Selling an ETF has become less about about sales and more about adviser education, which has sparked many firms to create roles for ETF specialists. These are people who know everything about the products as well as the market forces driving their returns. 

On this episode of Trillions, Eric and Joel speak with Paul Baiocchi, an ETF specialist with Alps, a mid-sized issuer with about a dozen ETFs. They discuss how he talks to advisers about the firm's products such as their hit MLP ETF, their rising-star clean energy fund, as well as their series of `dog' ETFs. They also discuss Paul's days at Index Universe (now ETF.com) as an analyst back when ETFs had yet to go mainstream.