制卧价贸易+学 金融英语阅读 offering services others didn't."I pitched my research to [mutual and pension]fund managers who have holdings in Asia [and]are being poorly served by big investment firms [that]don't have analysts on the ground,"Riedel says. Six clients quickly signed up with Riedel,and he plans to have 30 by year's end. Riedel believes his on-the-ground information,tailored to his customers,has paid off. He advised clients not to pull out of holdings in Indonesia,despite the country's recent political instability due to terrorist attacks.This year,Indonesia quieted down,held a peaceful presidential election,and watched its stocks soar. FINDING YOUR NICHE For people without knowledge of investment advising,getting into the business seems like a snap.There are relatively low barriers to entry,since it doesn't take much capital to open an office,and getting certified as an advisor is not difficult in most states. But building the kind of trust that attracts clients is much harder.Emily Sanders (below),founder and president of investment advisory firm Sanders International Inc. in Norcross,Georgia,believes finding a market niche is crucial.In her case,it's affluent women--an underserved client base.Similarly,Jennifer Black,a financial analyst who formed Jennifer Black Associates from her home in Lake Oswego, Oregon,has focused on researching apparel and retail companies,becoming an expert in these areas. Once they find that niche,savvy entrepreneurs use unconventional ways to reach these clients.Big financial firms tend to attract clients through traditional advertising and word-of-mouth,which can be expensive and time-consuming.But Sanders,for instance,has become a corporate contributor to the Atlanta Women's Foundation,a nonprofit organization,to help promote her services and net new clients. Perhaps most important,given the current skepticism toward investment research, entrepreneurial advisors must promote their independence,the key advantage that sets them apart from the big boys.Small financial advisors simply have to use every opportunity to emphasize that because they don't have brokerage operations,their research can't be tainted. 第2页共2页金融英语阅读 offering services others didn't. "I pitched my research to [mutual and pension] fund managers who have holdings in Asia [and] are being poorly served by big investment firms [that] don't have analysts on the ground," Riedel says. Six clients quickly signed up with Riedel, and he plans to have 30 by year's end. Riedel believes his on-the-ground information, tailored to his customers, has paid off. He advised clients not to pull out of holdings in Indonesia, despite the country's recent political instability due to terrorist attacks. This year, Indonesia quieted down, held a peaceful presidential election, and watched its stocks soar. FINDING YOUR NICHE For people without knowledge of investment advising, getting into the business seems like a snap. There are relatively low barriers to entry, since it doesn't take much capital to open an office, and getting certified as an advisor is not difficult in most states. But building the kind of trust that attracts clients is much harder. Emily Sanders (below), founder and president of investment advisory firm Sanders International Inc. in Norcross, Georgia, believes finding a market niche is crucial. In her case, it's affluent women--an underserved client base. Similarly, Jennifer Black, a financial analyst who formed Jennifer Black & Associates from her home in Lake Oswego, Oregon, has focused on researching apparel and retail companies, becoming an expert in these areas. Once they find that niche, savvy entrepreneurs use unconventional ways to reach these clients. Big financial firms tend to attract clients through traditional advertising and word-of-mouth, which can be expensive and time-consuming. But Sanders, for instance, has become a corporate contributor to the Atlanta Women's Foundation, a nonprofit organization, to help promote her services and net new clients. Perhaps most important, given the current skepticism toward investment research, entrepreneurial advisors must promote their independence, the key advantage that sets them apart from the big boys. Small financial advisors simply have to use every opportunity to emphasize that because they don't have brokerage operations, their research can't be tainted. 第 2 页 共 2 页