Advisers should know how wealthy think; Mature approach needed, exec says.(News)

Byline: Bruce Kelly

What F. Scott Fitzgerald supposedly told Ernest Hemingway is true: The rich are different from everyone else.

But it's understanding how the rich are different from each other that can help brokers and financial advisers.

So says Stephen Gresham, chief sales and marketing officer, asset management, with The Phoenix Cos. Inc. in Hartford, Conn.

Commenting on this year's "wealth survey'' conducted by Phoenix and Harris Interactive Inc. of Rochester, N.Y., Mr. Gresham says that financial services "is a fragmented, matur