Henry Stern at Insureblog has several insights into the perceptions of potential clients about income protection. This is my favourite:
41% would consider buying it if it were less expensive, but perceptions about costs vary considerably
That last is important: many (most?) folks think disability coverage is unaffordable, but seldom check to confirm that by asking for a quote.
There are two implications of that. The first is you could sell more by just showing people how they can buy basic income protection for little money. The second is that you should work out how to divide your market into segments – the group that can afford the best cover that most advisers prefer to offer, the segment that cannot but who would still benefit from some cover.