Q: How should I address objections?

The value and peace of mind of having protection in place is a good start.

If a client has a particular reason for not needing protection then Jennifer Gilchrist, senior product development manager of Bright Grey and Scottish Provident, said these would need to be considered individually.

In general, she said talking through the consequences of sudden death or having an illness and how this will affect daily living from a financial perspective, highlights to clients some areas they may not have considered.

While not wanting to scare or upset your clients, Ms Gilchrist said pointing out the chances of the big three illnesses happening to them can bring the need to life.

She said: “The chances are they will already know someone who has suffered cancer, a heart attack or a stroke.”

* A main objection raised is “Someone else will step in to provide.”

Often Ms Gilchrist said clients cite state provision as a reason for not needing protection – pointing out the level of support provided by the state often brings with it the realisation that they would need additional support.

Help from the family is also relied upon although how much support could be provided may change over time and Ms Gilchrist warned it needs to be considered whether that help would really be available long term.

She said: “Most clients would not wish to burden their family, and this is where protection cover comes into its own.”

Louise Colley, head of protection marketing at Aviva , said state support was quite limited.

A person whose husband or wife dies may be entitled to some support from the government depending on their situation, but these are by no means substantial sums.

For those eligible, Ms Colley said in 2011 a bereavement payment provides a one-off tax-free lump sum of £2,000 – around a monthly income for the average family.

Bereavement allowance and widowed parents allowance may offer a level of financial comfort to some people, but only if they meet certain criteria.

These payments provide a maximum of £100.70 per week.

In the case of bereavement allowance, Ms Colley said this is payable only for 52 weeks.

So she said these sums by themselves are unlikely to cover the cost of raising a child.

Similarly should a person find themselves unable to work due to illness or injury, Ms Colley said in 2011 employment and support allowance offered a maximum of £67.50 for the first 13 weeks and up to £99.85 after the fourteenth week.

With the sickness absence review underway to combat the 150m workdays lost to sickness absence each year, again Ms Colley said this suggests that people should not depend solely on the government for support in the event they find themselves unable to work.