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What’s My Value
Proposition?
MLC Business Consulting
Today’s Session

    • What is a client value proposition?

    • Developing your client value proposition

    • Delivering value to your clients




2
Do you feel you could
    confidently tell the person
    next to you the value you
    provide to clients in a clear
    and concise way that
    represents your offer
    accurately?




3
Today’s Session

    • What is a client value proposition?

    • Developing your client value proposition

    • Delivering value to your clients




4
Client Value Proposition
    CVP




    Clear articulation of value       Delivery of outcomes




    Outcomes the client experiences   Service, image & relationships
    when dealing with your business        that determine value




5
Future of Advice
    Importance of CVP


    •   Removal of commissions, volume based
        payments and % based fees on geared
        investments

    •   Statutory fiduciary duty for financial advisers
        requiring them to act in the best interests of their
        clients

    •   Flexible payment options with a requirement for
        clients to agree to the fees and annually renew
        (by opting in) to continued services




6
Today’s Session

    • What is a client value proposition?

    • Developing your client value proposition

    • Delivering value to your clients




7
Your Value Story


                                      •   Framework for client
    Clear articulation of value           conversations
                                      •   “What’s in it for me?” message
                                      •   What your referrers say

    Outcomes the client experiences   •   Converts prospects to clients
    when dealing with your business   •   Reason that clients pay you
                                      •   Reason that clients stay with you




8
The Business Operating Model
                   Vision & Strategy


                     Target Clients


                     Client Value

      Business                            Business
                  Advice and Service
    Development                          Operations

                        Process


                     People & HR


                  Suppliers & Partners



9
What makes your business unique?

     Getting started

     • Yourself

     • Existing clients

     • Your team

     • Market research




10
Value is in the eye of the beholder
     Who is your target client?




11
People want to fulfil a dream & feel
     good




12
People want to fulfil a dream & feel
     good




13
or… solve a problem to remove an
     irritant




14
Intangibles outcomes are often the
     most powerful!



                       Trust




             Understanding     Control




15
Quick Exercise!

      Your Strengths   Transfer Mechanism   Typical Results
      Good Listener    Coaching             Trust & Rapport




16
Targeting a specific client group
     Example - Retirees




                          Navigation during a key
           Retired        watershed moment

                          Professional and ethical guidance:
                            • Education on living on capital         Comfort, security,
                            • Coaching and reassurance
                              about market fluctuations
                                                                 =   trust & peace of
                                                                     mind
                            • Consistent cash flow to live
                              how you want to live
                            • Security of income for lifestyle




17
Client Value Map
     Example

        Value                    Service                           Image               Relationship

                        Holistic Advice Offer            Genuine interest in our   Partner approach
                        • Clear picture of financial     clients
       Maximise                                                                    Trusted adviser
                          future                         Professional
     opportunities                                                                 Flexible depending on
                        • Solve your specific problems
                                                         Ethical                   client need
                        • Risk strategies
                                                         Knowledgeable             Pro-active and focussed
                        • Superannuation & retirement
                                                         Caring                    on capitalising on
     Empowerment          strategies
                                                                                   opportunities
                        • Investment strategies          Pro-active
                                                                                   Objectivity & guidance
                        Service Partnership              Approachable
                                                                                   Experience &
                        • Pro-active contact
                                                         Experienced               perspective
 Informed decisions     • Education for positive $
                          behaviour                      Resourceful               Focused on building the
                                                         Objective                 future
                        • Guidance at key moments
                        • Navigation through change
  Comfort, security,    • Reviews to stay on-track
trust & peace of mind




18
Articulating your value
     Example


                 “We provide pro-active advice to ensure that our clients
                 make the most of their opportunities.
                 Our team is committed to providing a level of service and
                 education that empowers our clients to make informed
                 decisions that build their future.
                 We work with our clients to identify issues related to life
                 style, personal circumstances and changing financial
                 impacts to then take action in terms of positive changes to
                 their financial context.
                 Our clients want to make the most of their opportunities.
                 The first step is to meet so that we can identify and
                 understand personal circumstances so that we can present
                 a number of options to help maximise opportunities,
                 create peace of mind, solve specific issues or navigate
                 through change.”




19
Today’s Session

     • What is a client value proposition?

