Exploring The Value Ladder
May 1, 2002
•
Leo J. Pusateri
Last issue, we discussed
the creation of the Value Ladder and how each of the seven steps (or
questions) is integral to the next. Your answers to each question are
unique to you, and as you climb the Value Ladder, you'll see how the
seven steps help you build deeper relationships with your clients.
Wouldn't it feel great to be a "black belt" at building client
relationships? How would it feel to have that smile-in-your-stomach kind
of confidence every time a prospect asks you a question? Can you answer
each question with confidence, passion and speed? Do you give the
questioner the appropriate answers to his questions without overdoing it
and sharing more than necessary? Are you climbing the path toward the
coveted strategic partner role?
That smile in your stomach comes from answering the seven questions
over and over, tightening up your responses each time. This constant
tightening will take you from good ... to great ... to extraordinary ...
to being the best you can be.
Let's review all seven questions with some examples to consider for
what we call your Virtual File Cabinet, the place in your mind where you
store all your Value Ladder answers.
Who Are You?
There's a reason this question is the first rung of the ladder and
the bottom drawer of your file cabinet-you need to reach down deep to
get the answer! That answer needs to be so genuine that the other person
can feel who you are, that an emotional connection is being made that
will yield a lasting impression.
My brother Vince's serial number when he was in the Air Force
Security Service Unit in Pakistan during the Vietnam War identified him
immediately and concisely. Is your description of your identity as quick
and confident as a military serial number? Can you deliver it
confidently without hesitation? Or are you still winging it?
My typical answer is: "I'm Leo Pusateri, the president of Pusateri
Consulting and Training. We are a sales consulting and training
organization headquartered in beautiful Buffalo, New York, and we
specialize and partner with financial service organizations and
financial entrepreneurs to help them compete more effectively on the
philosophies of value." In just a few seconds, that answer identifies me
and my organization quickly and with certainty.
"Well, Leo, how long have you been doing this?" or "What is your
background?" someone might ask in response. Your answers to these
follow-up questions can be very deep-something you may not fully realize
or appreciate until you've covered all seven questions. If you think of
your response as the culmination of a self-actualizing experience,
you'll truly be speaking from your core, and everything will fall into
place. You'll have a sharper focus and, most important, so will your
client.
What Do You Do?
A concise statement or paragraph that clearly captures the essence of
what is unique about you and your organization is something we call
your Unique Value Proposition (UVP). You should be able to give an
individually customized answer, confidently and without hesitation, to a
retiree, a widow, a small-business owner, a doctor or anyone else who
asks, "What do you do?" I've had clients turn this question into a
constant game. The daily quizzing forces you to be quick, accurate and
confident.
One of my clients spent a good deal of money and time developing her
organization's brand. While on a cross-country flight, she sat next to a
senior executive affiliated with a major sports organization. When the
executive asked, "What do you do?" she was really caught off guard. It
amazed her to think how challenging it still was, after investing so
many dollars developing the brand, to answer basic questions about the
firm's distinction with clarity and to answer with confidence, passion
and speed.
Why Do You Do What You Do?
"Why do you feel so strongly about that?" or "Why do you do things
this way?" Automatic answers to these questions tend to be "Because I
love this business" or "Because I love helping people." But the answer
to this question should reflect why you do what you do, not how much you
care for your clients. That's an appropriate response, but you'll find
that it will be more appropriately positioned later in the Value Ladder.
Your business beliefs represent the compelling story of your
business. They help you tighten your UVP so that it communicates your
philosophical beliefs and your thought processes. As a trusted Financial
Entrepreneur, you should be prepared to answer any question regarding
your UVP and your business beliefs and be able to defend any part of it.
For instance, if a client asks you why you believe in asset allocation,
you should be able to give concrete answers and to also cite studies
that statistically show the investment performance attribution assigned
to asset allocation. Can you see how this kind of top-gun preparedness
would distinguish you from your competition?
How Do You Do What You Do?
As I related in the previous issue, people usually have their own
processes for making decisions regarding their financial strategic
partners. You should be an expert in articulating your process to
prospects. You'll be amazed at the confidence you will develop when you
can precisely illustrate your process and the value inherent in it. Your
prospects who become clients will pay you a fair fee for your value.
Can you illustrate your process to your clients on a flip chart? Can
you make the buying decision a memorable experience for them? By being
able to expertly illustrate your process, you create a relationship that
feels good. The clients benefiting from that relationship become
advocates. They are buying YOU. You are the value. You are the process.
And they want to share that value and your process with their friends.
Who Have You Done It For?
At a regional brokerage firm's golf outing, I said to one of the
firm's top producers, "Tell me about your clients." He said, "What do
you want to know?" "Who is your ideal client?" I asked. "Who really
pumps you up? Who do you enjoy working with the most?" His response was
interesting. "I don't know. How do we even figure that out? Who should
we be telling our compelling story of value to in the future?"
This is a good time to revisit your Virtual File Cabinet. Drawer No. 5
should include success stories about your existing clients that you can
share (while protecting their confidentiality) with new prospects. Do
you know their lifetime value to you? Are you convinced that they are
convinced that you add value?
How would these clients' describe why they decided to do business
with you to current prospects? What if your prospect asked them what
they value the most about you? Ultimately, what if your prospects asked
your key clients what the real value was that you provided to them? Do
you know the answers to these questions? You had better if you truly
want to be on top of your game.
What Makes You Different?
"So, Leo, what makes you different?" was a question I was asked
rather challengingly during a lunch presentation to a group of FEs. "I
can distinguish myself in three ways-through my company, my solutions
and through my personal level of differentiation," was my answer. "Where
would you like me to focus?" I continued. I had used my conversational
proficiency to convey my expertise.
Visualize an umbrella. The top of the umbrella represents your
company. The metal spokes underneath represent all the solutions you
provide. The person/team holding the umbrella (the most important person
for you to distinguish) is YOU. A top consultant in our industry
successfully closed a half-billion dollar family office opportunity by
offering all the spokes and services that distinguished him and his
company. He provided unique value to his client. He truly had his act
together.
Why Should I Do Business With You?
The question, "Why should I do business with you?" is challenging by
nature. But remember, business is first a meeting of the hearts, then a
meeting of the minds. Connect with your clients emotionally and
logically, and you have aligned your value to the value they are
seeking.
Real value is developed qualitatively and measured quantitatively.
Discussing estate-planning issues, creating a legacy and addressing
issues of charity are qualitative examples. Developing an investment
policy statement for a client with a half-million dollars who wants to
grow it to a million is quantitative.
Putting the word "real" in front of the word "value" makes the
concept come alive. Always remember to go beyond the old feature/benefit
explanation. Stretch yourself to achieve the answers to what it really
means to your clients. Accentuating the 'real' in front of the word
value forces you to think like that.
Now ... You're Top Gun!
Isn't it exhilarating when you know you've really achieved your goal?
You've delved deep and accomplished a lot through the Value Ladder
process. You've developed a Virtual File Cabinet full of answers you can
deliver on any occasion with confidence, passion and speed. Using the
Value Ladder and your Virtual File Cabinet to build world-class
relationships with your clients will distinguish you from your
competition. You'll have more fun in your business. Most important,
you'll be delivering real value!
Leo Pusateri is president of Pusateri Consulting and Training LLC in
Buffalo, N.Y., and is author of Mirror Mirror on the Wall Am I the Most
Valued of Them All?
https://www.fa-mag.com/news/article-500.html