What makes your business unique?

This is one question we ask all of our new clients.

At first, they usually give a very surface-level answer that we've heard thousands of times.

Something like: "We offer the culture and training to help new team members achieve their dreams." or "We treat clients as more than just a number, we personalize everything to them."

And I'm sure a lot of you are reading those and thinging "That's exactly what makes my team so great."

But that couldn't be farther from the truth. In this day in age, every firm has the tools & training to create expert financial advisors. They also all have their own way of giving clients world-class service.

If you want to stond out, you need to dig deep and truly define what makes you different. If someone is looking for an advisor, and they have a list of 100 to choose from, why would they pick you over someone else?

Maybe you'll be able to give an advisor access to top level mentors when they join your team.

Maybe new clients get access to cutting-edge technology to make their lives easier.

No matter what it is, it can't just be in your opinion. The unique value you provide has to be based on factual evidence.

Take a moment to reevaluate what makes you different, and then find a way to prove that to your prospects - that's how you set yourself apart.