A Value Proposition – "One Thing"

As reported on CASH, Inc.'s Web site, Adviser Tim Austin, who's now making over $400,000 a year, says the real key to succeeding in the financial services industry is to have your own "one thing." In other words, the "one thing" that makes you stand head and shoulders above every other agent and adviser in your area.

This is your "value proposition" or "USP", which stands for Unique Selling Proposition. It is the "one thing" that attracts prospects to you and makes them want to do business with you, rather than anyone else.

For Tim Austin, his "one thing" is offering college funding services in addition to insurance and financial services – no one else in his area helps parents save money on college tuition like he does. This makes him totally unique and gives prospects a reason to do business with him, instead of any other agent or adviser in his area. Then, once he's developed a relationship with his new client and saved them thousands of dollars on college tuition, he can offer them his insurance and financial planning services.

This formula works extremely well; Tim closes nearly 100 percent of the prospects he meets with, and he's even had prospects drive 100 miles just to see him!