Don't push products, push yourself as a brand
Nashik-based NJ Wealth MFD and author Samir Machawe shares how investing personally, consistent prospecting, and strong referrals built his distribution business. He emphasizes client education, social media visibility, and personalized engagement. With NJ's robust digital tools and support, Samir delivers consistent portfolio reviews and scalable value to diverse investor segments.
Original article published on Aug 29, 2025 in Cafe Mutual.
(https://cafemutual.com/news/tarraki/35638-dont-push-products-push-yourself-as-a-brand)
In a conversation with Cafemutual, Nashik-based NJ Wealth MFD and author Samir Machawe of Findas shares his strategy for success as an MFD and how distributors can leverage social media and technology for future growth.
What was your strategy to acquire clients and develop your business?
The most important part is investing yourself. I consistently ensure that I remain one of my own top 10 clients. The second most important factor is consistent prospecting, either through one-to-one sessions or networking platforms.
Asking for references from existing clients is also a key source of new business, especially when clients are satisfied with your services. In addition, I create content on social media platforms to generate leads and stay on top of clients’ minds.
What is your referral process?
For referrals, you need to serve your existing clients exceptionally well and make them your brand ambassadors. My mantra is to always give clients more than they expect. I usually ask for referrals during the feedback process—if they share a positive review of my services. The success rate is high with this approach and referrals often happen, if not immediately, then over the course of a few months.
How do you retain your clients? What activities help you in client retention?
Attention is critical for retention. Clients need to feel genuinely cared for. It is important to create touchpoints and listen to their needs.
A big mistake MFDs make is ignoring old clients, who then gradually shift to another MFD with better visibility. To prevent this, I share my own portfolio and continuously demonstrate that wealth can be built through mutual funds. MFDs must project themselves as individuals who have personally built wealth through mutual funds.
Additionally, MFDs should provide regular portfolio reviews, share knowledge on social media and explain their investment rationale especially during market corrections.
The distribution landscape is changing with more direct platforms and technology. How can MFDs use this shift to their advantage?
Popular online platforms lack a personal brand and cannot provide the handholding clients need during market volatility. This is where MFDs can step in and add value.
MFDs should focus more on client education than product-selling. They should not push products but instead push themselves as a brand by using social media and consistent knowledge sharing.
How do you approach social media marketing? Can you share some action points that other MFDs can use to build their presence?
There are multiple ways MFDs can use social media. Short videos are a very powerful tool to connect with a large number of prospects. Short-form videos can cover anything relevant to a client’s investment journey. MFDs can draw inspiration from existing content and add their own flavor based on their target audience.
Another way is through written content. Personally, I have received many referrals through my posts.
How did NJ help you in your distribution journey and growth?
NJ has made a major contribution to my growth. They have provided a world-class digital infrastructure, including apps and desktop logins, which enhance the user experience. They also offer quick and reliable local support, efficiently handling complaints and escalations.
Personally, I feel the best thing about being associated with NJ is that they do not push products to MFDs such as NFOs or schemes that may not be in the best interest of the client.
How do you engage with different kinds of investors—retail, HNIs, etc.? What should MFDs keep in mind while interacting with different client types?
I assign different team members to each client segment. While doing so, it is important to consider their knowledge, experience, communication skills and ability to remain calm and courteous especially when handling complaints.
I personally train employees on soft skills and also take the help of professionals such as psychologists.
Can you share how NJ’s tools helped you add value to your clients’ investment journey?
One of the most useful tools NJ offers is their portfolio review feature. It provides a ready-made, comprehensive report that saves time on data gathering and analysis. The report includes details such as investment types, investment changes and fund quartile ratings in the client’s portfolio.
This tool reduces personal bias, mitigates the lack of experience some MFDs may have and ensures consistency in reviews shared with clients over time.