Most financial advisers are obsessed with generating new leads — chasing the next inquiry, the next client, the next deal.
But here’s the truth that almost nobody talks about:
You’re sitting on thousands — maybe tens of thousands — of pounds in untapped commissions inside your own back book.
Those aren’t cold prospects. They’re clients who already know, like, and trust you. You’ve helped them before. And now, with a simple system, you can help them again.
Inside the Wealthy Adviser Club, we call this strategy Back Book Goldmine — and it’s one of the fastest, easiest, and most profitable ways to generate sales without spending a penny on marketing.
Let’s break it down step-by-step. 👇
Why Advisers Ignore Their Back Book (and Why That’s a Mistake)
Every adviser has been guilty of this.
We’re wired to chase new business — new campaigns, new clients, new lead sources. But while we’re doing that, our existing clients are sitting in CRMs, Dropbox folders, and spreadsheets — untouched, unreviewed, and full of opportunity.
The truth?
The easiest person to sell to is someone you’ve already sold to.
- They trust you.
- They know your process.
- They’ve already said “yes” once before.
And here’s the kicker — they’re also the cheapest to convert.
When you acquire a new client through ads, introducers, or paid lead sources, there’s always a cost — whether that’s money or time.
But when you sell again to an existing client, it’s free.
If you’ve been in the business a few years, chances are your back book contains tens of thousands of pounds in hidden revenue. All it takes is the right message, method, and mindset to unlock it.
Step 1: Change the Mindset — Stop Calling It a “Review”
Let’s be clear:
Never call it a “review call.”
Why? Because clients are conditioned to know what a review means — and they instantly assume you’re trying to sell them something.
If you open with “Hi, it’s time for your review,” they’re already on guard.
Instead, use curiosity, personalization, and what we call a pattern interrupt.
This approach makes the client lean in rather than pull away.
Step 2: Create Time Blocks for Focused Back Book Calls
Don’t try to “squeeze” these calls between appointments. That never works.
Instead, schedule dedicated back book power hours — ideally 90 minutes per session.
✅ Prepare a list of 30–50 clients to call.
✅ Work from the most recent to the oldest.
✅ Stay focused only on back book calls — no multitasking.
By focusing deeply, you build rhythm and momentum — and you’ll notice conversions rise dramatically.
Step 3: Warm Them Up Before You Call
If you haven’t spoken to a client in years, don’t just call out of the blue.
Warm them up first through light-touch personalised emails or social posts.
For example:
- 🎉 Anniversary Emails: “Hi John, can you believe it’s been a year since we first worked together? Hope you’re well — how’s everything going?”
- 📈 Business Updates: “Great news — this month we helped 25 clients save money on their protection plans.”
- 🏡 Market Updates: “With recent rate changes, it’s a good time to review mortgage or protection options.”
Keep emails personal, conversational, and image-free. Text-only messages feel more authentic and get higher open rates.
When your name appears in their inbox, it rekindles familiarity — so when you do call, they’re warmer and more receptive.
Step 4: The Back Book Script That Converts
This is where the magic happens.
Here’s the exact word-for-word script that’s been tested across thousands of calls at Bespoke Financial and Mortgage Genie — and consistently delivers outstanding results.
“Hi, is that John?”
“Hi John, it’s [Your Name] from [Your Company]. I’ve actually got your case in front of me here.”
(Rustle a piece of paper or click your mouse — this is called a pattern interrupt. It makes the client pause and pay attention.)
“Looks like none of my team have been in touch for a while, and I’m really glad I called because I noticed your [life insurance/mortgage] has been in place for some time and hasn’t been reviewed.”
“We change our phones and cars every couple of years because there are always new models and better terms, but people often forget to do that with their protection. So it’s my job to make sure you’ve got the best possible cover at the best possible rate — and to make sure it’s most likely to pay out.”
“So, I just need to check a few things with you to make sure everything’s still up to date…”
💡 Why it works:
This approach feels like a service call, not a sales pitch.
It grabs attention, creates curiosity, and positions you as a trusted professional doing your job.
Step 5: Ask Smart Questions to Find Life Events
This is where you uncover the angle for the new sale.
Ask specific, open-ended questions:
- “Are you still living at the same address?”
- “Still got the same mortgage?”
- “Any changes with your job or income recently?”
- “Still have two children or has the family grown?”
- “Any changes in health or circumstances since we last spoke?”
Every “yes” or “no” is a potential lead.
Changes in job, family, health, or home almost always open opportunities for:
- New protection
- Income replacement cover
- Business protection
- Remortgages
You’re not inventing need — you’re identifying life events that already exist.
Step 6: Identify and Address Shortfalls
If your back book client already has cover, check for gaps or missing products.
“I noticed you’ve got life cover on your mortgage, but you don’t have any cancer or critical illness cover. Do you have anything else in place for that?”
Or,
“Last time we spoke, you mentioned being employed — I see you’re self-employed now. So you probably don’t get sick pay anymore, right?”
These questions create awareness and naturally open the door for additional cover.
You’re not pushing — you’re protecting.
Step 7: Use Language That Leads
Avoid weak language like:
“Would you like me to look into this for you?”
Instead, take control of the call:
“So what I’ll do next is check the market for you, compare what you currently have, and prepare a few options to improve your cover and price. Then we’ll go through them together later today or tomorrow.”
That shift in language positions you as the adviser — not a salesperson.
You’re telling them what happens next, confidently and professionally.
Step 8: Book the Follow-Up Immediately
Never say, “I’ll call you back once I’ve checked.”
That’s vague — and vague kills momentum.
Instead, book the time before you end the call:
“I’ll have everything ready by 4pm — does that work for you, or is 6:30 better when you’re back home?”
That’s an options close again — not “yes or no,” but “which time.”
It locks in commitment and dramatically increases your follow-up success rate.
Step 9: Master the Follow-Up Call
When you call back, never lead with price.
Instead, remind them of the problem first:
“So, based on your situation, you’ve got death cover but no critical illness or income protection — and with your new role being self-employed, that’s quite a big gap. I’ve found some options that fill that shortfall and improve your overall protection.”
Lead with the value, then transition to the solution.
Step 10: Why Pattern Interrupts Change Everything
The difference between “Hi, it’s time for your review” and “Hi, I’ve got your case in front of me here…” is enormous.
One triggers resistance.
The other triggers curiosity.
Humans are wired to recognise patterns — when something breaks that pattern, it makes the brain pay attention.
That’s why this technique consistently outperforms traditional “review” calls by 10x.
It’s the same principle behind attention-grabbing headlines, ads, and videos — you stop the scroll by doing something different.
Step 11: Measure, Repeat, Scale
Run back book call sessions every week.
✅ 30–50 calls per session
✅ Track: contacts made, appointments booked, conversions
✅ Refine your tone and rhythm with each session
Once you master the flow, you can delegate it to your team — or train them using the same script.
At Bespoke Financial, teams generated six figures in additional revenue purely from back book calls. Some brokers lived entirely off these referral chains for a decade.
Final Thoughts: Your Next Sale Is Already in Your CRM
Your back book isn’t just data — it’s opportunity.
With the right strategy, tone, and structure, you can:
- Reignite old relationships
- Discover untapped sales opportunities
- Generate new referrals
- Strengthen client loyalty
And you can do it all without spending a single pound on marketing.
The leads are already there.
You just need to call them.
Remember: The easiest person to sell to is someone who already trusts you.
Ready to Unlock Your Back Book Goldmine?
Join the Wealthy Adviser Club today for access to call scripts, follow-up frameworks, AI automation tools, and live training sessions that help you turn your existing clients into a consistent, predictable income stream.