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OVERCOMING
FEARS ABOUT PROMOTING
INVESTMENT MANAGEMENT SERVICES
Here are the five stated fears trusted advisers
have regarding the recommendation of investment managers:
I. Fear that poor performance will hurt our relationship
with existing clients. Legitimate concern but this
risk can be minimized.
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A. Make sure to do your due diligence before recommending
any managers.
B. Introduce the prospects to at least two or more prospective
managers so they can make the choice, not you.
C. Insist clients make the final decision. Don't offer
your opinion. This forces clients to be accountable for
their decision, reducing the chances of you being blamed.
D. Create an Investment
Policy Statement per account
that defines what the manager is expected to do. This
should be reviewed annually by you and the client. It
includes asset allocation, non-approved assets, etc.
This minimizes the chances of the manager making mistakes
and creates the ground rules for retention.
E. Check a couple of times a year how well the relationship
is working. Inadequate service is often more important
than poor performance. If the relationship is not working,
either fix the situation or fire the manager,
F. Require the manager chosen to report their performance
as it relates to the agreed upon benchmarks. This will
give you an early warning if the manager is doing an
unacceptable job. |
II. Fear that you will be perceived in the marketplace
by clients as salespeople rather than trusted advisers.
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A. If your client is interested in your advice regarding
the management of their portfolios and agrees to let
you arrange a meeting for them to meet and interview
pre-qualified managers, you are performing your role
as trusted adviser. This is a lot different than just
giving them names to call.
B. Trusted advisers are people who help clients plan,
monitor and achieve important financial goals. This is
what you are already doing.
C. Being a trusted adviser does not mean that you are
managing the assets, only the process. |
III. Fear that financial service firms currently referring
traditional business to you will not send future business because
of your affiliations with their competitors.
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A. If you are going to be in the wealth management business
you may lose such relationships. These may include stockbrokers,
insurance agents, banks, estate planning attorneys and
other financial advisers. This is an important concern.
B. You can minimize the potential loss of these clients
by:
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• Inviting
them, if they are qualified, to be part of
your wealth management team.
• Being
discrete about marketing your program; be careful
about who gets what information. No mass marketing!
• Properly
recognizing these clients who send you referrals.
Sometime genuine appreciation is all that is
needed. However, send them referrals whenever
possible and appropriate.
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C. Those professionals you include on your wealth management
team should be eager to send you leads. You have to remind
them to send you business in return. These new leads
can replace those clients you might lose.
D. This program should also generate leads from satisfied
clients as well as give you something to distinguish
yourself in the marketplace.
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IV. Fear of regulatory problems and independence
issues and unseen risks.
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A. There should be no problems if the program is offered
in the way we recommend. Many accounting and legal firms
in Illinois and around the country are offering similar
wealth management programs.
B. Boston law firms, banks, brokers, insurance firms
and major CPA firms offer such programs. Regulatory compliance
is required but should not be a significant deterrent.
C. To maintain both the real and perceived image of impartiality,
we do not recommend taking commissions, except under
certain circumstances, selling products or steering clients
to exclusive vendors.
D. Most insurance covers this practice; check beforehand. |
V. Fear about referring clients to managers in a controversial
and potentially risky environment. We can appreciate
these concerns but think about this:
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A. The time people really need
help and are most interested in their trusted adviser’s
counsel. When the market is making all managers look
brilliant, there will be
less need for this kind of counsel.
B. You can minimize the impact of such catastrophes
by recommending a conservative asset manager. Older,
more anxious clients should have a large portion of their
money in bonds, minimizing the disruption a bear-market
can instill. Believe it or not, we have not lost that
many clients in the last three years.
C. You are not the money manager. Your job is to monitor
the money manager and advise your clients. By just introducing
your clients to high quality managers, you are not making
the decision what manager to hire.
D. Everything you do has some risk, but there are distinct
rewards in this program that are worthwhile understanding
and enjoying.
E. You can get paid either by us (receive a portion
of our fee), by the client (hourly or a per cent of the
assets under management), or you can take your fee out
of the assets under management (if you do the billing
and pay us as a sub-adviser).
F. You keep competitors away from
your best clients. Almost all large banks, brokers
and insurance companies
are offering wealth management. A good offense – offering
such services yourself – can keep the “wolf” from
the door.
G. This allows you to differentiate yourself from your
competitors. It also provides a unique selling proposition
to help you go after new clients.
H. This work should increase your chances of getting
leads from satisfied clients. |
VI. Final thoughts.
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A. Like any new service, the more you know about wealth
management the greater likelihood you will want to offer
it.
B. Most of you have been offering advice regarding the
building, protecting and distribution of wealth for most
of your careers. We are basically repackaging it - coordinating
the various elements and helping you get properly paid
for your work.
C. Risk taking is a part of building any professional
practice. What is the downside? To us the biggest downside
is letting your clients seek this kind of counsel from
someone else, potentially causing you to lose this person.
This service can bind the client closer to you.
August 2004
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