06What happens after the Impact Report?
If it is the right next step, an in-person workshop built around the priorities in your report, planned and priced with you on a call.
Firms that want continued support can follow with six or twelve months of ongoing support, with scope and investment agreed by proposal.
There is no obligation to book further work.
07Does this replace compliance or technical training, and can it support CPD?
No. Your firm’s advice process, compliance requirements and technical standards remain the foundation. My work develops behaviour, client language, confidence and follow-through, within your approved processes.
A CPD evidence pack can be included. Your firm or professional body decides what it accepts towards CPD, so we’ll discuss it before booking.
08How will you handle confidential information?
Before we start, we agree what information is needed, how it will be shared and handled, and who can access it. We use anonymised examples rather than identifiable client details.
NDAs can form part of that agreement, including your firm’s own confidentiality requirements. Your business information, team discussions and results won’t be used in marketing or shared with other firms without your explicit permission.
Start here
Where is your firm losing protection business?
Start with the Impact Report to understand where conversations stall and which changes deserve your attention first.
Explore the Impact ReportAsk Jay-anne a question
Online or in person, for financial services firms and their sales teams.