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Article: How advisors reach Asian-American.(Focus: selling To Asian-Americans)
- Article from:
- National Underwriter Life & Health
- Article date:
- November 8, 2004
- Author:
CopyrightCOPYRIGHT 2004 The National Underwriter Company. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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IF FINANCIAL ADVISORS AND FINANCIAL SERVICES companies want to navigate business opportunities successfully in the Asian-American market, they must consider differences between generations and among ethnic groups within the market, say people familiar with this segment of the population. They must also understand the importance that Asian-Americans place on factors such as trust, business ownership, education and savings.
Trust is very important to Asian-Americans, says Susan Cooper, an executive vice president of the New York metro branch of AXA, New York. "Once they trust you, they really trust you."
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