Case studies
Professional Investor meets Lawyer – a challenge indeed!
Background
A professional investor and qualified solicitor, based in Birmingham, was frustrated by his disappointing sales performance. His presentations - to lawyers and professional trustees - aimed to shoe-horn 20 years investment experience and theories of value investing into a 12 minute talk; it was not his knowledge, so much as his personal style, which was letting him down. His audiences were cautious and wary of educated professionals outside their immediate field - did he come across as too didactic or theatrical? How could he fine-tune his speech to ensure their engagement and lead them to invest with him?
Desired Outcome
- To apprise other professionals of the benefits afforded by the smaller investment house over the larger, glitzy offices of the recognised “brand name” providers
- To instil a sense of trust that this investor “knows his onions” and can generate a healthy return on their investments
- To open their minds to an alternative, smaller house whose research and performance is just as impressive, and therefore no more of a risk, than the larger investment institutions
- To allay their fears and convince this challenging audience that a smaller company is equally as worthy of managing their funds
Actual Outcome
- A far more disciplined approach to planning, presenting and selling
- Questions were pre-empted and confident responses prepared to deflect opposition
- The investor was able to weave an element of intrigue into his script – this was not just another stock presentation, but one with unique insight and the potential to whet appetites
- The investor focussed on answering some very basic questions, aimed at tapping into the reluctant psyche of his audience
- Improved post-presentation note-taking to ensure key points and concerns could be addressed in follow-up reports
- Greater appreciation of when to speak and when to listen – mastering this skill underpins the key stepping stones to success
- Reinvigorated and re-motivated – the investor was once more hungry for business and prepared to push the boundaries to achieve his results
How long did this take?
2 X 3 hour coaching sessions over a 6 week period.
Follow-Up
This was a private client who received the coaching as a Christmas gift! Telephone conversations and emails were included as part of the package to track progress.
What the client had to say:
After a career of 20+ years both as a lawyer and as an investor, I was sceptical that I could improve my sales presentation style over such a short timescale. However, Ann stopped me in my tracks with her razor-sharp mind and ability to deconstruct the barriers and highlight where I was going wrong – she “just got it” and went on to map out some sensible and achievable sales techniques. As a result, I have reaped the rewards with just a few hours’ coaching – this is one investment well worth making!
Graham Englefield, Chief Investment Officer – Hathaway Investment Management Limited
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