The first three parts of this 4 part series covered the following findings :

Part I    Business Confidence

Part II    Market Confidence

Part III    Product Confidence

AMC Confidence

We asked the advisors to give top 5 ranks to AMCs in each of these 4 categories :

1. Ability to generate long term wealth through equity funds

2. Ability to deliver superior risk-adjusted returns from debt funds

3. Distributor engagement, training and support

4. Product and process innovation, new sales ideas

We consciously asked for only the top 5 ranks as advisor mindshare on each parameter rarely goes beyond 5 names. Based on these ranks, we collated total scores of all AMCs which were listed by the advisors and then gave cumulative zone wise and all India ranks based on these total scores. Reproduced below are the top 10 AMCs in each zone within each parameter, on the basis of these scores. Each of the AMCs listed here in any of the parameters in any of the zones are therefore in the top 5 consideration set of at least some of the advisors in that zone for that parameter.

Here is the pulse of the leaders on AMC confidence:

Our heartiest congratulations to all the AMCs who feature in these lists - they clearly have succeeded in capturing mindshare of some of India's most successful advisors in the respective parameters. And, to the AMCs who top the respective lists at a zonal and national level - hats off for emerging top of the pile in a very competitive market place !

Business Mantras for 2012

2011 was a challenging year for the MF industry and for the distribution fraternity. 2012 does not promise to be a bed of roses. Distributor regulations are a certainty in 2012. Margin pressures do not seem to be easing. And yet, as entrepreneurs, an advisor's focus as always is to find ways of growing his business. What are the key business mantras that leading advisors are adopting in 2012, to help them navigate through challenging times and emerge stronger?

In Part II of this series, we brought you business mantras of some of India's very successful advisors across many cities. Here are a few more mantras, for you to reflect on.

Bharat Phatak, Wealth Managers, Pune

• Stick to the knitting.

• Believe in the future of India and Indian Equities.

• Follow Asset Allocation.

• Control emotions.

• Support Clients in focussing on the long term.

Shrikant Bhagavat, Hexagon Capital Advisors, Bangalore

• By introducing new products and concepts which may or may not be linked to Mutual Funds, I hope to reduce my dependence on mutual funds.

• I need to protect my bread and butter fee paying clients by improving review schedules and compliance.

• Continue emphasis on strategy development to improve portfolio performance. Recruitment and training to increase strength and team size is critical to retain clients and increase referrals.

Brijesh Dalmia, Dalmia Advisory, Kolkata

• Mature discussion with clients about alignment and understanding between the client and us so that we are on the same track.

• Hand holding the clients during these difficult times.

Ritu Mathur, Megriar Advisory, Delhi

• Focus on MNI clients alongwith the current focus on HNIs

Vivek Rege, V R Wealth Advisors, Mumbai

• KEEP FIXED COSTS IN CONTROL

• KEEP DOING YOUR WORK , EVERYTHING ELSE HAS TO FOLLOW

• KEEP INOVATING YOUR OWN PRACTICE AND BEAT YOUR INTERNAL BENCHMARKS

• BE CLIENT FOCUSSED

Sanjay Sondhi, Pegasus Advisory, Delhi

• INCREASE CUSTOMER BASE - AGGRESSIVE GO TO MARKET STRATEGY - INCREASE CUSTOMER ENGAGEMENT

• INCREASE INTERNATIONAL CUSTOMER / PARTNER BASE

• USE TECHNOLOGY AND WEB TO DRIVE BUSINESS

• HIRE BETTER AND MORE PEOPLE

• OFFER MORE PRODUCTS - REAL ESTATE - SECONDARY DEBT - INNOVATIVE SECONDARY EQUITY PRODUCTS

S.Srinivasan, MoneyKare, Chennai

Think for the future, act positively and face the world with confidence.

Ankur Garg, Diva Jyote Portfolios, Delhi

4 Key Mantra's for 2012

• Sign up as many new clients - young salaried / self employed professionals in the age group of 25-40.

• Offer them comprehensive value added services across the entire range of financial services - tax advsiory, equity, debt, life/general insurance etc

• Inculcate the habit of regular and disciplined investing in clients thru SIPs

• Educate more clients on the benefits of debt products vis a vis bank /post office deposits.

