Promote and Sell: the asset management sales funnel conversion playbook

A competitive edge for your asset management sales funnel

In the ‘survival of the fittest’ market, client engagement is a critical battleground. To win, asset managers must now also outperform at getting time from clients as well as money. If your firm underperforms at this, they may give their time to your competitors … and then their money too.
‘Promote and Sell’ is the first of two interlocking playbooks. It aims to give you a new competitive edge by showing how you can use behavioral science to increase conversion from one client engagement on the asset management sales funnel to another.

At Accomplish, we are behavioral scientists who run the Client Behavior Benchmark, where you can see your out- and underperformance at stimulating engagement in institutional clients.

We do this because humans are tricky creatures and our actions speak louder than words, making behavior the reliable indicator of demand on the asset management sales funnel.

Therefore, the first step to an outperforming client engagement is an understanding of behavior. To show you how, this playbook:

  • Explains what makes humans take action.
  • Reveals 7 behavioral biases you should deploy.
  • For each bias, explores the behavioral science in simple plain English, common mistakes, and best practices.

Options: 1) standard or 2) practitioner?

The choice is yours – standard or practitioner version?

If you have a general interest, the Standard version is for you. Download it here and receive it immediately.

If you lead a marketing or sales enablement team, the Practitioner version is for you. Additional extras:

  • A private briefing session.
  • A set of ‘benchmarkable’ tips and expected results you can 1) incorporate into your part of the sales funnel and 2) map to specific client behaviors.

With this, you will be able to make changes to your sales funnel and track their effect on your conversion rates of one client behavior to another.

Either way, you will receive ground-breaking behavioral analysis into the asset management sales funnel.

1. Standard version

If you have a general interest in this topic, this version without the briefing is for you.

2. Practitioner version

If you lead a marketing or sales team, this version is for you.

Book a briefing session here and we will redirect you to the Practitioner version.
Practitioner

Coming soon …
Playbook 2: Serve and Retain

Coming in May 2024 will be the second of the two interlocking playbooks: Serve and Retain. In it, we will examine the behavioral biases institutional asset managers can incorporate into their client retention strategies.

If this is a key part of your role, get ahead of the rest by booking a pre-launch briefing now that will also give you full access to the practitioner content.

Adam Grainger

Adam Grainger

Behavioral analytics | Business intelligence | Asset management

Promote and Sell

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And start incorporating behavioral science across your sales funnel immediately.

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