For starters, think of financial planners and advisers as information providers and not salespeople. That appears to be the mindset at T. Rowe Price that has hung up, at least for now, its hard-sell approach with something of a softer touch. According to Investment News, the Baltimore-based firm has enough confidence in its products that when an adviser is looking for a replacement fund, the firm says, T. Rowe Price will come to mind. 
 
John Cammack, who heads third-party distribution at the firm, says the new approach has been met with positive results. T. Rowe, says Investment News, has a "very sophisticated and well-packaged response" when a call comes in, and their target audience seems to like it. 

"There are so many firms who try to sell us," investment consultant Jeffrey Mitchell of Massachusetts-based Pillar Financial Advisors told Investment News," but T. Rowe Price's products "can sell themselves, and they're a pleasure to work with after that, so their model is a bit more unusual."