The Secret to Making Center of Influence Relationships Pay Off
An exceptional service model can take your business quite far. Add a handful of strong Center of Influence (COI) relationships, and you may have everything you need to drive your growth.
Here are some tips for making those relationships perform their best for you:
1. Don’t limit yourself to only attorneys and accountants
If you do, you might be raking over the same tired ground again and again—while missing out on huge pockets of opportunity. Suppose you want to target young tech workers starting their first high-paying jobs. Accountants and attorneys don’t know those people. Who does? Parents, grandparents. Recruiters. Maybe leasing agents. If you’re targeting entrepreneurs, cultivate relationships with VCs and private equity firms. Do you serve families dealing with eldercare issues? Get to know geriatric care providers. You may be wondering how to identify all of these untraditional COIs. That’s simple. If you have done a good job defining your ideal client persona, you should have no trouble figuring out who their influences are.
2. Your COIs are valuable to you. Make sure you’re valuable to them
Advisors struggle with building COI relationships because they can forget to offer real value. Too often, they start off by talking about their practice and launching right into their standard spiel. Why should COIs care about that? Focus on what you can do for them, not what they can do for you. Start by asking: What are your clients most concerned about? What keeps them up at night? What do they ask about—and who is educating them? Also remember to ask about your COI’s concerns as a business owner. Once you have the answers, explain how you can help. If you promise to take their burdens away, you can be the hero.
3. Treat your COIs like top clients
Advisors wine and dine their top clients, yet rarely think of doing the same for a COI—despite the fact that a rich source of referrals may be worth far more to a business over the long run. Treat your COIs well. Take them out to dinner to show your appreciation. Send holiday gifts to their office. Take them to sporting events, and give them tickets to bring along their own clients.
Most importantly, learn how your COIs want the relationship to operate. Maybe socializing isn’t important to them. Instead, they want to feel confident about the clients they’re sending you; after all, their own reputations are at stake. In that case, put in place a communications strategy to thank COIs for each referral, tell them when you met the client, and updates them when you start managing the client’s assets.
4. Market to COIs—and for them
Plan marketing campaigns that target COIs. Start with thorough background research—finding out what they like to read, whether they are receptive to information, and how you can educate without annoying them. Some advisors also find great success marketing for their COIs, running programs to generate leads for them. For example, if you publish a newsletter, invite a COI to write an article that you circulate to your own clients.
Your service model plus your COI relationships are the two cornerstones of building your business. Augment with other layers of marketing if you wish, but make sure you get the foundation right.
Alternative Beta Strategies: Alpha/Beta Separation Comes to Hedge Funds
Written by: Yazann Romahi, Chief Investment Officer of Quantitative Beta Strategies, J.P. Morgan Asset Management
A quiet revolution is taking place in the alternatives world. The idea of alpha/beta separation has finally made its way from traditional to alternative investing. This development brings with it a more transparent, liquid and cost-effective approach to accessing the “alternative beta” component of hedge fund return and a new means for benchmarking hedge fund managers.
The good news for investors is that the separation of hedge fund return into its components—rules-based alternative beta and active manager alpha—has the potential to shift investing as we know it. These advancements could democratize hedge funds and, at long last, make what are essentially hedge fund strategies available to all investors—even those who aren’t willing to hand over the hefty fees often associated with hedge fund investing.
A benchmark for alternatives
With respect to traditional equity investing, we have long accepted the idea that there is a market return, or beta—but this hasn’t always been the case. Investors used to assume that to make money in the stock markets, one needed to buy the right stocks and avoid the wrong ones. The idea of a market return independent of skilled stock selection seemed ridiculous to most market participants. Yet today, we would never invest in an active manager’s strategy without benchmarking it against its respective beta.
Interestingly, hedge fund managers have been held to a different standard. Investors have been much more willing to accept the notion that hedge fund strategy returns are pure alpha, and that their investment returns are based entirely on the skill of the fund manager. That notion explains why investors have been willing to accept a “two and twenty” fee structure just to access what has been perceived as one of the most sophisticated and powerful investment vehicles available.
