At most advisory firms, the founders are the primary rainmakers. They seem to have this innate, magical ability to bring in new business, and their entire firms have grown up around them to support them in that role.

The message to many of the next-generation hires, meanwhile, is that “you either have this innate skill or you don’t.” But what can firms do if they want to foster and build a business development culture? If you want all your advisors to develop new business, you’ll need to create a firm culture that makes generating sales a way of life — for the entire firm.

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