Pallav Bagadia, Brand New Day, Guwahati

• " Best Businesses are always built in the worst times" , I don't know who said it. But I totally believe in the statement.

• Business mantra is going to be very simple:

• Be with the client in terms of engagement. We have increased the frequency of client meetings.

• Give higher emphasis to asset allocation.

• Bring in as many more clients as posssible, client coming in now will generate good returns over the next 3-5 years, be it in debt or in equity.

Arun Kumar K, A K Associates, Bangalore

• KEEP COST UNDER CONTROL.

• TAKE CARE OF THE EXISTING CLIENT REQUIREMENT AND SERVICE THEM WELL.

• NO MISTAKES IN SELECTING EXOTIC IDEAS. NOT TO GO FOR ANY ADVENTURE RIDE IN THIS CHOPPY MARKET.

• STICK TO BASICS.

Ashish Golechha, Chennai

• STAY HUNGRY, STAY FOOLISH

K.V. Kannan, Burgeon Advisory, Bangalore

• CUSTOMER ENGAGEMENT, EAR TO THE GROUND, TECHNOLOGY & SYSTEMS AND LAST BUT NOT THE LEAST NEW CLIENT ACQUISITION LIKE NEVER BEFORE.

• GOOD LUCK AND HAPPY NEW YEAR 2012.

Chetan Shah, Investors Point, Dhanbad

• SIP will prove to be the best product for the long term customers. People don't hesitate in continuing the SIP for long term as they have seen the bull and bear of 2007 to 2010. They are still confident on SIP's as they know they buy more units at a lower level and hence cost averaging. Clients still hesitate to go for a lumpsum in equity Investments.

• Further we will promote Liquid funds tremendously in retail segment. There are thousands of people who have a plenty of money in their savings bank a/c parked merely because of emergency or lack of knowledge of investment avenues. Liquid fund is a product which will help your client build confidence in you.

• Further we will promote other products too like Bonds, F.D's, LIC etc. in which the client will feel safe & secure.

Milind - Sangita Chitnis, Chitnis Financial Planners, Mumbai

• Focus on all asset classes rather than just equity (but DO NOT ignore or banish equity).

• Keep talking to clients through bad markets.

• Make sure that SIPs are renewed / not discontinued.

• Give unbeatable service at low / zero cost.

Jignesh V Shah, Surat

• KEEP YOUR COST LOW

• KEEP CUSTEMER INTEREST FIRST AND STAY IN BUSINESS

• GRAB EVERY OPPORTUNITY.

• KEY IS STAY ON PITCH.

Deepak Chabbria, Axiom Financial, Bangalore

• Challenging Times do not necessarily require special ability, you need to think positively and act differently.

• If your business plan is set on firm footing then you only need to tweak it for such times.

• I intend to be more proactive and improve client engagement. The objective is to send the clear message to the clients that we are in it together and there is someone who is constantly at work thinking about their monetary well being. I would go that extra mile, because there are no jams on that mile.

• The aim is to focus on 'Controllable" and ignore what is beyond.

• As Woody Allen once quipped '80% of life is showing up', we just need to be there.

Killol Ringwala, Safe Assets, Ahmedabad

• INCREASE SIP

• ALLOCATE MORE MONEY TO EQUITIES, FOR CREATION OF WEALTH OF MY CLIENTS

Mohsin Bijapuri, Bijapuri Advisory, Chennai

• I shall shortlist 100 of my good clients and spend time with them, reinforce constructive ideas in them and collect referrals from them and go about meeting people.

• Meeting people is the mantra and I will go about doing this with renewed vigour.

Mehran Felfeli, Ethix, Pune

• My business mantra is to continue focus on AUM construction with strict adherence to asset allocation, ethics and Zero fee model.

• " A Customer doesn't care how much you know until he knows how much you care"

To conclude....

We hope you have found this four part series on the survey's findings useful in helping you sharpen your own thinking on your business and product priorities for 2012. We hope that the business mantras that have been shared by these successful advisors will help you reflect and sharpen your own business mantras.

What more would you like to see in future Wealth Forum surveys? What are the changes you think we should make in the Advisor Confidence Survey? Share your thoughts by posting comments in the box below - its YOUR forum !