EXTERNAL WHOLESALER COVER LETTER TEMPLATE

Updated: Jun 13, 2025 - The External Wholesaler develops an in-depth understanding of the firm's range of offshore funds and alternative products, working closely with Sales Directors to promote investment products through financial intermediaries. This position assists in cultivating and deepening relationships with advisors, utilizing tools like database screening and Salesforce for relationship management and tracking engagement. This role implements institutional channel sales and marketing plans, focusing on acquiring and maintaining relationships with top-producing Registered Investment Advisors (RIAs) and enhancing digital marketing efforts.

An Introduction to Professional Skills and Functions for External Wholesaler with a Cover Letter

1. Details for External Wholesaler Cover Letter

  • Establish and maintain national, regional, and local relationships within the territory.
  • Collaborate with licensed professionals to incorporate insurance and protection products into client's financial plans.
  • Work in conjunction with the internal support team to prospect, profile and manage assigned relationships.
  • Focus on high-producing relationships to improve retention and increase productivity
  • Fact-finding and prospecting within the region and to assigned relationships to maximize sales results.
  • Train and educate assigned financial professionals on concepts, product solutions, and marketing ideas.
  • Assist financial professionals at the point of sale during client meetings (either virtual or in-person).
  • Develop and implement a business and activity plan that maximizes field contacts within an assigned territory and/or assigned relationships.
  • Conduct meetings, seminars and training workshops to current and prospective relationships to increase the knowledge of available product lines and articulate the AIMCOR value proposition.
  • Maintain a constant focus on developing new relationships to foster sales growth.


Skills: Relationship Management, Collaboration, Prospecting, Retention Strategies, Training & Education, Sales Support, Business Planning, Seminar & Workshop Facilitation

2. Roles for External Wholesaler Cover Letter

  • Responsible for sales growth through all advisor-based channels including RIA’s, wirehouses, banks, independent brokers/dealers, and family offices. 
  • Assist in the development of sales plans for the assigned region
  • Work on increasing sales in the assigned region and in developing and maintaining assigned intermediary relationships
  • Maintain and strengthen knowledge base regarding all aspects of the investment industry, competitors (direct and indirect), and products available in the securities marketplace
  • Stay current on rules and regulations of selling securities as outlined by FINRA, the SEC, states and all internal guidelines established
  • Conduct training to external and internal advisors on investment options and new fund roll-outs
  • Assist in hosting geographical sales and training meetings
  • Handling meeting coverage requirements
  • Preparing for due diligence meetings
  • Providing wholesaler communication, training and completing sales analyses


Skills: Sales Growth, Sales Planning, Relationship Management, Industry Knowledge, Regulatory Compliance, Training and Education, Meeting Facilitation, Sales Analysis

3. Responsibilities for External Wholesaler Cover Letter

  • Develop a business plan to grow and maintain sales in assigned territory.
  • Drive sales through intermediary channels (RIA’s, wirehouses, IBD’s, banks, family offices)
  • Build and establish rapport with key centers of influence within local branch offices
  • Leverage existing advisor relationships 
  • Document activity and meetings in the CRM system
  • Conduct proactive telephone and in-person sales presentations to top tier advisors, highlighting firm products and value propositions.
  • Partner with the President to drive sales and assets and build relationships with advisors through the execution of a defined territory plan and sales process.
  • Effectively profile advisors to understand practice, clients and investment processes to identify needs and to position investment solutions and services to meet those needs.
  • Provide portfolio construction and practice management support to financial advisors to help them strengthen client relationships and grow business.
  • Execute consistent follow-up with advisors to advance the sales process and deepen advisor relationships.
  • Demonstrate organized, efficient and effective territory management and phone skills on a consistent basis.


Skills: Sales Planning, Relationship Building, CRM Management, Sales Presentations, Territory Management, Advisor Profiling, Portfolio Support, Follow-Up Execution

4. Functions for External Wholesaler Cover Letter

  • Develop an in-depth knowledge of the firm’s range of offshore funds and Alternative products
  • Work closely with the SDs to sell the firm’s investment products through financial intermediaries
  • Assist in cultivating new and deepening existing relationships with advisors by working with SDs as well as through database screening and outbound call campaigns
  • Make sales calls, respond to inquiries in a timely manner and handle and grow assigned relationships
  • Cover and have responsibility for an assigned territory and second-tier accounts directly
  • Work with SDs to create a rotation schedule
  • Work with contact relationship management database (Salesforce) to track meetings
  • Develop and implement Institutional channel sales and marketing plan
  • Acquire, develop, and maintain relationships with top-producing RIAs
  • Demonstrated long-term productive relationships within the RIA channel
  • Provide input in the development of digital marketing materials and firm positioning efforts


Skills: Product Knowledge, Relationship Building, Sales Calls, Territory Management, CRM Management, Sales & Marketing Strategy, RIA Relationship Management, Digital Marketing Input

