Join Duncan MacPherson, the Pareto Team, and other leading industry experts in a full-day virtual practice management summit as they discuss the best in the industry are doing to finish strong in 2020 and position themselves for a breakthrough in 2021.
Marketing is what you say, branding is what they hear. Join Duncan in this episode of the Blue Square Series as he discusses how your value is more often bought than sold and how branding ultimately impacts someone's ability to come to their own conclusions about the alignment between what you provide and what it is they want.
Selling a business is the biggest liquidity event you'll have. It's your opportunity to monetize your life’s work. A great advisor doesn’t spend their life selling investments, products and solutions. Instead, they build relationships and build a practice. It's not a ‘book of business’; it’s a business, and it has immense enterprise value.
Enterprise value goes well beyond AUM. What is it a buyer is acquiring? At one time valuation would be based solely on the assets bought, but that’s not always a representative measure. It's not just the AUM – the buyer is buying a practice and they're buying relationships, and the more work you put into building those relationships, the more enterprise value you will build.
There's a lot of noise out there. You want people to tune out the noise and really tune into what it is you're communicating. Everything you say is either a "me too" or "so what". A "me too" that resonates and stands out and differentiates you or a "so what" that's just part of the noise.
Ultimately, connect it with your process. Don't tell people you “help your clients”, tell people that you've “developed and refined a process that helps your clients achieve their financial goals”. That’s a “me too.”
In this episode of the Blue Square Video Series, Duncan suggests taking this opportunity to work on your own personal and professional development as minor adjustments can lead to major enhancements.
For instant access to videos, scripts and templates to help you refine your client processes check out the Pareto Systems Knowledge Bank: https://paretoacademy.com/knowledge-bank-volatility.html
The investment world is all about confidence and trust. Whether you are buying or selling, the more effectively and consistently you communicate with the clients involved, the more you will multiply the value of what you are buying or selling.
The BPS Network is a community of like-minded advisors who have adopted best practices and have a mindset of stewardship over salesmanship. They are either looking to buy from, partner with, or sell to another advisor.
If you want to learn more and see if the BPS Network is the right fit for you visit: https://www.paretosystems.com/bps-network.html
Think of your service model. You may provide 85 services for your client over the lifetime of the relationship, but none of those 85 services are proprietary to you; a client can find them elsewhere.
Think of those 85 things like 85 bricks in front of you. Your process is the mortar that holds it all together. You're not selling products. You're not asking people to buy something. You want clients to buy into your process.
To see how a Pareto Systems Business Advisor can help you define and enhance your process schedule a complimentary 20 minute call: www.paretosystems.com/schedule-a-call
In this episode, Duncan suggests, as one of the silver linings that have come out of 2020, that this is an excellent opportunity for fee-for-service professionals to grow down their business. This will free up your time for the clients who deserve you as opposed to the clients who need you and allow you to shift from broadcasting to the masses to narrowcasting to your most deserving clients where the alignment of interest, now and in the future, is just absolutely ideal.
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