We have all read the numerous articles about the enormous opportunities for those in the business of providing trust services, with the impending transfer of $10 trillion dollars into such services during the next decade. Banks and trust companies, the traditional purveyors of trust services, together with brokerage firms and mutual fund companies, are all gearing up to attract the assets represented by this huge number.

The banks and trust companies are rapidly trying to revamp their sales efforts, build teams of sales professionals, and polish their images as the only places people should consider placing trust assets. They are also making strong efforts to portray themselves as customer focused and user- friendly.

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