     • Developing your client value proposition

     • Delivering value to your clients




20
Your Client Experience


                                      •   Creating unshakable belief in your
     Delivery of outcomes                 value
                                      •   What you do to deliver value
                                      •   The way that you do it
     Service, image & relationships   •   How you engage your clients
          that determine value
                                      •   Projecting your brand and image
                                      •   Ensuring a consistent client
                                          experience



21
It’s the centre of everything you do

                             Advice &
                              Service
             Sales           Delivery
                                                   Service you deliver

                                        People &
                       Client            Culture
                     Experience
                                                   Image your portray
      Marketing



                                  Operations       Relationships you hold
                  Business
                  Strategy




22
Planning Essentials



                               Communication
                  Design &
     Commitment                      &          Delivery
                  Validation
                               Implementation




23
Key Messages

     •   A CVP is all encompassing and highlights your point of
         differentiation
     •   Clearly articulate your value by focussing on the outcome for the
         client – not what you do
     •   Intangible outcomes are the most powerful influencers of
         purchasing decisions
     •   Ensure delivery of outcomes and make the client experience the
         centre of everything you do
     •   Plan, plan and plan again for implementation




24

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What's My Value Proposition

  • 2. Today’s Session • What is a client value proposition? • Developing your client value proposition • Delivering value to your clients 2
  • 3. Do you feel you could confidently tell the person next to you the value you provide to clients in a clear and concise way that represents your offer accurately? 3
  • 4. Today’s Session • What is a client value proposition? • Developing your client value proposition • Delivering value to your clients 4
  • 5. Client Value Proposition CVP Clear articulation of value Delivery of outcomes Outcomes the client experiences Service, image & relationships when dealing with your business that determine value 5
  • 6. Future of Advice Importance of CVP • Removal of commissions, volume based payments and % based fees on geared investments • Statutory fiduciary duty for financial advisers requiring them to act in the best interests of their clients • Flexible payment options with a requirement for clients to agree to the fees and annually renew (by opting in) to continued services 6
  • 7. Today’s Session • What is a client value proposition? • Developing your client value proposition • Delivering value to your clients 7
  • 8. Your Value Story • Framework for client Clear articulation of value conversations • “What’s in it for me?” message • What your referrers say Outcomes the client experiences • Converts prospects to clients when dealing with your business • Reason that clients pay you • Reason that clients stay with you 8
  • 9. The Business Operating Model Vision & Strategy Target Clients Client Value Business Business Advice and Service Development Operations Process People & HR Suppliers & Partners 9
  • 10. What makes your business unique? Getting started • Yourself • Existing clients • Your team • Market research 10
  • 11. Value is in the eye of the beholder Who is your target client? 11
  • 12. People want to fulfil a dream & feel good 12
  • 13. People want to fulfil a dream & feel good 13
  • 14. or… solve a problem to remove an irritant 14
  • 15. Intangibles outcomes are often the most powerful! Trust Understanding Control 15
  • 16. Quick Exercise! Your Strengths Transfer Mechanism Typical Results Good Listener Coaching Trust & Rapport 16
  • 17. Targeting a specific client group Example - Retirees Navigation during a key Retired watershed moment Professional and ethical guidance: • Education on living on capital Comfort, security, • Coaching and reassurance about market fluctuations = trust & peace of mind • Consistent cash flow to live how you want to live • Security of income for lifestyle 17
  • 18. Client Value Map Example Value Service Image Relationship Holistic Advice Offer Genuine interest in our Partner approach • Clear picture of financial clients Maximise Trusted adviser future Professional opportunities Flexible depending on • Solve your specific problems Ethical client need • Risk strategies Knowledgeable Pro-active and focussed • Superannuation & retirement Caring on capitalising on Empowerment strategies opportunities • Investment strategies Pro-active Objectivity & guidance Service Partnership Approachable Experience & • Pro-active contact Experienced perspective Informed decisions • Education for positive $ behaviour Resourceful Focused on building the Objective future • Guidance at key moments • Navigation through change Comfort, security, • Reviews to stay on-track trust & peace of mind 18
  • 19. Articulating your value Example “We provide pro-active advice to ensure that our clients make the most of their opportunities. Our team is committed to providing a level of service and education that empowers our clients to make informed decisions that build their future. We work with our clients to identify issues related to life style, personal circumstances and changing financial impacts to then take action in terms of positive changes to their financial context. Our clients want to make the most of their opportunities. The first step is to meet so that we can identify and understand personal circumstances so that we can present a number of options to help maximise opportunities, create peace of mind, solve specific issues or navigate through change.” 19
  • 20. Today’s Session • What is a client value proposition? • Developing your client value proposition • Delivering value to your clients 20
  • 21. Your Client Experience • Creating unshakable belief in your Delivery of outcomes value • What you do to deliver value • The way that you do it Service, image & relationships • How you engage your clients that determine value • Projecting your brand and image • Ensuring a consistent client experience 21
  • 22. It’s the centre of everything you do Advice & Service Sales Delivery Service you deliver People & Client Culture Experience Image your portray Marketing Operations Relationships you hold Business Strategy 22
  • 23. Planning Essentials Communication Design & Commitment & Delivery Validation Implementation 23
  • 24. Key Messages • A CVP is all encompassing and highlights your point of differentiation • Clearly articulate your value by focussing on the outcome for the client – not what you do • Intangible outcomes are the most powerful influencers of purchasing decisions • Ensure delivery of outcomes and make the client experience the centre of everything you do • Plan, plan and plan again for implementation 24