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Rating:Story-Telling: A Skill Small Funds Need to Excel Not Rated 5.0 Email Routing List Email & Route  Print Print
Tuesday, April 29, 2008

Story-Telling: A Skill Small Funds Need to Excel

Reported by Erin Kello

Small fund firms need to have a compelling story to tell if they want to get noticed. That's the advice of SunStar's Dan Sondhelm, who has put together a list of seven things that are important for fund firms to do if they want to grow their assets. One of those things is telling the fund firm's story.

Sondhelm said there are five facets that go into telling an good story. The first, he said, is the basic value proposition. All the people in your firm, from the marketing personnel to the portfolio managers, need to be telling a consistent story of what your firm can do for its customers.

The second facet, according to Sondhelm, is the investment philosophy of the firm, and once again he adds that everyone in the firm needs to know it.

Next, Sondhelm wants portfolio managers to think about recent decisions they have made in regards to their portfolios and then be able to talk about them to advisors and the press. The fourth facet of the strategy also involves the portfolio mangers. Sondhelm said they must be able to discuss the positive themes in their portfolios with the same audience.

The last piece of a compelling story is being able to effectively communicate with shareholders, Sondhelm said. Employees need to be able to tell shareholders about their portfolio holds and be able to answer questions about them in terms shareholders can understand.

Everyone in the company must be on board with the story, Sondhelm told The MFWire.

"A story is only as good as the people telling it," Sondhelm.  

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