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Research into consumers' attitudes to insurance conducted by the specialist protection division of Royal London revealed protection needs fell into four main life stages - single, couples, families and divorcees.

The research was carried out as part of a campaign to help advisers sell more protection in a bid to minimise the loss of income due to the sudden drop in mortgage business.

As part of the campaign Bright Grey has produced a support guide for advisers.

The guide, which is available both online and in print, shows a series of scenarios for each life stage to help advisers recommend the right product solution for each client, whatever their circumstances.

The material is aimed at both advisers new to the market and those who want to earn more from protection sales.

A desktop flipchart gives product scenarios for each of the four life stages and a range of sales aids that Bright Grey said would help advisers deal with any client objections.

There are also unbranded client-facing brochures that have been designed to address the different needs of each life stage.

Roger Edwards, proposition director of Bright Grey, said: "The credit crunch has brought personal budgets into sharp focus as disposable income is being tested to the hilt. However, this should not detract from the importance of protection.

"In fact, in a time of economic uncertainty, having in place the financial foundation of protection insurance should ease people's concerns of future financial uncertainty.

"The research was an insight into people's attitudes towards protection insurance. This has allowed us to collate some common obstacles advisers may be met with and an array of tools that help the adviser to overcome these obstacles."

Mr Edwards said by thinking about customers in different life stages advisers could get a clearer understanding of the protection needs of their clients.

He said: "Differentiating between life stages helps advisers gain a better understanding of their customers' values and lifestyles and what drives their behaviour. This in turn makes them more attuned to their clients protection needs."

Colin Parkin, director of Lincoln-based IFA Ample Financial Services, said advisers should already have a grasp of advising on protection needs.

He said: "If they have just been doing mortgage business then they should have been advising on protection anyway. Having a mortgage with no cover is quite dangerous. No-one should borrow £250,000 without protecting it, especially if they have a family."