The 3 essential pieces of your advisor storyboardBlog added by John Pojeta on April 9, 2014
The PT Services Group

John Pojeta

Pittsburgh, PA

Joined: March 09, 2010

When I partner with producers, one of the first steps in our process is to establish a storyboard that represents who they are, what they do and what makes them different from their competition. Having this storyboard is essential for generating new business for producers. It provides a consistent, engaging narrative that can be used to spark the interest of potential prospects.

However, storyboarding offers benefits that extend beyond appointment-setting programs. Messaging that is powerful in a sales call should be replicated across the firm to reinforce its efficacy. In addition to the way you approach sales, your storyboard should impact your website, materials, advertisements and the way your entire firm communicates, from CEO to receptionist.

When storyboarding with producers, we have found certain elements to be particularly important. Whether you are revising an existing storyboard, or starting from scratch, look to address the following:
  • specialties

  • designations

  • what (specifically) makes you different?

  • a forward-thinking approach

  • case studies

  • references

  • transparency and clarity
To help you get started, we’ve provided a simplified outline of the storyboard we use for new business calls. By following this model, you can repurpose and reproduce the key points from your storyboard to bring consistency to your messaging, which is essential to your long-term success. Your website may not address this content in the same order as your sales pitch, but presenting the same information with a similar delivery will help to unify your efforts.

1. Company and producer information. Succinctly define your firm’s background, including their size, location and the types of clients it typically serves. Individual producers should do the same to highlight their experience, qualifications and specialties.

2. Specialties and services. Be specific and detailed about your services and the clients that you typically work with. This is an opportunity to differentiate yourself from the pack and to demonstrate why you are the best fit for your target market. From this material, prospects should be able to identify your “edge.”

3. Case studies. Case studies present an opportunity to present in clear terms exactly what you can do for a prospect by talking about work that you have already done. Have a one sentence version as well as a lengthier, more detailed version prepared.

I hope this helps you with your new business efforts.
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