Sales training teaches brokers which insurance product suits which life situation. But telling those stories convincingly — especially on screen — isn't something everyone can do. An online advisory tool can help.
You probably know people who can recall every joke and always have an anecdote ready for any conversation — who instantly find the right YouTube video or send the perfect link via WhatsApp. Those of us who can't do that envy them their quick reactions.
Financial advisory is no different. Not every advisor is able to tell a fitting story for every life situation — one that leads naturally to the right insurance product.
Product recommendations require a certain degree of salesmanship. You need to tell the story behind one product's advantages over another within a category, and draw out the differences from competing providers.
The thing is: if you respond to that moment with too many technical details, recite feature lists and place tariff options side by side, you're offering no more than a price comparison tool — and you become a mood killer. That could instantly destroy the client relationship you just spent time building.
Interactive Storytelling – the Art of Advisory
The goal is to keep up the interaction with clients using playful elements while simultaneously evoking further emotions through imagery. Examples and stories from everyday life that everyone can relate to. Storytelling — the art of advisory, even for complex insurance products.
The challenge is to make abstract products and services understandable, tangible and ultimately desirable. Video clips or animations on YouTube and social media are obvious storytelling tools — but they are only partially suitable for online advisory because they typically cause a break in the workflow.
What is genuinely new is the idea of developing individually guided, interactive sales stories for various conversation and needs situations, directly within the advisory platform. This anchors sales stories in the digital 1:1 client conversation — giving brokers and financial advisors the right support and inspiration for their narratives in any situation.
One key principle: the software should replicate the classic advisory situation as closely as possible.
Clients Navigate the Story Themselves
These stories should never be told from the perspective of the product provider or the advisor. They only work when they meet clients where they are. The client should recognise themselves in the story — or even become part of it.
It bears repeating: these tools should function as interactions kept as simple as possible, so that clients guide themselves through the narrative using an "if-then" logic. Smart advisory platforms provide exactly that structure.
Achieving Cross-Selling Effects Through Interactive Storytelling
Some products are simply too straightforward, too unremarkable — advisors can't imagine how to sell them despite an obvious coverage gap. Leaving such products aside for lack of motivation is a serious mistake. Often, these are precisely the ones that open doors and create cross-selling opportunities.
Turning an Unremarkable Product into a "Must-Have"
Online or in a face-to-face consultation, clients can click through to help shape the advisory experience. For a topic as serious as funeral cost insurance, the tool might ask: "Does the statement 'I will not die' apply to you?" If the client clicks yes for fun and a humorous Dracula figure appears, the serious topic of death suddenly gains a lightness of touch.
In that moment, an unassuming product about a difficult topic becomes a genuine must-have that no one should put off — and the client is convinced, because they were part of the story.