Unique Value Proposition

Drew Hirschler


Drew Hirschler, Senior Practice Management Consultant, offers insights to develop a clear, concise and compelling value proposition to create a powerful brand message that positions an advisor for success and set them apart from the competition.

Video Transcript

Let’s talk about one of my favorite topics—showcasing your unique value.

Do your clients understand what you do? What makes you special or unique?

Articulating how and why you are different will make it easier to attract clients.

Developing and delivering a clear, concise and compelling value proposition creates a powerful brand message that positions an advisor for success and set them apart from the competition.

What is a Unique Value Proposition?

Perhaps it’s easier to define what a Unique Value Proposition is NOT.

In our view, it is NOT an elevator pitch, a canned sales pitch, your detailed team mission statement or investment philosophy—though each of these has elements of a Unique Value Proposition.

We would suggest that, simply, your Unique Value Proposition answers the question “Why Choose You?”

Pershing’s recent research study with HNW clients and their advisors uncovered some interesting results we find that the vast majority of advisors say they have a defined value proposition. That’s good news. However, there may be opportunity for more effective messaging.

  • Our research showed that most investors surveyed say that all advisors say the same things, making it difficult to distinguish among them.
  • Only a small percentage of advisors agreed that their clients can articulate what differentiates them from other advisors.

This is a great time to refresh your value proposition and share with both existing and prospective clients. Ask yourself:

  • What makes you unique? What do you and your team do that is special? What is your passion?
  • How do you add value for your clients? Think about the last three compliments you received from clients. They tell you what they value!
  • What is your process for working with clients?

How can you incorporate these ideas into a message that resonates with clients and showcases your value?

Take a closer look at your Unique Value Proposition and then answer these questions: Does it capture your unique capabilities? Can you deliver it with passion?

Drew Hirschler

Andrew Hirschler is a Vice President for Pershing, a BNY Mellon company, and a member of Pershing’s Practice Management team. Andrew consults, coaches and trains financial advisors, bankers, sales leaders and executives. His goal is to inspire them to create efficiencies within their businesses and practices that allow them to grow, attract new clients and deliver a world-class client experience. He conducts workshops and does individual coaching, incorporating best practices and current industry trends.