It’s a gimmick.
To some naysayers, our insistence that wholesalers have a well conceptualized and executed PVP-Peerless Value Proposition® amounts to nothing more than a brilliant marketing tactic on the part of Wholesaler Masterminds®.
To which we say, “It’s ok”.
It’s ok if you don’t want to separate yourself from the nauseating Sea of Sameness.
It’s ok if you want to spend your days showing up and throwing up product.
It’s ok if you want to spend your entire wholesaling existence exclusively in a feature/benefit, feature/benefit product world.
For the rest of you, who understand that the two things that separate the master class wholesaler from the wholesaling bobbing in that Sea of Sameness are process and branding, here are 12 ways that your PVP will benefit you and your practice:
A good PVP-Peerless Value Proposition® is advisor appointment bait
Why should an advisor take your offer of an appointment?
Is it to hear the latest market update (which they receive online)?
Or perhaps they thrive on the regurgitation of last quarter’s performance results, which they also have access to via your firms awesome website.
Circa 2016, with advisors being more connected than ever before, and with appointments being harder to schedule than ever before, you need appointment bait.
Your PVP, when crafted properly, can be just the right enticement for an advisor to accept your appointment outreach.
Use it in email marketing
If you are embarking on a schedule of email marketing to increase your Presence in Your Absence, then a solid PVP becomes critical. After all, you can’t spend the year writing emails solely about your product (though sadly, some do).
[Also check out: Wholesaler Masterminds Email Clinic]
Use it for snail mail marketing
A well-crafted PVP gives you access to a whole new array of content options when it comes to sending material via mail – which you are doing, at least quarterly, from your local territory, right?
You’ll no longer be limited to fact sheets and product brochures for those Presence in Your Absence snail-mail mailings.
Answer the dreaded ‘whattaya got’ question
This, by far, is one of the trickiest questions wholesalers get from harried advisors – the “whattaya got”?
Designed to put you squarely on the spot, this question unravels too many folks.
Your PVP allows you to answer this way: “I’ve got two things for you today. One is a product/capital markets update and the other is an innovative way for you to ensure that assets in your book will not be lost through generational wealth transfer. Which would you like to hear about?”
Need an antidote to the unsettling “whattaya got?” question? Create and market a solid PVP.
Gives you content for the sixth visit this year, and the 37th visit since you began working with the advisor
How many times can you give the obligatory market update, deftly followed by a status of your products as of last quarter?
For many wholesalers, especially those with smaller regions/advisor counts, this becomes a genuine problem.
Rather than thinking, “what the heck am going to discuss this time”, your PVP gives you a far deeper well of meeting content to draw from.
A good PVP is a COI magnet (and COI meeting bait)
Looking to improve the relationships you have with COIs?
A solid PVP is just the ticket.
Find me a sales leader that isn’t interested in helping their team learn more about how to use technology for better productivity and organization (a potential PVP), and I’ll show you a leader who simply isn’t interested.
You’ll be talked about more (in a good way)
What’s the buzz like after you leave the advisors office?
Or, perhaps the better question is, is there ANY buzz after you leave an advisor’s office?
A solid PVP offers a chance for folks to be chatting about you and your message long after you’ve left the building. That’s because a good PVP, presented in a compelling and helpful way is MEMORABLE.
Ignites Research recently produced a paper titled Beyond the Cliché of ‘Consultative’ Wholesaling. As we reviewed some of the findings we discovered a wide gap in the desire of the advisor to experience a consultative wholesaler and the percentage of wholesalers that think they are already consultative.
Said another way, wholesalers just aren’t as consultative as they think they are, according to this research.
Make no mistake: a solid PVP, used in the right manner, makes you more consultative (and valuable).
It’s a differentiator
How many wholesalers does the average advisor see in a month?
How many of those wholesalers really demonstrate something, anything, different than the one who came before them?
With a solid PVP, you will, undoubtedly, stand out from the sea of wholesaler sameness.
You’ll have ample content for your follow up process
You’ve decided to construct a Systematized Follow-up Process, well done.
Now the question becomes, what will you seed that process with?
Five to seven touches comprised solely of product information is not effective in developing your true value.
Sprinkling in touches that play off of your PVP is.
Forward schedule bait
If you hate to schedule (and really, who enjoys it?) then you better be Forward Scheduling whenever possible.
But, why should the advisor feel compelled to schedule the next meeting when your cheeks are already in their chair?
Because you have a damn compelling PVP that you wish to assist them with, that’s why.
Product puking, Sea of Sameness wholesalers are both common in our business and a bane to the advisors that they call on.
Conversely, wholesalers that bring product and capital market expertise, accompanied by an identifiable brand that helps the advisor succeed are truly increasing their MQ-Memorability Quotient® – and poised to profit from longer term advisor relationships.
Ready to get your PVP-Peerless Value Proposition created? Have a look at: Learn How to Create and Market Your PVP- Peerless Value Proposition®