Last week I was re-reading Richard Weylman’s book The Power of Why: Breaking Out In a Competitive Marketplace and there were a number of things that stuck out to me. Here is an excerpt from the inside cover of the book that I feel really hits home in the financial services industry.
The truth is, customers don’t care if a business is different or that its products are unusual. Trumpeting acheviements like ‘We were voted #1 again,’ ‘Rated best service three years running’ or ‘we’re experienced!’ doesn’t engage buyers emotionally. That’s seller-centric thinking in a buyer-centric world.
When customers are deciding where to buy, they have one thing in mind: Why should I do business with this company? Will it solve my problem today?
If you are a financial sales professional can you answer the question of why your client should do business with you? I was recently attending an event where the speaker asked this question to about 120 advisors in the audience. 2 Advisors raised their hands.
In chapter one of the book, Richard talks about companies having a Unique Selling Proposition (USP).
A USP represents the conventional, old-fashioned way of increasing sales.
Richard goes on to say:
USP companies focus on themselves and what they are doing or how they do things. If sales are flat or declining, they revise their USP because it was a tried-and-true strategy that may have worked for them before.
I have a completely different philosophy, I say you should concentrate on what the customers want, what they are doing, and what they want to accomplish. And based on experience, that unique value is information that only the customers can define for us.
Richard finishes the chapter by saying that he is going to help clients focus on the Unique Value Promise (UVP) not the Unique Selling Proposition. The UVP focuses on emotional meaning, personal benefit and clear customer outcomes that will capture and keep customers.
This is both the set up for his book and for our conversation. I can also say that I had the opportunity to have Richard coach me for an hour and the experience was amazing. He was really able to help me with my Unique Value Promise and the outcome of this is that it will allow me to be more confident in having conversations with potentials clients.
Now, let’s learn a little more about Richard and what drives him.
1. Tell me About Your Topic
My topics are all consumer research-based and are founded on real work and life experience. Each is designed to deliver clear strategies and prescriptive tactics that inform the audience and inspire them to elevate their business and marketing performance. Specifically; in the areas of making the changes needed for continued business growth, effective branding, and customer retention and leadership skills.
2. Why is it so important?
The marketplace is changing quickly and sales, marketing, service personnel and leaders need to be informed and proactive to compete successfully.
Thus the WHY someone should book me as their keynote speaker is;
Richard will inspire and educate your audience to make the changes necessary to compete and lead in today’s disruptive and rapidly changing environment.
HOW?
He does this by delivering a compelling research and fact-based strategic message with prescriptive tactics that inspire change and instead of offering opinions and repackaged ideas, it is packed with fresh and new perspectives.
3. What motivates you to do what you do?
I know it is a calling. My gift is to see things “from the end user perspective” whether they are customers or members of a team being led. Consequently, I am able to take complex issues and discern how to solve them in a step by step sequence that people can execute successfully.
4. Why did you choose the profession of becoming a keynote speaker?
I successfully built 3 businesses, 2 of which were recognized as disruptive market leaders. I prayed about sharing my knowledge and these many years later I continue to help companies and individuals elevate their business and marketing performance so they too can build a business of distinction.
5. What is most important to you when it comes to speaking to an audience?
Knowing the outcome the meeting leaders want to achieve. This is why EVERY message is fully customized for the audience. Not just with a few words about them but through gaining real insight from the leadership on a pre-meeting call and my study of their products and services before the event.
6. What is the best piece of advice someone has given you?
Before honor comes humility.
7. What is your philosophy towards your work?
It is not about me or us. IT IS ALL ABOUT THE AUDIENCE and the desired outcomes.
8. What do colleagues say is your best quality?
HMM –likely the gift of quickly discerning a problem and quickly “seeing” the right steps to solve.
9. Who has inspired you in your life and why?
First, my relationship with God. The source of all things I consider good and blessed to have. Then a few people I have had the opportunity to work alongside within various enterprises and charitable activities.
10. How do you stay current?
Very inquisitive by nature and read and follow many consumer and research-based sites. Also our extensive coaching and consulting work which enables me to see the issues people are dealing with in real time.
11. What’s your favorite website and why?
Public site – LinkedIn
12. What motivates you and what doesn’t?
Does-Success of my clients
Doesn’t – An unwillingness to continue to grow and develop
13. What is one thing people would be surprised to know about you?
I am contributing to charitable causes that support widows and orphans.
To learn more about Richard Weylman and his programs, click here. If you are interested in booking him for an upcoming event, we would be more than happy to set up a call with you and Richard to discuss how he best fits your needs. Please call Chris at 612-747-6200 or email him at chris.dungworth@rmaconnect.com.