🚀 Introduction
Terry Blackburn opened the session by reaffirming the mission of the Wealthy Adviser Club:
“We’re rebuilding the industry — bringing back timeless sales skills, no gimmicks, no fluff. Just real advisers sharing real methods that actually work.”
And this week’s guest, John McComiskey, is living proof that real methods still win.
With over 15 years in business protection, John has:
✅ Written five-figure monthly premiums (his biggest over £5,000/month)
✅ Built a £1M+ business from scratch
✅ Worked with hundreds of multi-owner firms
✅ Built a team of 4 advisers and 2 support staff
✅ Become known as one of the UK’s most trusted names in business protection
“I don’t know anyone better in the game at this,” said Terry.
“He’s built everything on trust, service, and consistency — not on ads or funnels.”
🏢 John’s Ideal Client — The Multi-Owner Business
John’s perfect client isn’t everyone — it’s specific.
🎯 Target:
- 2 or more business owners (not husband & wife)
- Ages 35–55
- Equal ownership (50/50 is perfect)
- Turnover around £2M+
These clients often need:
- Shareholder Protection
- Key Person Insurance
- Executive Income Protection
- Relevant Life Plans
- Group Life or PMI for staff
“The ideal setup is two business owners who depend on each other.
There’s more that can go wrong — and more that needs protecting.”
🔑 How John Gets Business Protection Leads (Without Ads)
John built his business the old-school way — through trust, credibility, and persistence.
But the beauty is, these principles work better than ever in 2025, when combined with modern outreach.
Here’s exactly how he does it 👇
1️⃣ Start With Your Existing Clients
“Your best leads are already in your back book.”
Every adviser has existing clients who are company directors — often with no cover in place.
John’s advice:
- Audit your database for company directors
- Check Companies House to see if they have partners
- Reopen the conversation:
💬 “Hi [Name], I know we spoke about your personal cover a while back — but I noticed you have a business partner. Has anyone helped you protect your shares or your business if something happens to either of you?”
Even if they already have cover, John uses indexation as a reason to re-engage:
“Your premiums have changed — let me make sure your accountant knows how to treat them correctly for tax.”
That call often opens the door to a second or third sale.
2️⃣ Leverage Accountants the Smart Way
John’s golden strategy: never ask an accountant for referrals directly.
Instead, go through their clients.
💡 Here’s his exact process:
- Set up a policy (e.g., relevant life) for your client
- Ask for permission to contact their accountant
- Call the accountant to “explain the tax treatment”
You’re not begging for leads — you’re advising their client professionally.
“That call puts you on equal footing.
You’re not pitching. You’re helping. And during that conversation, the accountant often realises you’re the first broker who’s ever done that.”
Before ending the call, John subtly asks:
💬 “By the way, do you have any other clients in a similar situation who could benefit from this?”
That one phrase has opened countless doors.
3️⃣ Recruit for Relationships
John scaled his reach not through ads — but by hiring smart.
“I recruited people with Blackbooks, not CVs.”
He hired:
- A chartered accountant with a corporate finance background
- A Mercedes top salesman (his old neighbour) with 15 years of client relationships
Both brought warm access to high-value networks — people John could never have reached cold.
“It’s about finding people who already have regular contact with your target market.”
4️⃣ Build Relationships With Solicitors, Banks, and Private Equity Firms
Over time, John became the go-to partner for local:
- Banks (requiring key person cover before lending)
- Solicitors (setting up shareholder agreements)
- Private equity investors (who insist on insurance for key personnel)
Each of these now refers him clients consistently.
“It didn’t happen overnight. But time is your friend in this business.”
💬 Understanding the Pain Points
John doesn’t “sell insurance.”
He uncovers pain.
🔹 For Shareholder Protection
“If your business partner dies, who do you inherit — their shares or their spouse?”
He often jokes lightly about the scenario — but the message lands hard.
💬 “Most business owners are more worried about their partner’s death than their own.”
🔹 For Key Person Cover
“What happens to your team if you have a heart attack tonight?”
That simple question makes every director stop.
“They feel a huge responsibility for their staff.
Key person cover isn’t just financial — it’s peace of mind.”
🔹 For Executive Income Protection
It’s not right for everyone — but when it fits, it’s powerful.
“It lets the business pay for income protection tax-efficiently.
But even when it’s not suitable, explaining why builds trust.”
If executive IP doesn’t fit, he moves them to personal IP — still a win, and the client trusts him more for the honesty.
🔹 For Group & Employee Benefits
“Post-Covid, retention matters more than recruitment.”
He helps business owners see benefits as a recruitment and retention tool — not an expense.
“A modest spend on employee cover shows staff you care — and that keeps your best people.”
⚙️ The Power of Consistent Follow-Up
John’s number one success factor? Persistence.
“Most advisers give up too early. They call an accountant once, get nowhere, and move on.
But if you follow up in six months, half your competition is gone.”
His follow-up system:
- Ask permission to stay in touch (“Can I call again before Christmas?”)
- Set reminders every 4–6 months
- Always bring value — new case studies, client examples, tax changes
“The biggest worry accountants have is that you’re a flash in the pan.
You have to prove you’re not.”
After a year or two of consistent, value-based follow-up, you become the only broker they trust.
🧩 Annual Reviews — The Secret Retention Weapon
Every client gets a yearly call, even if nothing’s changed.
“Sometimes I tell them:
‘You’re in the best position possible. I have nothing to sell you today.’
That builds more trust than any sale.”
Then, when something does change, they don’t question the need — they just say:
💬 “If John says it needs doing, it needs doing.”
🧠 John’s Golden Lessons for New Advisers
If he were starting again today:
✅ Get a clear trading style.
“No one’s buying shareholder protection from ‘Jeff’s Mortgages.’
Use a separate brand — something like ‘Business Protection Solutions.’”
✅ Mix old-school with new-school.
“Keep networking, but combine it with online consistency — LinkedIn, short-form video, newsletters.”
✅ Play the long game.
“This business rewards patience. Time is your friend.
Every six-month follow-up filters out more competition.”
✅ Value your admin team.
“They’re the lifeblood. Without strong admin, you’ll drown in mid-term adjustments and renewals.”
✅ Stay consistent when others quit.
“Everyone wants results in three months. I built mine over fifteen years — but now, it runs itself.”
💬 Quote of the Session
“The biggest mistake advisers make is giving up too early.
Consistency beats brilliance in business protection.”
📈 Key Takeaways
✅ Start with your existing client bank — the gold is already there.
✅ Use relevant life policies as your foot in the door to accountants.
✅ Recruit smart — people with networks, not just skills.
✅ Follow up every 6 months — persist longer than others.
✅ Keep contact even when there’s nothing to sell.
✅ Rebrand or segment your business for credibility.
✅ Always focus on the client’s pain and responsibility.
✅ Treat your admin team as your engine room.
🏁 Final Thoughts
John McComiskey’s story is proof that trust, time, and tenacity still beat trends and tactics.
While others chase quick leads, he built a business that compounds in value every single year — through human connection, consistent follow-up, and world-class advice.
This is how the best advisers build empires — one client, one accountant, one conversation at a time.
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