The asset management landscape has never been more competitive. According to Preqin, there are now more hedge funds than Burger King outlets globally, and traditional asset managers have faced significant outflows over the past two years. In this environment, hiring exceptional sales and distribution professionals is no longer optional—it is essential for survival. With the average lifespan of a small start-up hedge fund hovering around three years, securing the right distribution talent can mean the difference between success and failure.
For senior sales professionals in asset management, the bar is set particularly high. When seeking to secure a top role, it's common to be asked to present a business plan that demonstrates your understanding of the firm’s needs and how you plan to drive growth. This plan isn’t just a formality—it’s a roadmap of how you’ll create value for the business. As an experienced recruitment firm specialising in asset management sales, hedge fund distribution, and asset management distribution roles, we know how vital a well-crafted business plan can be. Here’s what to consider when writing one that sets you apart.
A strong business plan for a sales role in asset management starts with a thorough executive summary. This is your chance to introduce yourself and give a concise overview of your experience, skills, and career highlights. Make it clear from the outset why you are the right fit for the role, focusing on your expertise in building relationships, driving sales, and achieving results. Your executive summary should highlight your unique strengths and offer a snapshot of your track record in acquiring and managing clients within your specific channel, whether that’s institutional investors, family offices, or financial intermediaries.
One of the most critical components of your business plan will be outlining how you plan to acquire clients. With traditional asset managers experiencing outflows and an increasing number of hedge funds competing for capital, firms are looking for salespeople who can generate business beyond their immediate network. It’s important to demonstrate not only the strength of your current contacts but also the strategies you’ll use once those contacts have been exhausted. Firms want to see that you have a clear, methodical approach to finding new clients, penetrating different markets, and nurturing long-term relationships. When writing this section, focus on specific channels where you’ve had success, and outline the processes you follow to expand beyond your initial contacts. Whether it’s attending industry conferences, leveraging digital marketing, or building relationships with consultants and gatekeepers, your business plan should demonstrate a strategic, multi-faceted approach to client acquisition.
Next, you’ll need to address what resources and support you require to succeed. This is an area where many candidates fall short. While your business plan should demonstrate your ability to deliver results, it also needs to be realistic. Sales success in asset management is rarely a solo effort; it requires the right infrastructure, marketing materials, and support from internal teams. Whether it’s research, client reporting systems, or administrative backing, being clear about what you need shows that you’ve thought through how to operate efficiently within the firm. It also signals to the potential employer that you understand how to maximise your productivity and effectiveness in their environment.
Your plan should also include a thorough analysis of the firm’s existing product suite and how it fits within the competitive landscape. Explain how you will position their products to prospective clients and why you believe you can grow assets under management (AUM). Highlight your experience with similar products and markets, and provide an honest assessment of where you see the greatest growth potential. Firms will want to know that you can quickly get up to speed with their offerings and bring valuable insights into how to differentiate their products in a crowded market.
It is also essential to demonstrate your track record and methodology for achieving sales success. Numbers speak volumes. Use quantifiable metrics to showcase the impact you’ve had in previous roles—whether it’s the AUM you’ve raised, the number of new clients you’ve onboarded, or the retention rates you’ve achieved.
This part of the business plan should focus on results, but it should also show the process you followed to achieve those results. Were you systematic in your approach? How did you overcome challenges? Did you innovate to unlock new opportunities? This is your opportunity to show that your past success wasn’t a fluke, but the result of a proven, repeatable strategy.
Finally, your business plan should be tailored to the specific firm you’re applying to. It’s not enough to provide a generic overview of your experience; you need to show that you understand the firm’s culture, market position, and long-term goals. Demonstrate that you’ve researched their current AUM, key products, and target client base, and explain how your skills and experience align with their needs. This attention to detail can set you apart from other candidates and reinforce your commitment to helping the firm achieve its objectives.
At our firm, we have extensive experience in helping asset management companies recruit for sales and distribution roles. We know what hiring managers are looking for, and we understand the nuances of different firms and the professionals they need. Our expertise in asset management sales, distribution, and hedge fund sales recruitment means that we can help both candidates and firms find the perfect fit. We also understand the importance of a structured and thorough hiring process, ensuring that each candidate is assessed not only for their skills and contacts but for their long-term potential to contribute to the business.
In a market where hedge funds are more numerous than fast-food chains and traditional asset managers are experiencing outflows, securing top-tier sales talent is no easy task. A robust business plan, coupled with a methodical hiring process, is key to finding the right people to help your firm thrive in these challenging times. Our team of experienced recruitment consultants, with their outstanding networks and deep industry research, can help firms identify the talent they need to succeed.
Whether you are a firm looking to make a key hire or a candidate preparing to present your business plan for a top sales role, understanding what the market demands and tailoring your approach accordingly is essential. Let us help you find or become the professional who will drive the growth of your business.
About Fram Search
Established in 2010 by Simon Roderick, a recruiter with 20 years City recruitment experience, Fram Search is a specialist financial services recruitment consultancy. We focus on permanent and interim recruitment in the UK & internationally.
Our Sales & Marketing Practice provides high quality contingent and retained recruitment services to boutiques and global brands. We have long established relationships, outstanding market knowledge, and access to deep talent pools. Fram takes a highly consultative approach, combining outstanding tech with a human approach. We are proud that our contingent fill rate is nearly three times the industry average and we augment our retained search methodology with rigorous psychometric testing.
We take ESG seriously, we are champions of diversity and all staff have undertaken unconscious bias training. We also carbon offset.
Please contact us on 01525 864 372 / [email protected] to learn more.
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