Building Trust at Scale: Brian Willer on Leading High-Performing Institutional Sales Teams

In this episode of the Rainmaker Podcast, Gui Costin sits down with Brian Willer, Senior Vice President and National Sales Manager of Institutional Business Development at Federated Hermes, to discuss leadership, communication, and the operational discipline required to scale an institutional sales organization.

Willer begins by reflecting on his early background growing up in Maine with no direct exposure to investment management. His interest in financial markets was sparked by curiosity rather than formal guidance, eventually leading him to Bryant University, where a trading simulation room cemented his desire to enter the industry. He launched his career at Fidelity Investments on the inside sales desk, gaining foundational training during the Global Financial Crisis. This period proved formative, teaching him how to navigate difficult market environments, client uncertainty, and the importance of preparation and resilience.

After several years at Fidelity, Willer sought a path that allowed him to move into the field without leaving New England. Following a stint in recordkeeping sales, he joined Federated Hermes in 2013, entering the institutional business during a period of growth. Over time, he progressed into a leadership role overseeing an eight-person institutional sales team across North America, while working closely with the firm’s liquidity, treasury, and consulting relations groups.

A central theme of the conversation is culture and communication. Willer emphasizes that Federated Hermes’ culture is built on trust, transparency, and long-term tenure, supported by a relatively flat organizational structure. He believes leaders must stay deeply connected to their teams, noting that sales leadership cannot be effective from a distance. His communication model blends structure and consistency—biweekly team meetings, monthly one-on-ones, and formal quarterly reviews—with constant daily interaction to stay close to opportunities, challenges, and client conversations.

Willer also highlights the importance of tapping into collective intelligence. He encourages open sharing across the team, allowing reps to learn from one another’s positioning strategies, client objections, and successful approaches. By deliberately creating forums where ideas and insights are exchanged, he helps eliminate silos and raise the performance of the entire group. This philosophy extends beyond sales to cross-functional collaboration with product, marketing, and RFP teams.

The discussion also covers the role of CRM systems, particularly Salesforce, as a core business tool rather than an administrative burden. Willer stresses the importance of data quality, capturing meetings early, and documenting detailed notes to support long institutional sales cycles. A well-maintained CRM enables better internal coordination, more relevant client outreach, and improved prioritization across teams.

When asked about leadership philosophy, Willer describes his approach as trust-based and intentional. He prioritizes kindness, thoughtful communication, and honest feedback delivered in the right setting. For young professionals entering the industry, his advice centers on building relationships early and focusing on controllable factors such as preparation, process, and continuous learning. He concludes by noting that time management is his greatest challenge as a leader, and that prioritizing what best serves clients and the team is the framework he uses to stay focused and effective.

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