My April article focuses on the two different types of pitches managers must understand: to get capital to build a business, and to get capital to run as a business. I provide the important differences in content between the two, because: Framing the capital ‘ask’ conversation is vital to a new manager’s success, yet is too often an opportunity lost, as managers bog a conversation down in the myriad of technical investment details they find themselves most comfortable describing
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Alternatives managers will face the spring season with a renewed enthusiasm for the themes that underpin all their sales efforts: diversify, achieve non correlation to other asset classes, and reduce portfolio risk overall while adding value. However, focusing on generalities and the same old, same old sales pitches will not likely yield the best results. It seems a far better plan to zero in on investor’s fears, concerns, and topics of interest in an effort to win them over
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A few weeks ago, an industry friend came to Nashville for a meeting of the Mid-South Alternative Investment Association (MSAIA). When he told his (New York-based) work colleagues that he was attending the meeting to network with investors, he was met with laughter, derision and accusations that he was only gracing my fair city to meet chicks
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This investment branding-focused white paper looks into what large money managers are doing, how trust plays a critical role in assets under management and capital raise success, and what small-mid sized managers, as well as large institutional asset managers, can do to have a fighting chance in this competitive environment
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Pitching to investors can be an unnerving process even for sales professionals. No one wants to be in the position of needing someone to buy in, literally, to what they are selling, in order to stay alive in business. Yet for most fund managers, this is exactly what is required of the pitching effort: no convincing, no capital, and soon, no fund. Regardless of investment specifics, potential pitch mishaps exist which cause investors to lose interest and focus. Knowing the issues that trigger investor ennui or ultimately turn off an individual and taking a proactive approach to combating them can help managers position their pitch more favorably
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