The world of intermediary sales has undergone a profound transformation in recent years. After the initial disruption of the pandemic, the industry has found its footing in a hybrid model that balances efficiency with personal connection. Among the most notable trends is the resurgence of client events and educational programs as critical components of the sales strategy. These gatherings, once overshadowed by virtual meetings, have returned with an energy that few could have predicted during the early days of lockdown.

At Fram Search, as intermediary sales recruitment specialists, we have witnessed firsthand how this trend has reshaped the qualities firms seek in their sales teams. Events are no longer just about shaking hands; they are strategic opportunities to build trust, strengthen relationships, and drive asset gathering. For firms looking to thrive in this environment, the right talent and a well-integrated approach to marketing and social media are crucial.

In a crowded market, personal connections are often the deciding factor in building and maintaining business relationships. Client events and education programs provide a unique platform for salespeople to demonstrate their expertise, showcase their firm’s capabilities, and engage with clients on a deeper level.

Post-pandemic, these events have taken on a new significance. Wealth managers, IFAs, and other intermediaries are looking for more than just products—they want insights, guidance, and support in navigating a complex market. Educational seminars, roundtables, and networking events provide exactly this, positioning the salesperson not only as a provider but as a trusted adviser.

However, the success of these events depends on the skill and dedication of the sales team. It requires individuals who can connect with audiences, present ideas persuasively, and follow up effectively to convert relationships into results. These are qualities that intermediary sales recruiters, like Fram Search, specialise in identifying.

Marketing and social media have become indispensable tools in the modern sales process, particularly when it comes to promoting and supporting events. A strong marketing function ensures that events are well-publicised to the right audience, leveraging email campaigns, targeted social media posts, and even digital advertising to maximise attendance. Social media platforms, in particular, offer a cost-effective way to reach and engage with intermediaries, creating excitement and anticipation around events.

Post-event follow-up is equally critical. A successful event isn’t just measured by attendance but by the relationships it strengthens and the new opportunities it generates. Social media and marketing teams play a vital role here, amplifying the event’s impact through follow-up content, personalised outreach, and detailed reporting.

For sales directors, the takeaway is clear: the best salespeople are those who understand the value of collaboration with marketing teams. They know how to use marketing resources to enhance their efforts, ensuring that their events not only make an impact but also drive results. At Fram Search, we help firms find sales talent who bring this modern, integrated approach to the table.

The resurgence of client events has transformed the intermediary sales landscape, offering new opportunities to engage with clients and drive growth. Success in this space requires more than just a good product—it demands salespeople who can connect, communicate, and collaborate effectively. With the right talent and a strong partnership between sales and marketing, firms can turn events into powerful tools for growth.

At Fram Search, we pride ourselves on being trusted intermediary sales recruitment specialists, with a proven track record of helping asset managers, DFMs, and VC GPs build exceptional sales teams. We understand the evolving demands of the industry, and our consultative approach ensures that every hire aligns with your firm’s strategic goals.

Whether you’re looking to strengthen your field sales team, enhance your telephone sales function, or find individuals who excel at event-driven relationship building, we’re here to help. Contact us today to learn more about how we can support your recruitment needs and position your firm for success in this exciting and evolving landscape.