Standing out from the crowd is not an easy task. For instance, in the financial services industry there are countless advisors, and those calling themselves financial advisors, trying to differentiate themselves. Most have similar offerings and compliance departments that keep descriptions of products and services fairly black and white. However, amidst that, there are simple questions a firm can ask to uncover why people work with you and how you can communicate that in a compelling way to win more business.

Identify the Most Unique Aspect of Your Firm. Identifying what is unique about a firm is often talked about but not so often accomplished. Following are a series of questions taken from financial advisors (that can be used for any type of firm) who have used them to separate themselves from the crowd:

· What do your current clients say about you? (if you don’t know, ask them)
· How has your firm made your current clients feel? (if you don’t know, ask them)
· What do you do that no one else does (or few others do)?
· What target market do you focus on serving?
· What expertise and certifications do you have?
· Do you have a named service system or investment process that others do not?
· What is offered by the advisor and/or staff that could be considered “above and beyond?”

By taking a close look at what others are saying about you, who you serve and what you bring to the table for them, you will begin to understand what makes you unique that makes people choose to work with you over your competitors.