3 Steps to a Captivated Client

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Last week, I shared 11 Rules for Trading the Markets. This week, it's your turn Institutional Fixed Income Salespeople!

Today I offer 3 steps to position yourself as a go to resource with your clients in the periods between the transactional opportunities.

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As an Institutional Fixed Income salesperson, you're always searching for ways to stay relevant with your clients. In this environment of pandemic related rate and vol repression by central planners, and a never ending search for yield, valuable color, and other opportunities, you need a competitive edge. This is particularly true with so many in sales chasing after the same (and diminishing) transactional dollar.

In this short article, I’ll offer a few thoughts on how to position yourself as a go to resource in the periods between the transactional opportunities so you are top on the list when your client is in the market.

#1 – Make them need you.

?? Provide valuable content on a regular and timely basis. The content must provide something your client will grow to rely on and will leave a void for them if they no longer have access to it.

#2 - Give them a reason to always pick you up.

 ??Develop a consistent stream of insightful and well-reasoned ideas. Build credibility with them so your messages or IBs pique your clients interest every time they see your name flashing in their inbox or on caller ID.

These insights don’t always need to be related to specific transactions. The intention should be to provide something that the client can use in formulating their outlook and investment thesis or is simply timely and topical.

Examples:

?A reliable outlook on the trend in interest rates that the buyer of MBS can use in setting prepayment expectations.

?A forecast on the shape of the yield curve so the client can make shifts to help outperform on a total return basis.

?An understanding of metrics that may be signaling recession for the credit investor who needs to anticipate the potential for widening credit spreads and elevated default risk.

?Advice on ideal market timing for someone looking to raise cash through a bid-wanted or for your total return account.

#3 - Position yourself as a valued member of their team.

??Build a relationship with the client that keeps them coming back to you for your trusted opinion on:

?your proprietary resources

?individual product sectors of interest to them

?the global markets, various asset classes, and cross market flows

?the abundant geo-risks and how they will impact market flows on a daily or longer-term basis

?Fed policy and how it will impact markets and yield curve flows

?many other important topics that seem to surface at a moment’s notice both domestically and globally

Developing this kind of a relationship with your clients will entice them to want to compensate you for your diligent, hard work, for your valuable insights and ideas, and for your execution.

Your clients will tend to always include you when they are active in the markets, to give you exclusive non-competitive situations, and to favor you on ties. Most importantly, your relationship with them will become a more personal partnership.

How do you accomplish these objectives?

By partnering with a reliable, credible, trustworthy, and independent veteran of the capital markets who will present you with daily content that is full of valuable insights, proprietary perspective, and technical analysis in the rates and equity markets.

By regularly sharing this proprietary information with your clients, you'll set them up for greater success and performance, and they will be sure to reward you. You will become a valuable resource for them and a member of their extended team.

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Where can you find such a partner? At The Mitchell Market Report. See for yourself by signing up for a free trial here.

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This article is part of my LinkedIn Newsletter Series: Indicators and Insights – Perspectives on the Top Financial Market Movers with a View of What's to Come.

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This report represents the opinions of its author. It reflects market and financial information that we have obtained from third party sources; we believe it to be accurate, but we make no warranty to that effect and are not responsible for any inaccuracies in the information presented. Nothing in this report constitutes personalized investment advice to any reader or a solicitation to effect or attempt to effect transactions in securities. All investments involve risk. Past performance may not be indicative of future results. Due to various factors, including changing market conditions, the opinions set forth in this report may no longer reflect the current views of the author. The author is not an investment adviser, law firm, or accountant, and nothing in this report should be construed as investment, legal or accounting advice. Additional information is available upon request. Copyright (c) 2020. All Rights Reserved. The Mitchell Market Report,LLC