Internal fund wholesalers, once perceived as supporting players to external wholesalers, have taken on a new dimension. Smart asset management firms have transformed traditional internals from secondary client servicing associates to “sales stars” responsible for considerable sales volumes.
When you sell your intellectual capital — whether as a portfolio manager or financial advisor — opinions matter most. Too often investment managers don’t find the need to share investment thoughts about their market space to the intermediary audience. And based on overall online tracking analytics, they should.
How is it that portfolio managers skilled in business analysis too often misinterpret their own company’s value? Asset management firms are typically owned and often operated by portfolio managers. Many who struggle to achieve desired asset levels believe performance is to blame. In their view, attractive performance is the main driver of sales.
Be visible and boost credibility: PR can help.
Watch your favorite financial news network or read an investment article in your local newspaper and you will be sure to find a portfolio manager sharing market insight or advice. More often than not, a deliberate public relations initiative was responsible for securing that media exposure.