BDM of the Year: People and performance first

You can never underestimate the value of solid industry experience, and in a swiftly changing financial landscape, that value has only increased. Those industry insiders who have been around for a while understand the relevance of going beyond sales targets to ensure advisers and clients needs are met.

It’s no surprise then that a focus and dedication to maintaining and developing relationships has garnered much praise from the judges of this year’s Money Management BDM of the Year for Denise Rodger, who has been crowned state winner for Western Australia and overall winner for 2009.

“One persuasive point for me was in her resume where advisers ranked her the number one BDM for her performance across all adviser relationships, and the number one BDM for her performance with lead relationships,” said Peter Roan, one of the judges for the award.

“Her resume and answers had a focus on relationships as opposed to ‘sales’.”

Judging panelist Conrad Burge offered similar sentiments when noting Rodger’s extensive experience in the financial industry.

“In her time with Asteron she has earned a number one ranking as a BDM for Western Australia and she has a considerable range of skills necessary for success in her industry, including technical and marketing expertise, product knowledge and relationship-enhancement abilities.”

Another judge, Wayne Leggett, also praised Rodger, pointing to her dedication to her work.

“As one of the longest-serving BDMs nominated, Denise’s commitment to the position and the quality of her application clearly indicate her standing in the profession.”

Rodger, who boasts more than 20 years’ experience in financial services, clearly values the development stage of a working relationship.

“From my perspective [it] involves a genuine effort to listen and be open-minded, supportive and prepared to share knowledge (industry or otherwise) and experience in order to build credibility and eventually the trust of a client,” Rodger said.

“Listening is a great way of allowing clients to open up and raise issues, vision, needs and obstacles unique to their situation; every client has a different view so you can never assume or ‘pigeon hole’ advisers.”

Rodger said gaining an adviser’s trust is important because they are placing a client’s trust in the organisation they represent.

“Maintaining relationships is the discipline of continuing to provide reliable support, offer ideas to enhance an adviser’s business or value proposition and build confidence by managing and delivering on expectations in a timely fashion,” Rodger added.

At Asteron for just over five years, Rodger also spent a period of time with AMP Adviser Services in Perth.

“The motivation for the move was the attraction of working in a dynamic and innovative environment where the company had an excellent reputation amongst advisers in the risk product space,” Rodger said.

She said working with advisers and their clients as a technical and marketing manager was “a solid grounding experience” and led to “a good understanding of the process advisers go through to attract and retain clients”.

When questioned about what she likes about her job, Rodger said she enjoys educating advisers on the technical aspects of products and helping them address client needs to provide the best outcome possible.

As for identifying her best qualities as a BDM, Rodger said it came down to “consistency and reliability — being honest and delivering as promised”.

Rodger is eyeing management as a future pathway, saying her goal is to “move towards a management role that still maintains close contact with advisers in the short term”.

State winners for BDM of the Year have also been named, with Karen Purcell of AIG Life declared state winner for NSW, Andrew Marshall of AXA for Victoria/Tasmania, David Clegg of Barossa Vines for Queensland, Renee Oldfield of Aspen for South Australia, and Asteron’s Denise Rodger the winner for Western Australia.