Introduction 1 Chapter 1 No More Winging It 5 Whom Do You Admire? 6 The Key Behaviors 7 Chapter 2 Discovering the Value Ladder (TM) 11 Spelling It Out 13 The First Step on the Ladder 13 The Next Logical Steps 14 A Complete Message 16 The Virtual File Cabinet (TM) Custom Answers in a Drawer 17 Chapter 3 Who Are You? 21 First and Lasting Impressions 22 Respond to the Situation 23 How Do You Rate? 24 Getting Off to a Strong Start 25 Professional Considerations 25 Personal Considerations 26 Get Visual 27 On the Spot 29 Strategic Questions to Consider 29 A Case in Point 30 Tell a Compelling Story 30 Final Thoughts 31 Chapter 4 What Do You Do? 33 Defining Your UVP (TM) 34 What Do You Actually Do? 36 Making It Come Alive 37 Go on Through 39 Five Steps to Your UVP (TM) 41 The UVP (TM): Yours, Mine, and Ours 45 Referrals and Existing Clients 45 Staying on Task 46 Strategic Questions to Consider 47 Final Thoughts 48 Chapter 5 Why Do You Do What You Do? 49 Why? 49 What's the Foundation for Your Business Beliefs? 50 The Question Unfolds 52 Getting at the Core Beliefs 53 CPAs and Business Beliefs 54 Team Up 57 After Who, What, Why Are You a Fit? 57 Strategic Questions to Consider 58 Final Thoughts 59 Chapter 6 How Do You Do What You Do? 61 Buying the Process 61 A Key Element of Differentiation 64 Your Process: What Does It Look Like? 65 A Case in Point 68 Align 69 Discover 69 Articulate 69 Capitalize 69 Realize 69 Putting It to Work in a CPA Firm 70 Think about the Future 72 What's in a Name? 73 Strategic Questions to Consider 74 Final Thoughts 74 Chapter 7 Who Have You Done It For? 77 Telling the Story 79 Tools to Help You Analyze Your Clients and Markets 80 The Key Emotional Issues 82 Delivering Solutions 83 Impressing a Prospect 84 Acres of Diamonds 85 Clients for a Lifetime 86 Strategic Questions to Consider 89 Final Thoughts 90 Chapter 8 What Makes You Different? 93 Setting Yourself Apart 94 Three Ways to Distinguish Yourself (Or, Bring Your Umbrella to the Party) 96 Who Are Your Real Competitors? 98 Organizational Differentiation 99 Key Competitive Differentiation Concepts 100 Organization Differentiation 103 Solution Differentiation 104 What Do You Stand For? 105 Distinguish Yourself 105 Opening Your Umbrella 107 Differentiation 3x5 107 Strategic Questions to Consider 109 Final Thoughts 109 Chapter 9 Why Should I Do Business With You? (Real Value) 111 Value Versus Real Value 111 Getting Out of the Vendor Parking Lot 113 The Qualitative and Quantitative 117 Qualitative 118 Quantitative 119 What's the Bottom Line? 119 Jumping the Gun 120 Making the Connection 121 Strategic Questions to Consider 122 Final Thoughts 122 Chapter 10 The Value Ladder (TM) in Review 125 Communication: An Art and a Science 131 Chapter 11 Advanced Applications for Your Value Ladder (TM) 133 Getting to Real Value 133 The First Application: The Value Ladder (TM) Comes to Life 134 The Second Application: A Shorter Dialogue 135 Third Application: Using the Value Ladder (TM) to Add the Right Services 136 Fourth Application: The Value Ladder (TM) Questioning Model 137 Fifth Application: Use the First Three Questions to Determine Compatibility 138 Sixth Application: Competitive Evaluation Tool for High-Level Prospects 138 Strategic Questions 139 Final Thoughts 140 Chapter 12 Creating a Culture of Value 141 One Message 142 C-U-L-T-U-R-E 143 Challenge Yourself and Your Organization to Greatness 144 Understand the Value Gaps and Act 146 Listen Aggressively to Your Clients 148 Total Commitment to the Initiative 150 Unify Your Organization 152 Respectful Dialogue With All Involved 154 Enjoy the Ride and Measure Your Success 156 Be Value Ready 158 Strategic Questions to Consider 158 Final Thoughts 158 Chapter 13: Competing on Value Begins with a Strategy 161 Vision 163 Clients 164 Services 164 Marketing Strategy 165 Reputational Value 165 Value Proposition 166 Financial Metrics 166 Professional Development 167 Competition 168 Final Thoughts 168 Chapter 14 What Are You Going to Act On? 171 The 7 Keys to Successful Action 172 A Final Thought to Consider 173
Leo Pusateri, president and CEO of Pusateri Consulting and Training in Buffalo, New York, works with financial professionals to help them discover, articulate, and capitalize on their unique value. He is the author of the highly acclaimed 2002 book, Mirror Mirror on the Wall, Am I the Most Valued of Them All? Leo has provided inspiration to hundreds of advisors around the globe, from Singapore to Spain, from Vancouver to Zurich, New York City to London, and from beautiful Buffalo to San Francisco. In light of Leo's robust training programs, firms have endorsed Leo's skill set as the absolute best-in-class in bringing value-based training to the table. He recently launched Pusateri Canada to extend his firm's intellectual property and consulting capabilities. The PCPS is a community of CPA firms committed to making practicing CPAs and their firms successful through education and advocacy. The PCPS provides local and regional firms with practice management tools and resources and acts as a voice for these firms in the standard setting arena. The PCPS Firm Practice Center provides access to a wide variety of valuable information and resources to make firms successful. The Center showcases content from the AICPA and associated state CPA societies; renowned experts and authorities in numerous fields; and well-known consultants to the profession and firms themselves. To learn more about the PCPS, log on to pcps.aicpa.org.