What is the response you get when you tell someone your value proposition? What about when your client tells someone else what you do? So often when I hear an advisor describe what he does, it ends up being a recitation of facts and services—informative but not very exciting.

The whole point of having a value proposition is to make prospects excited about what you can do for them. The purpose of a value proposition is not to help them understand what you do but how they would be better off by doing it. You need something that will provoke their interest.

When someone asks what you do, do you say “I’m a financial advisor”? Or do you tell them how your clients’ worlds are changed because of the special skill or experience you provide? When your clients tell their friends about you, do they say “We really like our advisor”? Or do they say “We are so lucky to have found our advisor! We are amazed by what she’s done for us. You have to call her so she can do it for you, too.”

The truth is your clients refer you a lot more often than you realize. The reason those referrals sometimes don’t pan out is because your clients are underplaying the benefits of working with you. If you get raving clients, I bet a lot more referrals would be calling you for new business.

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Stephen Wershing is the president of Client Driven Practice and author of Stop Asking for Referrals! For more information, go to theclientdrivenpractice.com.