AMWatch

Stable sales teams seen as crucial for winning market share in Nordics

Frequent reshuffles in the sales team are likely to hamper an asset manager's efforts to increase its slice of the institutional market, according to consulting firm Kirstein.

Photo: Colourbox

A coherent and consistent portfolio team is widely acknowledged as a positive trait for a mutual fund. This is especially true when seen through the eyes of an asset management salesperson.

The rationale is that coherency and consistency create a sales-friendly narrative that enables the salesperson to attribute traits to the fund that are universally perceived as positive by investors, such as stability.

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