Bill Edmonds

Bringing Clarity and Focus to Financial Advisors by Offering Services as an “Outside-Insider"

Helping Advisors Uncover Solutions to the Challenges/Opportunities of Operating a Successful Practice

Travels From:  South Carolina
City: Columbia


For the past 30+ years, Bill Edmonds has worked in the Financial Services industry, both as an Advisor and a leader of Advisors.

He joined Merrill Lynch as an FA in 1991, and built a successful book of business as a Chairman’s Club producer.  In 1995, he became a Resident Director (producing manager), and was named “Manager of the Year” on two separate occasions.  He joined the executive ranks of the firm in 2006, as a Director, where he continued until his retirement in December of 2014.  In his most recent role as the Director of the Columbia Complex, he took the market from 80 Advisors and $65MM in revenue to 125 Advisors and over $107MM in revenue in a seven-year period.

A graduate of the University of South Carolina, Bill has had countless hours of leadership training, including such groups as Carnegie, Teleos, and The International Coaching Federation (ICF) – the world’s largest organization of professionally trained coaches.  He has hired and trained hundreds of FAs and has coached hundreds of Advisors to higher production levels.  He has coached FAs on team formation, systems processes and work-life balance issues.

The core of Bill’s coaching and consulting is hands on, one-on-one engagement with FAs who want to create excellence in their practice.  This is accomplished by combining the latest tools, techniques and resources with the particular qualities and strengths that each Advisor brings to the table.

Bill coaches and consults with a belief that….

  • One size doesn’t fit all
  • FAs don’t necessarily need more content – they need more application
  • Most Advisors know what they need to do, but often struggle with how to do it
  • Learning how to combine the technical parts of the role (what all Advisors are taught by their firms), with their uniqueness (DNA, education – life-experiences), is what separates good FAs from those who’ve achieved excellence

Merrill Lynch…

  • Successfully grew revenues from $65MM to $107MM over 6 1/2 year period.
  • Sourced, hired and trained over 200 financial professionals during leadership career
  • Coached and mentored over 200 Financial Advisors resulting in increased…
    • Productivity
    • Performance
    • Personal Growth
    • Client Satisfaction
  • Built high performing business teams through…
    • Sourcing
    • Selection
    • Coaching/Mentoring
  • Keynote speaking for client events, marketing presentations, and civic events
  • Initiated and led marketing campaigns
  • Organized and facilitated peer learning groups for business leaders
  • Planned and delivered all training and professional development programs
  • Led merger of Merrill Lynch and Bank of America for market
  • Collaborated across lines of business delivering enterprise to 6,000 high net worth clients
  • Dale Carnegie Leadership Training
  • Telios Leadership Training


Where to Now?  How Do I Take My Business to the Next Level?…

3 Truths

  • —All things being equal, people do business with and refer business to those they know, like, and trust
  • —An Advisor’s job is to add value to people’s lives
  • —Process creates capacity

—What we believe

  • Your scarcest resource is time
  • —FAs don’t need more information…they need more application
  • Most Advisors know what they need to do
  • One size doesn’t fit all
  • Customized solutions are required in order to reach your full capacity

This program is designed to

  • Simplify Your Practice
  • Re:TheHowLearn a process for freeing up 10-20%+ more time for client acquisition
  • Learn a New Approach to Prospecting
  • Re:TheWhy – reshaping your acquisition strategy around your interests and your strengths



Areas of expertise

  • Advisor Leadership
  • Leadership Team Development
  • Executive Learning Communities/Group Coaching
  • Strategic Planning
  • Talent Review and Acquisition
  • Legacy/Succession Planning
© 2019 Ro Morrison & Assoc.