Value Proposition Workshop: Finding Your Unique Value Stuart: Good afternoon, and thank you all for attending. Presented By: Abby Salameh Fusion Advisor Network ACR#88800

The Simple Facts The Gaps that Demand Our Attention: Lack of Identity. Most advisors struggle giving the elevator pitch. Fail to Plan. Less than 1/3 of all advisors have a written marketing plan.1 Lack of Focus. While most advisors claim to have a target market, the majority of their existing clients do not fit into that segment. Ad hoc Approach. Most advisors shoot from the hip when it comes to marketing. No Way to Measure. If advisors are actually doing any marketing tactics, most of them are not measuring the return on investment. 1. Best Practices: Business Development Study, Financial Planning Magazine 2011

Strategies that have the greatest potential to drive future growth What We Can Do Strategies that have the greatest potential to drive future growth Have a clearly defined value proposition. The ability to communicate who you are and what you do should be at the core of all your marketing initiatives Have a plan. Invest the time, money and dedicated resources to execute that plan Buy growth. Acquire another practice or hire another advisor Leverage existing resources. Hire additional business development or marketing staff

Value Proposition Definition & Characteristics Will differentiate your product or service from your competitors Consists of the total of the benefits which you promise to your clients and prospects Will convince clients and prospects that your particular product or service will add more value or better solve a problem than your competitors A clearly defined business statement that describes why a client should use a service from you

The Four Cs of an Effective Value Proposition Clear Concise Consistent Compelling

The Four Cs of an Effective Value Proposition “ABC Firm” has the unique and unequivocal ability to provide the most vast array of dynamic, innovative and far reaching services to wealthy people Clear

The Four Cs of an Effective Value Proposition Working with ABC Firm you will find that we offer some of the greatest deliverables you will ever find for high net worth individuals and business owners due to our super duper, amazing process we trademarked called “The Walk of Life” process that takes you through the hills and the valleys of life’s journeys with 5 simple, yet complex steps. Concise

The Four Cs of an Effective Value Proposition Website: ABC Firm provides comprehensive planning for high net worth individuals Brochure: ABC Firm focuses on the managing retirement plans, retirement planning and college savings Referral Calls In: ABC Firm offers exactly what you need (whatever that is) Consistent

The Four Cs of an Effective Value Proposition You should become a client of ABC Firm because we care about our clients Compelling

MOST IMPORTANT THING TO REMEMBER MAKE SURE EVERYONE IN YOUR OFFICE KNOWS YOUR VALUE PROPOSITION!!!

Value Proposition Workshop: Finding Your Unique Value

Articulate Your Firm Mission, Vision & Values Step 1 Mission Vision Values Core ideas that remain steady and provide guidance in the strategic decision making process Describes the firm’s current purpose and identifies the firm’s market and priorities Illustrates how the firm intends to achieve its vision and how it goes about the practice of its business every day Statement of what you are building and a picture of what the firm wants to be in the future Passionate and inspirational Your dream for your practice Beliefs or philosophies that are really meaningful to the firm Express the highest level of contemplation and are a reflection of the utmost principles of mind and thought  Release tremendous potential for success, accomplishment and happiness

Articulate Your Firm Mission, Vision & Values Step 1 An Example Mission Vision Values ABC Firm wants to always put the interests of our clients first. Whether looking at investment products or at new technology, we will be mindful of how this will impact our clients ABC Firm serves the needs of clients with more than 250,000 investable assets. We provide comprehensive guidance on assets and will not accept clients that we cannot advise on all assets ABC Firm has adheres to an established set of processes in order to work efficiently. Employees are all educated in processes, roles and responsibilities so there is no confusion ABC Firm strives to be a well known brand in our local community that stresses the importance of intimate relationships and comprehensive planning ABC Firm is passionate about making sure we give back in our community and build bridges to help clients achieve their future goals ABC Firm will eventually be a multi-partner firm allowing for expansion and a true team based approach to wealth management Ethical, honest and straightforward Always do the right thing True to the targets we have defined (will not accept clients under 250 or who do not allow us to manage all of their assets) Find ways to give back to the community and those in need

Define Your Key Audiences Step 2 Your Value Proposition Must Resonate with All Key Audiences Employees Prospects and Clients Media and influencers

Define Your Solutions that Meet Audience Needs Step 3 Why do we do what we do? Whom do we serve? When and where do we provide it? How do we do it differently from competitors? What services and solutions do we provide?

Get Specific: Define the “Proof Points” Step 4 Proof Point Characteristics Specific Provable Relevant Integrated Wealth Management Solutions Insert proof points (ex: comprehensive wealth management solutions utilizing third party management solutions)

Putting It All Together Your Value Proposition Client Communications Proposals Web Marketing Communications Public Relations Advertising Prospect Communications

Creating a Value Proposition: The Framework Workshop Mission: Vision: Values: Step 1 Firm Attributes: Who You Are and What You Stand For Investor Needs Step 2 Target Investor Needs Solutions Step 3 Differentiators Benefits Step 4 Client Benefits

Thank You!