1. 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

2. 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

3. 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

4. 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

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

6. 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

7. 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

8. 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

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

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

11. Value Proposition Workshop: Finding Your Unique Value

12. 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

13. 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

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

15. 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?

16. 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)

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

18. 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

19. Thank You!