5. Accountabilities for External Wholesaler Cover Letter

  • Track record of success in sales, highlighting the ability to effectively manage and consistently grow the channel
  • Schedule and conduct effective meetings with regularity in a wide variety of environments such as Zoom, phone, sub-advisor calls, groups, and in-person
  • Update and maintain Salesforce CRM with accurate and timely information
  • Maintain Outlook Calendar and AMS Intranet Activity
  • Meeting detail and notes should be entered directly following the appointment (activity notes should include the topic of conversation, case information, next steps for internal support follow-up, and date of next scheduled appointment/event)
  • Meet or exceed the minimum territory production standards (updated to reflect current territory opportunity)
  • Weekly planning/review meeting with Internal Partners
  • Collaborate with the Regional Principal to identify and develop opportunities within the region
  • Hold 16-20, in-person or virtual, sales appointments per week
  • Prioritize and manage daily, weekly, and monthly production and workload.
  • Maintain life and health insurance licenses.


Skills: Sales Growth, Meeting Management, CRM Management, Calendar & Activity Management, Production Planning, Collaboration, Appointment Scheduling, License Maintenance

What Are the Qualifications and Requirements for External Wholesaler in a Cover Letter?

1. Knowledge And Abilities for External Wholesaler Cover Letter

  • Experience with proven variable annuity sales results in the bank and/or independent broker-dealer channels
  • Strong relationships with key bank and independent broker-dealer advisors and firms in the defined territory
  • Exceptional presentation and communication skills
  • Demonstrated success in variable annuity and fixed index annuity sales
  • Proven track record of advisor relationship building
  • Experience in lead development, lead follow-up, qualification and targeted account selling in person, on the phone, and with virtual technology
  • Strong organizational skills and effective time management
  • Knowledge of Microsoft Office proficiency, Allego, Seismic, technology
  • Knowledge of CRM such as SalesForce or other CRM proficiency


Qualifications: BA in Marketing with 7 years of Experience

2. Experience and Requirements for External Wholesaler Cover Letter

  • Knowledge of financial markets with experience in a financial services organization
  • Understanding of how annuity products fit within the overall retirement planning landscape
  • Analytical skills and excellent communication and presentation skills
  • Demonstrated sales production with new and existing Financial Advisors
  • Proficiency with Microsoft Office Suite (Word, Excel, PowerPoint, Outlook).
  • Successfully complete regulatory and job training requirements.
  • Understanding of current market issues and trends as they relates to the insurance/financial industry and tax-related ramifications
  • Experience with Salesforce and Concur
  • In-depth product and industry knowledge.


Qualifications: BS in Business Administration with 6 years of Experience

3. Skills, Knowledge, and Experience for External Wholesaler Cover Letter

  • Proven track record of success with career and brokers and in achieving territory sales objectives
  • Demonstrated sales and presentation skills, including strong negotiation skills
  • Success in building and maintaining strong relationships with centers of influence
  • Excellent knowledge of current life insurance products and industry
  • Superior verbal and written communication skills
  • Strong interpersonal, team-oriented, organizational skills
  • Proven track record of developing sales results in assigned territory
  • Experience in all channels of life insurance distribution is optimal
  • Demonstrated strong fixed and variable annuity product knowledge
  • Strong sales and relationship management experience 


Qualifications: BA in Finance with 7 years of Experience

4. Requirements and Experience for External Wholesaler Cover Letter

  • Ability to perform under stress in cases of emergency, critical or hazardous situations.
  • Ability to work with others in a team environment.
  • Ability to develop strategies and business plans to deliver and exceed expected business objectives and results.
  • Ability to ensure workloads are appropriately balanced among team members.
  • Ability to identify and recommend process improvements.
  • Demonstrated excellent organizational skills with the ability to prioritize workload and multi-task while maintaining strict attention to detail.
  • Demonstrates advanced relationship management skills with internal clients (e.g. management, peers and colleagues) and external clients.
  • Demonstrates strong interpersonal skills with a collaborative style.
  • Demonstrates strong project management skills, including the critical ability to coordinate and balance multiple projects in a time-sensitive environment, under pressure, and meeting deadlines.
  • Finds common ground and can gain collaboration among management, colleagues and peers.


Qualifications: BS in Economics with 6 years of Experience

5. Education and Experience for External Wholesaler Cover Letter

  • Excellent oral, written and interpersonal communications skills
  • Informed and conversant across a broad range of topics
  • Energetic, self-motivated, positive attitude, goal-oriented
  • Strong work ethic and leadership skills
  • Ability and willingness to prepare relentlessly and execute passionately
  • Strong relationship-building skills—client-focused
  • Technical/Computer skills should include experience with Microsoft Word, Power Point and Excel
  • Familiarity with investment strategies and concepts
  • Enhanced problem-solving and analytical capabilities
  • Ability to work independently and collaboratively


Qualifications: BA in International Business with 5 years of Experience