Psychology of Influence for Money Managers - Marketing and Sales

1. First impressions are made within4 seconds and can last a lifetime. Only create 1st class presentation materials, websites, and brands. Only hire 1st class individuals, they are who your clients will use to judge your fund.

2. Stand for something unique. Stand out and differentiate in a way that resonates with the investment community without being trendy. Be the first or the best.

3. Network and sell through referrals. Your introduction to an opportunity changes how you are perceived and treated. Too many hedge fund sales people cold call the world instead of networking with targeted groups of individuals who can be both informative and valuable connectors.

4. Let investors taste your performance. If they take your products on a test drive they will likely invest more money in you down the road. Once they are on board for a testing of your investment product they are likely to construct additional reasons for investing with your team while explaining the opportunity to other analysts or advisors.

5. Don't sell your fund, make friends. People do business with those who are their friends. Price doesn't matter if you drank a beer over a Red Sox game together. Most people attribute positive attributes to all aspects of a person's abilities if they first approve of that person's character and personality.

More to come...

- Richard

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Tags: Money Manager Sales, Money Manager Marketing, Marketing Money Managers, Financial Services Marketing and sales