SURE: a new technique to ensure clients have understood your advice

Wednesday, 17 May 2023
12:30 pm – 1:30 pm (UK time)
    • Jeff Heasman,

This session will be run as a webinar

We naturally ask the client if there is anything they didn't understand and often, the client replies “No”. Or we ask if everything was clear and the client answers “Yes”. But can we rely on these answers as being an accurate reflection of whether the client truly has listened to and understood that advice? The answer is NO!!

Recent FCA guidance papers on vulnerable customers and the new consumer duty have emphasised the obligation to take steps to ensure the customer has understood our advice and recommendations and anyway, it is just good practice!

That is why, in this session, Jeff Heasman will outline his SURE technique for insurance, legal and financial services professionals, based on concept checking, a method traditionally used in language teaching.

Concept checking is designed to determine, with as much certainty as possible, that the client has understood the advice. Easy to apply to day-to-day interactions with clients, the SURE technique will help avoid misunderstandings now and in the future.


Jeff has been invaluable in helping the NII deliver quality and relevant training to our members and this session is no different.

With a portfolio of international clients from across Asia Pacific, Europe and sub-Saharan Africa, Jeff has vast experience in delivering practical training based around his in-depth knowledge and practical experience.

A former litigation executive and a former senior liability adjuster, he has a bachelors and master’s degree in law, is a qualified language teacher, a graduate of the Yale University School of Management Executive Education program and he is a member of the Academy of Modern Applied Psychology and the Association for Business Psychology.

Jeff has particular experience in providing training and consultancy to insurance and financial services organisations based around the synergy between product design, brand promises, marketing messages and customer expectations

Learning Outcomes

By the end of the session, participants will be able to:

  • identify the key elements of the skill of concept checking.
  • recognise the risk of certain types of questions when dealing with clients.
  • implement a strategy to use the SURE technique to ensure clients have listened to and understood your advice

CII Accredited

This demonstrates the quality of an event and that it meets CII member CPD scheme requirements.

1 hour's CPD can be claimed for this event if relevant to your learning and development needs.

It is recommended that you keep any evidence of the CPD activity you have completed and upload copies to the recording tool as the CII may ask to see this if your record is selected for review. Details of the scheme can be viewed online at