Ryan Williams on Mastering Sales with a Lean Team and a Personal Touch at Swan Global Investments

In this episode of the Rainmaker Podcast, Gui Costin sits down with Ryan Williams, Director of National Accounts at Swan Global Investments, to explore what makes a lean, non-channelized sales team thrive in a competitive asset management environment. Ryan shares his journey from internal wholesaling to leading Swan’s distribution relationships, offering a rare look at the mindset and discipline required to succeed in investment sales today.

One of the central themes Ryan discusses is Swan’s strategic decision to operate without channel segmentation. With just four wholesalers covering the entire country and all advisor channels, this approach enables the team to pursue every opportunity without the friction of internal handoffs. It also empowers salespeople to build relationships fluidly, regardless of territory or advisor type.

Another highlight of the conversation is the team’s relentless focus on email strategy and personalization. Ryan explains how seemingly simple changes, like testing subject lines or inserting personal references, have driven a dramatic increase in meeting conversions. He emphasizes that, in an industry where performance can fluctuate, consistent access to meetings and thoughtful storytelling is what truly moves the needle.

Ryan also offers insight into Swan’s open, feedback-driven communication culture. Weekly calls with firm leadership, including the Swan brothers, ensure alignment between what clients are saying and how the firm positions its strategy. This connection helps inform both marketing and product direction.

The discussion dives into Swan’s use of HubSpot CRM, where Ryan stresses the importance of clean data and tracking pipeline with intention. From updates on advisor movements to segmented drip campaigns, the CRM is central to their disciplined sales process.

Leadership-wise, Ryan balances autonomy with accessibility, encouraging his team to own their territories while remaining unafraid to ask for help. He stresses the importance of transparency, especially when setting expectations with advisors around Swan’s options strategy, a product that demands both clarity and consistency to be fully understood.

For those new to the field, Ryan advises shadowing experienced professionals, actively networking, and approaching every interaction with authenticity. He closes by reflecting on the importance of standing out in a crowded investment space through honesty, conviction, and a commitment to delivering long-term value.

This episode is packed with practical sales wisdom and strategic insight for professionals looking to elevate their fundraising and relationship management skills.

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