Internal Wholesaling will play a valuable role for firms and to financial professionals over the next five years. As many advisors reexamine their practice models (while striving for greater growth!), these advisors will need a thinking partner to ensure they are doing their best business and doing right by their best clients. What this will require is a different segmentation model and territory management approach. Gone will be the days of inch-deep, mile-wide coverage strategies. It is not possible for the Internal professional and it is not valuable to the FA as relationships attempt to be forged with twice- yearly meetings.
As solutions become more complex, and detailed product knowledge and asset allocation support increase, Internal professionals will need to assimilate more sophisticated product knowledge. The source of this productive talent pool will also change. A smaller number of Externals “coming off the road” will be replaced by intentionally hired, trained and deployed internal salespeople that can build relationships in a virtual environment. A growing percentage of Internal professionals will have CIMA and other advanced certifications and compensation plans will change to reflect that.
In terms of connection, Internal Wholesalers will need to employ an intentional blend of interactions: email, phone, chat, text and video conferencing. Technology is already playing a greater role in advisors lives and this will continue as their clients become more savvy with what we call “social communication”. With the growth of FaceTime and Skype we expect to see wholesalers (both internal and external) regularly communicating with advisors via video once security measures are tested and implemented.
Other best practices will include:
If this community is provided with consultative selling skills, a validated sale process, and a value proposition that resonates with FAs, firms can expect great results from this dynamic and evolving part of their sales organization.
Bill Walton Sales Training has over 60 years of collective Fortune 500 company experience in Sales, Sales Training and Field Sales Management. Our specialty is preparing individuals and organizations to present their value propositions in a way that results in higher close ratios. Our team are un-blurring the lines of differentiation between their client's fiercest competitors.