March 04, 2025 | 26 MIN

Mastering Institutional Sales with Allen Gray of Silvercrest

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In this episode of The Rainmaker Podcast, host Gui Costin, Founder and CEO of Dakota, sits down with Allen Gray, Managing Director at Silvercrest Asset Management Group. With decades of experience in institutional sales and marketing, Allen shares insights into his career, leadership philosophy, and the evolving landscape of institutional investing.

Allen begins by discussing his career journey, which started at Kidder, Peabody & Company despite having no formal business education. He quickly adapted, completing accounting courses and participating in a management training program. After the firm’s acquisition by General Electric, he sought partnership opportunities and co-founded Radnor Capital Management, growing assets from $10 million to $1.6 billion in six years before selling to U.S. Trust Company. Later, at Osprey Partners, he helped expand assets from $800 million to $4.2 billion in just two and a half years.

At Silvercrest, Allen was tasked with building an institutional business from the ground up. When he joined in 2008, the firm had $6.5 billion in ultra-high-net-worth assets but only $100 million in institutional assets. Through strategic acquisitions and disciplined growth, Silvercrest now manages $10 billion in institutional assets, with top clients averaging over $400 million each. The firm has expanded investment capabilities, adding growth and
international strategies.

Allen’s sales strategy emphasizes process over volume. His teams are structured into small, specialized silos with dedicated investment, client service, and business development professionals. He stresses relationship-building over transactional sales, ensuring long-term partnerships. Silvercrest also leverages sub-advisory relationships, allowing distribution through larger platforms without engaging in retail sales.

Communication and transparency are essential to Allen’s leadership. Silvercrest tracks an “actionable pipeline”, focusing on opportunities likely to close within six months. His trust-based leadership allows experienced professionals the freedom to execute their responsibilities while maintaining accountability. He prioritizes hiring skilled individuals, providing them with the right tools, and minimizing bureaucracy.

For young professionals entering the fundraising business, Allen advises deep investment knowledge beyond sales materials. Understanding market dynamics, analyzing performance data, and maintaining transparency in tough times are key to success. He highlights industry challenges, including increased competition from consulting firms offering multi-manager funds, making direct institutional outreach more crucial.

Podcast Experiences

  • Building a Culture ofKindness and HighPerformance: LeadershipLessons from Dakota

  • Mastering Sales Targeting & Outreach with Gui Costin

  • Measure Success: Successful Sales Strategies That Actually Work

  • Mastering Institutional Sales with Allen Gray of Silvercrest

  • Driving Sales and Success with Brad Jung, Russell Investments

  • Democratizing Private Equity with John Bailey, OneFund Investments

  • Guantong (“GT”) Sun on Process-Driven Fundraising at Turning Rock Partners

  • Scaling Private Wealth with Doug Krupa, KKR

  • Michele Colucci on AI-Driven Healthcare at DigitalDx Ventures

  • Driving Distribution with Discipline – Daniel Noonan, Cohen & Steers

  • Earning Trust, One Deal at a Time – Drew Dolan, DXD Capital

  • Joe Grogan on Culture and Consultative Sales at WisdomTree

  • How Stacy Havener Built Havener Capital on Storytelling and Strategy

  • Capital Formation, Not Sales – Inside CAZ with Christopher Zook

  • Fundraising with Precision: Inside Optimizing Sales at LAB Quantitative Strategies with Shane McCarthy

  • Inside the Capital Formation Playbook of RMWC with Michael Rubenstein

  • Educate, Don’t Sell – Danielle Brown’s Fundraising Playbook at Altriarch

  • John Donovan on Building Trust and Transparency at TowerBrook

  • “Thinking Big” with Urban Standard: Seth Weissman’s Approach to Fundraising and Growth

  • Andrew Saunders on Building a Collaborative Sales Culture at Castle Hill Capital

  • Inside 65 Equity: Leon Brujis on Partnering with Founders for Growth

  • Inside Dundas Global Investors: James Curry & Andrew Brown on Hybrid Sales and Service

  • Culture, Content, and the Future of Investment Sales

  • The No Policy, Policy with Gui Costin

  • Sales Confidence, Culture & Connection with Gui Costin

  • Gui Costin On How To Create a High Performing Sales Team

  • How To Win More Deals with Effective Cold Email Techniques with Gui Costin

  • How to Build Unconventional Cultures That Thrive with Gui Costin

  • Leading with Kindness: Building a High-Performance Culture Without Burnout with Gui Costin

  • The Dakota Way

  • Mastering Sales with Data Driven Growth with Gui Costin

  • How Dakota Raised $30 Billion For Their Clients

  • The Dakota Way: Why it Matters with Gui Costin

  • What We’re All Missing to Be Successful at Sales and Like It with Gui Costin

  • A Culture Of Success

  • Words Matter: How Gui Costin Built a Culture of Kindness and ExcellenceNotable Leaders' RadioPlay

  • Mastering the Art of Fundraising: $40 Billion Raised Dakota CEO, Gui Costin

  • Unlocking the Leadership Code: Lessons from the Frontlines

  • The $40 Billion Secret: Gui Costin on Trust, Leadership, and Redefining Sales

  • Helping Investment Firms Thrive – Fastlane Founders with Gui Costin

  • The Power of Kindness

  • Sales Leadership in the Investment Industry with Gui Costin

  • A Modern Leader’s Guide to Sales Success with Gui Costin

  • Gui Costin’s Proven Formula for Coaching Sales Teams to Success

  • Capital Raising Campaign Strategies with Gui Costin

  • Embracing Accountability in Sales with Gui Costin

(610) 764-0539
Gui@dakotaLive.com

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