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Listing your value

Sarah Steimer

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There’s a lot that advisors do that can be taken for granted. But creating a list of those otherwise invisible services can make your value obvious to clients and prospects.

Advisors can easily point to the main products and services they provide, often listing their foundational offerings on their websites. But highlighting the little things that are included in a client’s experience can set advisors apart from the competition.

“It’s not all about the advice you’re giving; it’s about how you deliver that,” said Anthony Nicholas Goebel, LUTCF, a seven-year MDRT member from Eldorado, Wisconsin, USA.

One simple way to help clients and prospects realize what they’re provided beyond your core products and services is to offer an itemized list of what’s included in their experience with you — which Goebel calls a benefit menu. This can span from service guarantees (“We respond to all inquiries within 24 hours.”) to the types of software that your firm pays for and the client benefits from.

“It doesn’t necessarily have to be what you provide them; it’s just what you bring to the table for them,” Goebel said. For example, an investment vendor his firm works with may bring in and use software that houses all the accounts they have with a client. There’s no additional charge to a client benefiting from this software; it’s just part of the vendor’s service model. And although this may be something most advisors provide, a new client doesn’t know this — making it a perk worth underscoring. “That’s a big value add when someone’s presenting to me,” Goebel said.

His firm uses one-page lists for both prospecting and renewals, the former clarifying what a prospect would receive by signing up and the latter describing all the behind-the-scenes workings a client may not have quantified themselves. Goebel said these sheets are standard printouts that are specific to his firm’s client groupings, rather than personalized to each individual: Everyone in the same client level receives the same one-page list of perks. He said there’s not always enough time to review everything on the sheet, but it’s an easy reference point for clients to review before or after a meeting.

“Most of the time, something on the sheet will trigger something,” Goebel said. “They’ll see it and be like, ‘Oh, you guys do wellness services?’” He added that the sheet has helped his firm to charge consulting fees. “The carrier may not pay us very well on some of the individual products, so we’re able to build this sheet that says, ‘Here’s our value.’”

When applicable, Goebel puts a dollar value next to each bullet point that shows how much the product or service would cost if a person were to buy the item from a vendor.

When building your own sheet for prospects or clients, Goebel suggested advisors keep a list of value-add items in a document, particularly anything a client has expressed excitement over. And include any workshops or client events that your firm sponsors.

This sheet can also help you stay consistent on what you offer clients. If you keep track of everything you offer clients at different tiers, you’re holding yourself accountable by handing this list to prospects and clients.

“This is a service model: We did it for the A group? All right, we’re going to put it on a sheet, we’re going to do the exact same thing for all future A’s that we’re trying to prospect,” Goebel said.

He emphasized that a single-page document can help you describe the value you bring, which is a package deal. If you can’t articulate your value, the client won’t be able to see it either.

“It’s being transparent about what they get as part of the package when they work with you,” he said.

What to include in a one-page list of benefits:

  • Software platforms or other specialty technology used on the client’s behalf
  • Event perks offered by the firm, including workshops, webinars or social events
  • Special touches you’ve noticed resonate with clients that are part of your services
  • Your custom content as a benefit to clients, be it newsletters, blog posts, videos or physical mailings
  • Dollar amounts assigned to services or platforms that are included in your service, when possible

Contact: Anthony Goebel


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