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You Are the Value by Leo J. Pusateri

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6 How Do You Do What You Do?

Who, what, why, and now how.

So, how do you do what you do? What is your process? Think about where we are now on the Value Ladder™. You’ve introduced yourself. People are comfortable with you, your team, or your firm. You’ve discussed your Unique Value Proposition™ (UVP™). Your prospect has a comfortable understanding of your core competencies. A lot of head nodding has been done and important questions have been answered. You’ve also opened up your heart and shared the convictions that drive you from within. People can feel what you believe and are reassured by these beliefs. They are quietly thinking that they know you, understand what you do, and have a strong feeling for what you are passionate about. Let’s keep talking, they say.

“So, where do we go from here?” they wonder. “How would we work together?” Or maybe they are talking to another CPA firm and are trying to compare you and your services to a competitor. Every word, regardless of whether you know it, is being evaluated, similar to when you make an important decision.

Your process is a key step, if not the most critical one, in differentiating your value. In essence, your process is what exactly you will do that will let a client experience your UVP™.

Buying the Process

In your own mind, you can easily imagine the kinds of services you could offer any given client, how they will map out, and what they will do for the client or his or her business. But the client can’t read what’s in your ...

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