YOUR UNIQUE VALUE PROPOSITION A Workbook to help you build your unique story

FOR INTERNAL USE ONLY

Your Unique Value Proposition Workbook

FOR INTERNAL USE ONLY 2

Being prepared to confidently have in-depth discussions with clients and prospects requires an ever evolving unique value proposition. This workbook is designed to help you gather ideas and information to develop or improve your unique value proposition that can be used in all areas of interaction with clients and prospects.

WHO ARE YOU? Identify the characteristics that make you unique by filling in the items below.

Personal

Name: Marital Status

Partner/Spouse’s Name:

# of children

# of grandchildren

Previous Occupation/Experience:

Degrees Universities

I was or am a member of the following groups and organizations:

My hobbies include:

I’ve been awarded or recognized for the following:

I’ve earned the following designations:

I enjoy:

People like me because:

My personal strengths include:

I’m motivated by:

What makes me unique is:

Other important things to know about me include:

My location is I serve clients in the Region/area

My business stands out from the crowd because:

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FOR INTERNAL USE ONLY 3

WHAT DO YOU DO? Identify from the list below, the service, value offering and relationship touch points that you provided your clients over the past year and highlight other services you provide.

Use this same list to help you pull together your unique value proposition. Think in terms of what’s important to your clients. Check off the products and services you offer. Next, think about how you would rephrase each in terms of the value it brings to your clients.

Regularly scheduled meetings (up to __/year) – In-home or office

Regularly scheduled phone meetings (up to __/year)

On-going complete file reviews, (up to __/year) including:

Investment plan review

Retirement plan review

Education plan review

Insurance plan review

Estate plan review

Tax plan review

Personal Financial Plan updates – using industry leading financial planning software (PFP)

Portfolio up-dates and rebalance (up to __/year)

Full family financial planning – all immediate family members accepted regardless of account balance

Access to the:

Advanced Financial Planning team

Insurance Planning Specialist

Mortgage Planning Specialist

Securities Planning Specialist

Direct access to Consultant, Assistant, Associate – At Your Convenience

Priority response via email and/or telephone

Detailed financial reports, including:

IG Review magazine (IG)

Investment Quarterly (I.Q.) summary (IGIM)

Advisory Summit (Accounting professional, Legal professional, etc.)

Special interest information campaigns

Federal and Provincial budget reports

Weekly Market Commentary

Newsletters

US and CDN money market funds with checking privileges

Preferred mortgage rates

Special events and seminars

Other:

_____________________________________

_____________________________________

_____________________________________

_____________________________________

______________________________________

______________________________________

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WHY ARE YOU IN BUSINESS? List some motivators or goals for being in business.

1.

2.

3.

HOW DO YOU DO WHAT YOU DO? Identify your three key target markets. How can you best communicate the way you run your business to these target markets? Write a simple, two or three step process below that captures what you do to help clients meet their financial goals within each market.

Target Market #1:

1.

2.

3.

Target Market #2:

1.

2.

3.

Target Market #3:

1.

2.

3.

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WHO HAVE YOU DONE IT FOR?

Consider the target markets you identified above and client success stories that fit within those markets. Describe how you were able to help by using the STAR method: think of the Situation, the Timing, what Actions you took and what were the Results.

The one thing clients like best about what I do is:

WHAT MAKES YOU UNIQUE?

What are your unique strengths? In what areas are you better than

your competition?

1. 1.

2. 2.

3. 3.

4. 4.

5. 5.

Areas for improvement are:

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WHY SHOULD I DO BUSINESS WITH YOU? Prospects and clients need to hear the WIIFM, what’s the benefit from their perspective? Consider once again your three target markets. How would you position the WIIFM for each?

1.

2.

3.

BRING IT ALTOGETHER

Go back through your answers and circle the items you feel are most important to your identity. Use the space below to combine them into a cohesive statement that tells people who you are, what you do, why are you in business, how you do it and for whom, your uniqueness and why they should listen to you.

When you are satisfied with your unique value proposition, write it in your Consultant Playbook. Self promote and be prepared to share your value at every opportunity.

You

Friends, Family, Acquaintance

Prospects/ Clients

Co-workers