I'm new to the industry but am doing pretty well right now, and I know the things I've learned on here have helped. With that, I need some help in refining my sales. First, I see Morningstar ratings on Fund Fact Sheets (some), and a lot of focus on historic returns. I don't really like the idea of selling this way/with this focus but wanted to see what you guys thought. Also, if you don't focus on historic returns/Morningstar ratings etc., what is your focus when you're selling a mutual fund.? How do you do it?
I look for consistency of past returns and especially at risk/return. Don't just focus on the raw return numbers, but focus more on the risk/return profile of the fund.