We’ve climbed a long way up the Value Ladder™. Can you recall climbing something else and reaching the top? Do you remember that feeling of exhilaration, knowing you had achieved your goal?
Understanding the concept of real value is a great way to end the climb up the Value Ladder™. You should now be ready to think and talk about the real value that you provide to clients. That will enable you to answer the last critical question on the Value Ladder™, which is “Why should I do business with you?”
Let’s review the concept of value again and how it changes when you put the word real in front of it. How is value, as used in our Unique Value Proposition™ (UVP™), different from real value?
You define value in your UVP™ as how well your solutions help achieve your clients’ goals. Remember, it’s the proposition of what you do uniquely well. In essence, it tells someone, “Here’s what I could do for you.” It conveys a professional attitude and that, yes, you are unique. It’s delivered with confidence, passion, and speed.
If someone asks me what my value is, I say, “I help financial professionals go through a process to discover, articulate, and capitalize on their unique value.” But what is the real value of my work? It is the application of my expertise, specialization, and core competencies for my clients. It represents the results, both qualitative and quantitative, that they can achieve by working with me.