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Article: Clients and Prospects - Speak Their Language: To sell mutual funds to affluent investors, tailor your approach to their personalities.
- Article from:
- Financial Planning
- Article date:
- January 1, 2000
- Author:
CopyrightCOPYRIGHT 2000 SourceMedia, Inc. 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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For many investors, mutual funds comprise the bulk of their investment portfolios. Even among the wealthy, many of whom possess large individual stock portfolios, mutual funds play a very important role. Knowing how to position mutual funds-especially to high-net-worth investors-is essential to many investment advisers.
Traditionally, the benefits of mutual funds have been described to investors in the following ways:
* "Mutual funds are a good way of getting all the benefits of diversification."
* "With mutual funds you'll get professional money managers making the decisions."
Although these benefits are indeed accurate, the problem ...