Why the 'Gold, Silver, Bronze' Sales Method Might Be Failing Your Clients

The Gold, Silver, Bronze sales technique — sound familiar?

It’s not the worst idea in the world. But it’s definitely not the best either.

I genuinely thought this one had retired in the 90s alongside floppy disks and dial-up internet. But now, coaching full time, I’m seeing it more than ever.

And look, I get the theory. Give clients three price points: 🥇 A top-end (gold) plan 🥈 A mid-range (silver) plan 🥉 A cheaper (bronze) plan

It’s based on the Goldilocks principle: “This one’s just right.” Most clients are likely to pick the middle one. And yes, that might land you a reasonable premium instead of the cheapest.

But here’s the problem...

That’s not advice.

It’s a menu.

And the customer is left playing Protection Lucky Dip, picking a plan based on price — not need.

As advisers, our job is to… well… advise.

This isn’t a pick-n-mix stall. This is a regulated process that should start with the client’s needs — and end with a clear, confident recommendation.

So here’s what I coach instead:

➡️ Tell the client what you believe they should have

➡️ Present one product at a time, in your order of priority

➡️ Explain the why, walk them through the how, answer any questions and stay on that product until they say “Yes”

Then move on to the next.

Start with Mortgage Life Cover? Great. Explain it. Secure agreement. Then move to Income Protection. Do the same. And if they can't afford it? Adjust responsibly from there — one new quote at a time (a controlled descent).

That’s what great advice looks like. It’s guided, considered, and built around the client — not just the cost.

Because protection isn’t popcorn. It’s not something we price in small, medium, or large. It’s something we tailor — based on what matters most to the person in front of us.

👊 Let me know: Were you taught the Gold, Silver, Bronze? Has it helped or hindered your process? I’d love to hear your thoughts in the comments 👇

#IncomeProtection #ProtectionAdvice #MortgageAdvisers #ConsumerDuty #FinancialWellbeing #EthicalSales #AdviserTips #TheProtectionGap