Asset Manager Dramatically Increases Market Share – The ROI of Wholesaler Training

Asset Manager Boosts Wholesaler Credibility and Confidence Leads to Market Share Grab

 

Situation:

AllianceBernstein was still recovering from the dotcom bust that sullied the reputation of many asset managers with their faithful advisors. In addition, the merger of Alliance and Bernstein led to significant turnover, which further challenged long-standing relationships with the advisory community.

Solution:

We created a bold plan to infuse the asset management arm with the same strong culture that had been in place for many years within Bernstein's other venerable business lines. This included a significant commitment to training and education.

Action:

An industry-leading six week program was developed for seasoned wholesalers and senior portfolio managers. The program's building blocks were technical knowledge, relationship skills and practice management. A strong focus on becoming a trusted advisor was woven throughout, which helped the team to think and act differently about their approach to building their business.

Participants were tested on knowledge components, drilled on culture, and challenged to put all of this together with cameras rolling and senior leadership watching in simulated meetings.

Results:

The AllianceBernstein team earned a reputation for being different. They were highly trained, extremely knowledgeable in not just investments, but they knew the advisor's world well through their training on the Bernstein Private Client Group advisor's principles for success. They had a swagger, a passion, and a confidence that comes from knowing they had something unique to share with an advisor.

AllianceBernstein went from 28 in market share rankings to 5 less than two years. The wholesalers were the envy of many and they were committed to the culture. It was evident that they felt fortnate to be a part of an elite organization that prided itself on "knowing more... and using knowledge better".

How We Help

We are thought partners and strategizers who thrive on working with innovative leaders and are highly focused on delivering ROI.  You might call us impact junkies who truly get out of bed to help our clients change their world for the better.  Whether you are tapping us for help with an important launch or initiative, looking to reinvent your existing business or focused on taking your successful advisory business to the next level, we follow a similar process.

Who We Help

  • Asset Managers/Custodians

    Advisors, especially the largest ones, are inundated.  According to recent research by Cogent, the average advisor is contacted 126 times a month with investment product outreach alone.  In a world where asset management and custody are becoming increasingly commoditized, it can be difficult to get in the door and be heard above all the noise.  A well-crafted and executed thought leadership program can help your sales force increase their credibility and efficacy to build connections that increase share of wallet and net new business.

  • Broker Dealers/Enterprise RIAs

    Many firms struggle with sustainable growth and experience highly inconsistent results among advisory teams.  The average advisor within some firms brings in less than two net new clients in a given year.  The challenge therefore becomes, how do you stimulate and support meaningful growth among those who have the skill and will to achieve it.

  • Elite Advisory Firms

    There are times throughout the lifecycle of an advisory business when a leader needs a strategic thought partner to help them develop the right path for the next phase of their business.  Successful leaders are well acquainted with the concept of, “what got you here, won’t get you there”.  The best leaders have the ability and self awareness to acknowledge the challenges they face, adapt an open mindset and gather the necessary resources to help them, and their team, break through the inertia to achieve something new.

What We Do

  • Dynamic Speaking Engagements

    Participants leave our high-impact keynotes, breakouts, and workshops thinking differently about their world and inspired to take action. Read More >

  • Programs

    Purpose Consulting Group supports our clients as a strategic thought partner. We help them engage and advance advisor practices, achieve growth objectives, and enhance their brand. Read More >

  • Elite Advisory Coaching

    Whether you’re looking for seasoned consultant to help you navigate your current path more effectively, break out of a challenging plateau or create an ambitious new vision for the future of your business, you’ve come to the right place. Read More >