He noted that all distributors work in the same market, deal with the same AMCs and sell the same products. Yet the results are very different. Some of them struggle to grow while others build businesses with AUM exceeding Rs.500 crore.
Prem believes that the difference is not the product or the market. It is the behaviour. He spoke about eight simple yet effective behaviours that set top MFDs/advisors apart:
Prem explained that trust is the foundation of a strong advisory practice. Clients usually do not leave because of one bad year. They leave when trust breaks. During market corrections, investors mainly want reassurance. Performance may bring clients, but trust keeps them invested with you.
He noted that successful advisors build simple yet disciplined habits such as responding promptly to client queries, conducting regular reviews and maintaining consistent communication. These small but steady efforts help strengthen client relationships and support long-term AUM growth.
Prem pointed out that average MFDs tend to focus on products, while successful MFDs focus on clients’ life goals such as children’s education, retirement and financial security. Investors don’t necessarily look for specific funds, they seek financial stability and peace of mind.
He observed that optimism may work during bull markets but composure becomes more important during bear markets. Investors often mirror the behaviour of their MFDs. If the MFD remains calm and confident, clients are more likely to stay composed and remain invested.
Prem also highlighted that attempting to serve every segment of the market may not be effective. MFDs can achieve better growth by focusing on specific client. Specialisation helps build deeper expertise and a more focused practice.
You can watch the complete session to know more about behavior that can set you apart from competition. Visit this link: https://www.youtube.com/watch?v=6a1RDw2_4K8
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