Gwyn Roberts

29/06/2011 Author: Gwyn Roberts

Editor's view: 30 Jun 2011

For an industry that prides itself on a bespoke approach, the marketing efforts of many hedge funds can be all too generic. Last week, Joseph Reilly – president of the Family Office Association – complained to HFMWeek that his members, some of the earliest investors in hedge funds, had grown tired of the institutional-tinge of recent sales meetings.

Yet this doesn’t mean that larger investors are suddenly receiving the right attention. At last week’s Gaim, Texas TRS portfolio manager, W Russell Guinn, advised managers to customise their engagement with pension fund clients (see news analysis, p16). The blanket approach, said Guinn, would be ignored.

With larger sales teams, managers have more resources to go out and meet investors, but it doesn’t mean sales pitches have improved. In fact, with recruiters struggling to locate good sales people, the reverse may be true with an army of inexperienced neophytes trying to sell the same product, using the same script, to different investor types.

Guinn thinks that some basic research before stepping into a client’s meeting room wouldn’t go amiss. This is the least managers can do. Money is still flowing in the right direction, but with performance flat and an awful lot of choice out there, funds need to dispense with the same old story, and write a compelling tale for each investor.    

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