In today’s world, where lead generation costs are rising and client attention spans are shrinking, financial advisers are always searching for efficient, high-converting ways to grow their book.
One of the most overlooked — yet incredibly powerful — methods lies right in front of you: trust-based selling.
When done right, leveraging trusts doesn’t just protect your clients better — it opens doors to new, high-quality referrals, stronger relationships, and consistent growth. At Bespoke Financial and Mortgage Genie, this strategy led to an immediate 20–30% uplift in protection sales, without increasing ad spend or chasing cold leads.
Let’s break down exactly how it works and how you can implement it in your own business.
🔑 Why Trust-Based Selling Works So Well
The magic of using trusts as part of your sales process is simple:
you’re helping clients do the right thing, while naturally positioning yourself as the professional who genuinely cares about their family’s outcomes.
It’s a rare win-win — clients protect their loved ones more effectively, and you build credibility, referrals, and more premium business.
Typically, when a client nominates trustees, they recommend people who are good with money, financially stable, and often in higher income brackets — meaning your average case size naturally increases.
It also moves you into wealthier social circles and builds a pipeline of pre-qualified prospects, without spending a penny on marketing.
🎯 Step 1: Positioning the Trust the Right Way
How you position the trust is everything.
Most advisers make the mistake of treating it as a box-ticking exercise instead of a key part of the protection conversation.
Here’s how to do it properly:
“So, Mr. Client, is your life cover currently written in trust?”
If they say no — which most will — respond with calm surprise and curiosity:
“Oh really? Do you understand what happens if it’s not in trust?”
This question is gold because it shifts the client’s focus to what they might lose — and most people are more motivated to move away from pain than toward pleasure.
You then explain:
“If your policy isn’t written in trust, there could be a tax liability and a delay in the money reaching your family. The government could even decide where your payout goes. And if you don’t have a will, it can get even more complicated.”
At this moment, the client’s alarm bells go off — not because you’re fearmongering, but because you’ve uncovered a genuine risk they didn’t know about.
This builds instant credibility and authority.
🧩 Step 2: Subtly Discredit the Previous Adviser
You don’t need to insult the previous broker.
Simply express genuine concern:
“Did your previous adviser not explain that? Oh, wow.”
That tone of surprise and professionalism naturally elevates you in the client’s eyes. It signals, “I do things properly. I’m thorough. I care.”
It’s this subtle shift that often moves the client from indecision to trust — with you.
đź—ť Step 3: The Three Key Pain Points
Always focus your message around three powerful pain points:
- The government may decide where your client’s money goes.
- There may be inheritance tax liability on the payout.
- There could be months of delay before the family receives funds.
Once those are clear, say calmly:
“If you become a client of mine, I’ll make sure this is all taken care of so your family never faces those issues.”
Then move on to the rest of your fact-find.
This line plants the seed — without pressure — and establishes trust early in the relationship.
đź“ž Step 4: Getting the Trustees Involved
When the policy is complete, ask your client to nominate three to four trustees — ideally similar in age, local, and financially responsible.
Then say:
“Before I contact them, could you please give them a quick call and let them know I’ll be reaching out to explain their role as trustee?”
This step is crucial.
When the client calls their trustees first, it eliminates sales resistance and warms the lead for you.
By the time you reach out, they’re expecting your call — and they’re curious about what it’s about.
When you call, position it like this:
“Hi John, I helped Sarah protect her life insurance payout by placing it into trust. Did she mention what we set up for her?”
That phrase — protecting the life insurance payout — is powerful.
It feels relatable, relevant, and immediately establishes credibility.
Then offer value:
“I’ll send you a quick document explaining how this works and your role as trustee. By the way, have you already placed your own family protection into trust?”
This question triggers curiosity and often leads to: “No, I haven’t — should I have?”
And that’s your invitation to offer a complimentary review.
đź’° Step 5: Offer the Complimentary Review
“I actually offer a complimentary review of all your existing cover.
Not only will I help you set up your trust for free, but I’ll also check that your current policies are quality plans with the right terms — and see if I can save you money.”
This is a low-risk, high-value offer.
They get something for free and you open the door for a new sale — often with a better product, stronger cover, and higher commission for you.
When closing, use an options close:
“Would you prefer to set up a quick call during the day or in the evening?”
Giving two options (instead of asking yes/no) dramatically increases your booking rate.
🚀 Why This Model Works
This strategy converts because it’s human, structured, and value-driven.
You’re helping clients protect what matters most, while subtly expanding your network.
Each client gives you 3–4 trustee leads, and you’ll close 50% of those on average.
That means every 5 clients could lead to 10 new leads and 5 additional sales — without spending a penny on ads.
When implemented consistently, it compounds fast — generating organic, high-trust referrals that outperform any cold marketing.
🧠Key Takeaways for Advisers
- Position trusts as protection for the payout, not just paperwork.
- Ask powerful, emotional questions that uncover real pain points.
- Always have the client contact their trustees before you do.
- Use soft discrediting to elevate your own professionalism.
- Offer a free “complimentary review” — it’s low risk, high conversion.
- Track and systemize the process: 3–4 trustees per client, 50% close rate.
Done right, this one simple strategy can increase your revenue, expand your network, and move you into higher-value circles — all while doing the right thing for your clients.
✳️ Final Thought
Rebuilding trust in financial services starts with exactly that — trust.
When clients feel understood, protected, and guided by someone who cares, sales naturally follow.
This is how Wealthy Advisers create long-term success — through relationships, results, and doing the right thing every single time.