In thinking about the concept of beta, consider its precise definition—the return achievable by taking on a systematic exposure to an economically compensated risk. In traditional long only equity investing, the traditional market beta has been further refined as a number of other risks have been identified that are commonly referred to as “strategic beta.” These include factors such as value, momentum, quality and size. But no one ever said that these risk factors must be long-only.
Over the past decade, as more hedge fund data became available, academics began to disaggregate hedge fund return into two components: compensation for a systematic exposure to a long/short type of risk (alternative beta), and an unexplained “manager alpha.” What they found is that a significant portion of hedge fund return can be attributed to alternative beta. That fact has turned the tables on how we look at hedge fund return. With the introduction of the alternative beta concept, hedge fund managers will have to state their results, not just in terms of total return, but also as excess return over an alternative beta benchmark.
Merger arbitrage—an alternative beta example
The merger arbitrage hedge fund style can be used to illustrate the alternative beta concept. In the case of merger arbitrage, the beta strategy would be the systematic process of going long every target company, while shorting its acquirer. There is an inherent return to this strategy because the target stock price typically does not immediately rise to the offer price upon the deal’s announcement. This creates an opportunity to purchase the stock at a discount prior to the deal’s completion. The premium that remains is compensation to the investor for bearing the risk that the deal may fail.
Active merger arbitrage managers can add value by choosing to invest in some deals while avoiding others. Therefore, their benchmark should be the “enter every deal” strategy, not cash. In fact, the beta strategy explains the majority of the return to the average merger arbitrage hedge fund. And it doesn’t stop there. Other hedge fund styles that can be explained using alternative beta include equity long/short, global macro, and event driven. Note that the beta strategy invests in the same securities, using the same long/short techniques as the hedge fund strategy. The difference is that the beta strategy is a rules-based version that can become the benchmark for the hedge fund strategy. After all, if a hedge fund strategy cannot beat its respective rules-based benchmark (net of fees), an investor may be wiser to stick to the beta strategy.
Implications for investors
What does all this mean for the end investor? Hedge funds have traditionally been the domain of sophisticated investors willing to pay high fees and sacrifice liquidity. Alpha/beta separation in the hedge fund world means that investors can finally choose whether to buy the active version of the hedge fund strategy or opt for the passive (beta) version. Hedge fund strategies can be effective portfolio diversifiers. Now, through alternative beta, virtually all investors can access what are essentially hedge fund strategies in a low cost, liquid, and fully transparent form. For investors who haven’t had prior access to hedge funds, this could be welcome news. Not only can investors look at an active hedge fund manager’s strategy and determine how it has done compared to the systematic beta equivalent, they can also invest in ETFs that encapsulate these systematic strategies.
When looking at one’s traditional balanced portfolio today, there are plenty of questions around whether the fixed income portion will achieve the same level of diversification it has provided in the past. After all, with yields still low, there is little income return. Additionally, the capital gains that came from interest rate declines are likely to reverse. With fixed income unlikely to adequately fulfill its traditional role in portfolios, there is a need to find an alternative source of diversification. This is where alternative strategies may help. For investors seeking to access diversifying strategies in liquid and low-cost vehicles, alternative beta strategies in ETF form are one option.
Looking for an alternative to enhance diversification in your portfolio?
For investors looking to further diversify their overall portfolio, JPMorgan Diversified Alternatives ETF (JPHF) seeks to increase diversification and reduce overall portfolio volatility through direct, diversified exposure to hedge fund strategies using a bottom-up, rules-based approach.
Learn more about JPHF and J.P. Morgan’s suite of ETFs here.
Call 1-844-4JPM-ETF or visit www.jpmorganetfs.com to obtain a prospectus. Carefully consider the investment objectives and risks as well as charges and expenses of the ETF before investing. The summary and full prospectuses contain this and other information about the ETF. Read them carefully before investing.
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