"Best Practices" helps you benefit from the experience of legacy CoreValue Advisors who are successfully using CoreValue in their firms.
Overview: Based on a rigorous set of private business standards first developed at MIT almost 30 years ago, Discover uses an informal survey format to gain valuable insights into a business using a framework of 18 Value Drivers.
Clients and prospects can complete Discover in as little as 15 minutes. A Discover user is not required to prepare anything beyond his or her knowledge of how the business runs day-to-day. Using Discover helps you deliver immediate value by generating a report which includes the company's operational health and value, its potential value, the top three growth opportunities within the company, and highlights any significant risk conditions the business may have.
The areas identified are opportunities for you to deliver your products and services to the client.
Best Practice #1: Use Discover with every client and lead
Best practice is to use Discover as part of your initial client evaluation/intake process. Don’t try to sell Discover; just use it. Incorporate the questions into your methodology. Sell your expertise. Introduce the questions with: “Let’s talk about your operations and market position…” Introduce them to the 18 Value Drivers as a standard business framework.
You can use Discover in your office on your computer, out at a meeting using a laptop or tablet, or send a personalized email to a client containing the Discover link. Choose the delivery method that works best for your unique situation.
Discover is a valuable tool, as it helps both you and your client better understand the areas where the business is having difficulty, in addition to where it excels. Discover is easy to implement with enormous returns.
Best Practice #2: Use Discover face-to-face
Our users tell us that when delivered face-to-face with a business owner, the entire process has added value. Not only are the results a huge conversation starter, but the process itself is beneficial, in that the discussion ensues almost immediately, and focuses on the business from the owner’s perspective. Watch the body language – does your prospect seem to get uncomfortable when talking about a particular driver? Is she fully engaged in the process and eager to learn more? Does he linger over an answer choice? Finally, when sitting down with a prospective client and using the Discover interview, you have them ready, motivated and (hopefully) eager to go further. You’ve got 25% chance of conversion to an Unlock – a paid client engagement – with this approach.
Best Practice #3: Explain the Discover process across your organization.
Make sure all professionals in your firm know about Discover and encourage them to recommend the survey wherever possible. Once all staff members recognize the value of Discover and how it can take a conversation and turn it into an engagement, everyone wins. The idea is to generate leads for the firm – and qualify them. While each professional may not be licensed to use Unlock, you can license additional users for Discover-only access, enabling each professional to have his or her dashboard of prospects to manage. Remember that your staff can always refer these business owners to a professional in your firm licensed to use Unlock.
Best Practice #4: Use Discover on a website landing page
Your license includes a unique website URL that connects users directly to your agency Discovers. Using this link as part of a broader ‘call to action’ for your website visitors can result in additional lead generation for your firm. When combined with an effective SEO (search engine optimization) strategy, you can turn visitors into prospects who realize the value of working with your firm.
Why Discover Works
1. Bring Value to Your Prospects & Clients.
When you introduce the 18 Value Driver Framework, your prospects and clients learn a new way of looking at their business and a new way to approach their difficulties. They may say: “I already know my [Insert Value Driver Here] is weak...” But do they know how much it costs them? Do they know what caused the problem, let alone how to fix it? Do they know the depth and details of the problem? And when they say an area of their business is strong, how, exactly, do they quantify that strength? Do they have the information and data to back up their claim? By breaking down their operations into manageable pieces, they can begin to see a road map to closing their Value Gap.
2. Have a Reliable Common Framework.
Consider the impact of having all your clients, and potential clients, measured using the same metrics. With very little modification to your existing intake process, you can have a standard for how prospect and client businesses are measured, the results of those measurements, and how they compare to each other within the industry, and across a host of like-businesses.
3. Create Opportunities.
Discover highlights opportunities to improve areas of potential risk and make a client’s company more sustainable and valuable. But it is the process that can be most rewarding. During Discover’s Q&A, you may find the lead/client lacks knowledge around one of the 18 Value Drivers, or how that Driver relates to their business. Not only does this speak volumes about how they run their business, but it also provides an opportunity for you to present your services at the exact time when they realize they need this help.
4. Approach a Lead Holistically/Review A Client Holistically.
When a potential client approaches you with a specific problem, you know from experience that it’s likely systemic. For example: If a client comes to you with a “Hair-on-Fire” emergency, your experience tells you that it’s probably not the only issue. The “fire” started somewhere, and it is probably burning something else.
Addressing their specific problem is important to (a) help the client and (b) help you establish rapport with the client. Assess their primary issue and go through Discover. Once you address the client’s emergency, you will be able to return to the report and help them in other areas. You will have better long-term results with your clients because your initial interaction is designed to look at the client holistically. And, the knowledge you gain from doing this will assist when helping other clients facing similar issues.
5. Gather Data.
One Discover helps one client. Multiple Discover interviews help your practice.
With each completed Discover, you are gathering information about the community you serve. Discover data can reveal patterns and trends indicating where your business community is having difficulty. Using this data, you can leverage your expertise and resources relative to the needs you’ve uncovered. Focus your message and community outreach. Let them know you are aware of their difficulties and that you have the resources to help them.