Will consultations often begin with a simple goal: drafting a basic will. But that conversation can lead to a much broader opportunity, if you know how to approach it.
The chance to upsell trusts and estate planning isn’t about being pushy. It’s about offering more value to your leads and clients while growing your practice.
By identifying where a lead’s needs extend beyond a simple will, you can provide stronger long-term solutions, increase average order values, and strengthen trust in your services.
In this guide, we’ll walk you through how to approach those conversations and upsell trusts and estate planning naturally during every consultation.
What we’ll cover
Why you should upsell trusts and estate planning
Most people who book a will consultation don’t understand what trusts or estate planning really involve. That’s your opportunity. By introducing these concepts in a relevant way, you can address problems they didn’t even know they had.
When you upsell trusts and estate planning, you:
- Offer real value, not just more paperwork
- Solve problems related to probate, tax planning, and vulnerable beneficiaries
- Increase revenue per client with services that genuinely help
You’re not selling extras. You’re solving problems with better tools.
Educate leads on the gaps in a simple will
Many people think a will alone is enough. But it often isn’t. A will tells the court what should happen to someone’s estate—but doesn’t offer control, privacy, or protection from delays or disputes.
When you upsell trusts and estate planning, you give clients more options:
- Trusts to manage money for children
- Structures to avoid probate
- Tools to reduce inheritance tax
Once people understand what’s possible, they’re more open to more comprehensive planning.
How to structure your consultations
The way you structure your consultation can make it easier to identify when and how to introduce your estate planning services. Small changes in flow can make a big difference in outcome.
Start with the right questions
Ask questions that naturally lead toward estate planning topics:
- “Do you want to protect any assets from delays or legal issues?”
- “Would you prefer more control over how and when your beneficiaries receive money?”
- “Do you have vulnerable or dependent relatives?”
These prompts help you upsell your core services in a way that feels helpful and thoughtful, not like a sales pitch.
Introduce options at the right moment
Once you’ve heard the client’s concerns, introduce trusts and estate planning options that match their needs. For example:
- A discretionary trust for a child with learning difficulties
- A life interest trust for a second marriage scenario
- A protective trust for someone worried about future divorce or debt
This is where you upsell trusts and estate planning in a solution-focused way. It’s not about selling features, it’s about solving personal, emotional problems with the right legal tools.
Address misunderstandings
Common misconceptions often stop people from considering estate planning. You’ll hear things like:
- “Trusts are only for rich people”
- “I don’t have enough to worry about that”
- “It’s all too complicated”
You can’t skip this part.
To upsell estate planning and trusts, you need to calmly explain that these tools are flexible, and often more straightforward than people expect. Use simple language, and reassure them that you’ll handle the technicalities.
Real scenarios that help you upsell trusts and estate planning
It’s easier to sell something when people can see it in action. That’s why examples work so well. They help clients relate, and let you introduce estate planning tools as practical solutions, not just legal jargon.
Scenario 1: Parents with young children
These clients often believe a will alone will protect their children. But they haven’t thought through what would actually happen if they passed away suddenly. Who would manage the money? When would the children receive it?
By introducing a discretionary trust, you can explain how funds can be controlled until the child reaches a responsible age. You upsell trusts and estate planning by showing how it protects their children’s future and prevents financial mismanagement.
Scenario 2: Blended families
Second marriages and stepchildren often raise sensitive inheritance issues. If assets are passed outright to a new spouse, the children from a previous relationship may be left out entirely.
This is where you upsell your trusts and estate planning services by explaining how a life interest trust can provide income to the surviving spouse while preserving capital for the children. It’s fair, balanced, and helps avoid future disputes.
Scenario 3: Property owners
Many clients don’t see themselves as “wealthy”—but they own homes worth £250,000 to £1 million or more. That makes them prime candidates for estate planning. Trusts can help reduce the impact of probate, control how property is passed on, and support tax planning strategies.
This is where homeownership and estate planning naturally intersect. Clients who have just purchased property or refinanced a mortgage are often more receptive to longer-term planning. You’re not just selling a will, you’re helping them protect their biggest asset.
These conversations are also a great opportunity to introduce your high net-worth estate planning services, especially if the client owns multiple properties, has overseas assets, or wants to manage their estate across generations.
Positioning the upsell: How to frame the value
Framing is everything. If you lead with cost, the conversation often ends there. But if you lead with outcomes—ease, control, and peace of mind—clients are much more open to hearing more.
Instead of saying “This trust costs an extra £300,” try:
- “This will make things easier for your family if something happens.”
- “This gives you control without needing to update your will every time life changes.”
- “You won’t need to rely on the courts to manage how your assets are handled.”
You’re not just offering a product—you’re solving a problem.
Handle common objections
Clients will have concerns. That’s natural. But the way you respond can shift their mindset.
| Objection | Response |
| “This sounds expensive.” | “I completely understand. But let me show you how it could save your family time, legal costs, and stress later on.” |
| “I don’t think I need anything complicated.” | “It doesn’t need to be complicated. It’s about making sure your wishes are followed in the simplest way possible—for you and your family.” |
| “Isn’t a will enough?” | “A will tells the court what you want. A trust lets you manage how and when it happens—with more privacy and fewer delays.” |
This is where you guide them through the process, not sell to them.
When you answer with calm clarity, you build confidence and trust.
Add trust-building bundles
Bundling services into clear, outcome-focused packages makes the upsell easier and less daunting for the client.
They don’t need to choose from a list of legal tools, they just need to pick the level of protection they feel comfortable with.
You might offer bundles like:
- Foundation Package: Will + basic estate review
- Family Security Package: Will + discretionary trust + letters of wishes
- Lifetime Planning Package: Will + trust + lasting powers of attorney + 2-yearly estate review
Each one is easy to explain and built around life scenarios, not legal terms. That structure helps you upsell trusts and estate planning in a way that feels supportive and logical, not like a pitch.
Let me know if you’d like a visual pricing table or downloadable bundle layout to support this section.
The commercial value of upselling estate planning services
Let’s talk business. If you’re generating will writing leads or handling inbound consultations, you want the highest return from each client. By offering add-on services, your average revenue per consultation rises.
Upselling also:
- Builds long-term retention
- Increases referrals (people talk about great advice)
- Sets you apart from “cheap will writers” or DIY platforms
You’re not just writing wills. You’re helping people protect their wealth, manage risk, and look after loved ones. That’s a far more valuable service—and people will pay for it when it’s presented clearly.
Frequently asked questions
How can I upsell trusts and estate planning without sounding too salesy?
Frame the conversation around the client’s goals and concerns. Use examples and education to show how trusts can help—not just as a product, but as a solution.
What’s the best moment to introduce trusts during a will consultation?
After you’ve explored the client’s concerns about family, assets, or long-term intentions. Open-ended questions help surface problems that trusts can solve.
How do I handle objections like “this sounds expensive” or “I don’t need that”?
Acknowledge the concern, then shift focus to the long-term value—avoiding delays, protecting children, or reducing stress for loved ones.
Should I bundle trusts with will-writing packages or keep them separate?
Bundling works well if it’s clearly presented as a solution-focused offer. Just make sure to explain each component’s value so clients understand what they’re getting.
What types of clients are most receptive to estate planning upsells?
Homeowners, parents of young or dependent children, blended families, and clients with business interests or concerns about family disputes are all strong candidates.
