In Order to Win Business Your Investment Team Needs to Market and Sell, but They Do So Reluctantly and Lack Skill

Hand and Key for Due Diligence MarketingAs a portfolio manager, do you hate due diligence meetings? Let´s face it, they are never “fun” and the preparation causes enormous distractions. Is it a necessary evil or an opportunity to excel?

To be clear, there´s a double standard at play with investment professionals and investor due diligence. While most portfolio managers begrudge the process, he or she as individual consumers will engage in deep due diligence when making an important personal purchase such as a car, computer, cell phone, or video camera. The difference between the investment business and, say, electronics retailing, car buying, or any comparison shopping experience is the retail product sellers have embraced due diligence. Through the Internet, shoppers have unparalleled access to enormous product detail and side-by-side comparisons of competing products . . . all provided by the product sellers.

The question: “Does the product fit what I need?” and “Given this, is it a good value?” are so clear in these consumer purchases that objectivity overcomes branding or market footprint.

Marketers selling investment products too often approach due diligence sheepishly. Unflattering side-by-side comparisons result in a fatalistic attitude about winning the business. The underlying premise is that all the buyer wants is the best return stream and, if your product doesn´t have it, you´re out of luck. But, is that necessarily so? Are all return streams the same? Does the buyer truly appreciate the mechanisms used to produce the return stream? Do all products, say, in Large Cap Growth meet the same goals?

Of course not! Indeed, Due Diligence Marketing positions and sells while disclosing. Let´s be clear, Due Diligence is as much a marketing activity as it is disclosure.

WPC embraces Due Diligence for you and your team. In taking a marketing approach to this task, your investment processes and those charged with selling them gain these important benefits.

  • Current Due Diligence team evaluations and recommendations
  • Detailed comparisons against all investment style competitors to identify your products´ strengths and weaknesses
  • Development of targeted marketing plans for key competitors
  • Positioning strengths with those investor segments best aligned with those strengths
  • Transformation of all Due Diligence materials using a marketing orientation
  • Sales training that leverages the Due Diligence Marketing´s content and orientation
  • Presentation training for consultant meetings and finals presentations
  • Objection handling to neutralize your products´ weaknesses
  • Development of an ongoing database of Due Diligence answers for RFP completion
  • Design of an ongoing Due Diligence response process
  • Separate consulting support for large or strategically important investment opportunities