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Do you ever find that clients ignore what you do better than the competition? If great products and services are a given, how do you differentiate what you can offer to clients? In this session, Edinger explains how to use your selling efforts to set yourself apart and become a value-creating engine for which customers will pay a premium. Rather than sounding like a corporate mouthpiece, advisors can utilize this approach to combat the forces behind commoditization and establish value within the sales process.