When you start thinking in terms of solutions, then you also begin thinking in more comprehensive, consultative terms. You're also thinking about being a problem-solver to your clients, which would be another value-added component in your differentiation. Are your solutions truly comprehensive? Are they integrated? Personalized? Customized?
Last, column four is real value. What is your real value? This area helps ensure that your real value is realized. So, think about your clients, their emotions, the issues with which they are struggling and the solutions you have or are providing, and write them down. Note: when you reach the seventh step on the value ladder, you'll have more insight on the value you provide your clients and prospects, and you'll be better equipped to fill out the real value area.
As I mentioned earlier, thinking about your clients and their issues is an introspective process that will aid you in determining not only who is your ideal client, but also what is your real value. The charts will help you visualize this and help it become real.
What Would They Say?
If your best prospect asked you for a few referrals, which clients would you have him or her call? Are these clients part of your top ten list? Are they key clients? What questions about you and your company do you think your prospect might ask?
If I were to call some of your best clients, I would ask them the following key questions:
1. How long have you been working with your advisor?
2. What, specifically, is he or she doing for you?
3. Why did you decide to do business with your advisor?
4. Can you tell me the process you went through to make your decision?