To be truly successful for the long-term, wholesalers can't just talk about their products. That's not going to get them anywhere, says John Aguilar, head of intermediary marketing at Voya Investment Management. So how can wholesalers build deep, trusting relationships with advisors to truly become a partner rather than merely a product vendor. "Our most successful wholesalers are "students of the industry," Aguilar says, adding that many obtain additional certifications, such as CIMA and CFA. In the end, Aguilar says the wholesaler's job is to make advisors look good in front of their clients to help them to attract and retain clients and to build their businesses.

In a Q&A with Money Management Executive, Mark Spina, managing director at Voya Investment Management, discusses how wholesalers can more effectively capture market share.

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