BOSTON - While fund companies have traditionally sold differently to the broker/dealer and registered investment advisor channels, fund companies' wholesalers should begin selling to broker/dealers in the same manner as they do to registered investment advisors, said fund executives.

Rather than giving lunches and sleeves of golf balls, fund wholesalers should try to become consultants to broker/dealers, said Fred Gifford, vice president of Sequoia System International of Naperville, Ill., a firm that trains wholesalers in the financial services industry. Fund wholesalers have traditionally approached broker/dealers using a transactional sales model in which fund performance drives the sale, he said.

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