Dicke Financial Co. profile

Livin' large

Lima broker, sidekick succeed with
persistence, confidence, client care

LIMA -- From small beginnings as a 23-year-old independent mutual fund broker in 1986, barely able to pay the rent for his small office in the Bank One building in downtown Lima, Bill Dicke has come a long way.

Now, handling accounts totaling more than $80 . . . Dicke is numbered among the top 100 brokers for the third largest mutual fund company in the United States.

And he still lives in Lima.

He has the connections and influence to bend the ear of the president of American Funds Service Co., a subsidiary of Capital Group, and his wealthiest clients live outside the area. But his office is an unmarked and unobtrusive dark brown, single-story building on Dixie Highway, just north of Breese Road.

"For me, this is a great place to work," Dicke said. "It shows you can do a good job anywhere in the country."

Dicke thrives on Lima's national connections. Most of his clients come to him by referrals, so while his wealthiest clients don't live in the area, Dicke said, they all have connections to Lima through family, friends or other business relationships.

Because of the clientele he's gathered in his 17 years as a Lima broker, Dicke has been on American Funds' advisory council in three of the four years from 1998 to 2001. He's still waiting to hear whether he made the list for 2002.

"They clearly know where Lima, Ohio, is," Dicke said of what his relationship to American Funds means for the community.

Being on the council means he's been one of the top 100 out of more than 100,000 American Funds brokers, doing between $12 million and $17 million in new business each year. Members of the council are invited to an annual meeting that breaks the company's usual pomp-free approach to business by lavishing the finest accommodations and food on the brokers. . .

Getting to the top

Though Dicke had some rough years in the beginning, with the stock market crashing the year after he started business, he persisted. He credits his success in the early years to a lack of fear and a view that he could be competitive for any level of client.

"I've never been frightened about the numbers because they're just numbers," Dicke said of high-dollar clients.

"I never thought big clients wouldn't hire me," he said. "There's been plenty that haven't, but you just keep trying."

After about four years in business, Dicke saw enough success that he decided to hire an assistant. That's when his business really took off.

At Dicke's side in business for more than 12 years now, Terri

Stonehill has become the backbone of Dicke Financial Services. She handles all the paperwork, sets all his appointments, answers the phone and helps him keep in touch with clients on a regular basis.

"I do everything but sell," she said. . .

While Dicke would like to make the American Funds' Advisory Council again for 2002, it's not the highest priority on his list and he's not sure he'll make it.

The last two years have seen what Dicke said is the worst bear market in history. During that time he's chosen to focus on caring for existing clients and minimizing their losses rather than gathering new business.

"I just felt it was necessary during the bear market to fixate on my existing clients," Dicke said, "because that's what they pay me for."

During such times, Dicke said his growth is at the mercy of his clients and depends on them having more money they want to invest. In 2000 and 2001, most of the new money that came under his management was from existing clients and it was enough to put him on the council.

Dicke said you can't reach the level of advisory council by just being a great salesman. Making the council means more than just sales dollars.

People who make the sales level aren't invited to the council if they aren't consistent in their performance or don't provide the quality service American Funds want their brokers to provide.

"It takes more of a relationship with clients and friendship and a commitment to doing what's right. And then it just happens," he said.

"People are in business for different reasons. If I was in it for the money, I'd be making a lot more money than I am -- and I'm doing pretty well." . . .

"I may not make it this year, but I have the confidence I will make it again in the future."