What are the best practices for selling to senior management at wealth management firms in Asia?

As a firm that has been operating in Asian Private Wealth Management for 14-years – clients often ask us how best they can engage the growing number of wealth managers in Asia.

The private wealth management industry in Asia has been rapidly growing and evolving in recent years. There has been a significant increase in the number of wealthy individuals and families in the region, which has driven the growth of the industry. In response, private wealth management firms have expanded their offerings and services to meet the growing demand, including tailored investment solutions, estate planning, and tax optimization.

Moreover, with the advent of digitalisation and the growth of fintech, the industry is also adopting new technologies to improve efficiency and client experience. This includes digital platforms for portfolio management, financial planning, and communication with clients.

So how can you best sell your services to the private wealth management industry in Asia? – as it is becoming more sophisticated and diverse, and as firms respond to the changing needs and preferences of their clients.

Here are some tips -

Understanding your Value Proposition clearly:

One of the key aspects of selling to senior management in wealth management firms is understanding the value your solution brings to your clients and prospects. To do this, it's crucial to know your target market and the pain points they're facing, as well as how your product or service can solve these issues. By demonstrating the tangible benefits your solution provides, you can increase the chances of gaining their trust and securing a sale. Focus on them and not yourself. Ask intelligent questions and don’t waste their time. Do you really know what they need? Understanding your value proposition: what is your competitive advantage? Why you over ‘others’ that provide the same service? Have you served this type of clientele before, do you have strategies that solve their unique needs?, how do you enhance their net after fee returns or lower net costs / expand reach etc?

Do you know your Competition?

Another crucial factor to consider is understanding your competition and how you differentiate your offering from theirs. This can be achieved by conducting thorough research into your competitors' strengths and weaknesses, as well as by understanding the current market trends. With this knowledge, you can present your solution as the most effective and efficient solution available to help the wealth manager. Often you can position yourself as a “diversifier” or “complement” to a well-regarded incumbent. Markets are uncertain and wealth managers are seeking to diversify revenue streams and risks etc.

Understanding the Buying Process:

When selling to senior management in wealth management firms, it's also important to understand the clients' buying process and who the actual decision makers are. By knowing this, you can tailor your pitch to meet their specific needs and ensure that you're communicating with the right people. Who are all the colleagues who need to be “influenced” in the sale? Leverage a lot of publicly available outlooks / interviews to understand what they are looking for / ascertain their priorities.

Focus on Compelling Solutions:

Finally, in an ever-changing regulatory landscape, it's important to focus on compelling solutions when there are regulatory changes that mean your prospect urgently needs your product. By demonstrating that your solution is the most effective and efficient way of addressing these changes, you can increase the chances of securing a sale.

Ultimately, selling to senior management in wealth management firms requires a deep understanding of the value your solution brings, a solid understanding of the competition, a clear understanding of the buying process, and a focus on compelling solutions. By following these best practices, you can increase the chances of success and establish long-term relationships with your clients.