All financial advisory firms provide similar solutions and instruments, so product differentiation is a challenge. The firms are very proud of their teams, their history, and past performance, so the majority of the presentations are all about the firm, with little if anything about the agency or group they’re presenting to and the unique challenges they face. To help flip the script, PFM enlisted Mediafly to conduct a collaborative on-site workshop to identify key buyer challenges and the differentiating value PFM can deliver to help buyers address these challenges.
Following the CLOSE methodology, Mediafly analysts built a Value Matrix™ messaging framework for the PFM team, codifying the challenges and value. For each challenge, the Value Matrix documented the Challenges, Loss, Opportunity, Solution, and Evidence – a guide to transitioning the strategy from “Why PFM?” to “Why change now?”. To bring their value messaging to life, Mediafly worked with PFM to create a new value-based presentation deck to help fuel more client-centric presentations and a set of provocative, challenge-focused infographics to grab prospects’ attention. The PFM team was also trained on the new Value Matrix, Go-To-Market deliverables and approach to help ensure success.