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Free cpe webinars
Differentiation Is the Challenge: Niche Is the Solution


Cost Free
Presentation Length 1.0 hour

Recorded DateJune 25, 2019
CPE:Not available
(archived webinars do not offer CPE credits)
Subject AreaSpecialized Knowledge
Course LevelIntermediate
Course Description

The services of most advisors look the same to prospective clients. To attract clients, advisors need to demonstrate how they are different in a way that is valuable to their target market – a niche. In addition, almost all clients would benefit from an advisor who has a deeper understanding of their particular situation and needs; to have the opportunity to work with a specialist in what is unique about them.

This course teaches practitioners how to develop an understanding of the more detailed, subtle and nuanced needs beyond the basics and to strengthen their planning abilities for the group of clients they want to be better prepared to serve and create a communication strategy that projects that difference.

Learning Objectives:

  • Describe a service or client experience that is distinct from other local practitioners.

  • Determine what skills, tools, and resources are required to deliver the unique experience described.

  • Develop a unique brand based on the service or experience.

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Stephen Wershing, CFP® is President of The Client Driven Practice, a firm that consults with financial advisors on how to create an experience clients naturally talk about. He helps them clarify their value, build their brand, and attract more referrals. He is also known for his work with client advisory boards.

Wershing is cohost of the popular podcast Becoming Referable,

Bob Veres calls Steve “the best marketing mind in financial planning.” His book, Stop Asking for Referrals: A Revolutionary New Strategy for Building a Financial Service Business that Sells Itself, was published by McGraw Hill in 2012.

Steve has authored articles or been quoted in many trade and popular publications including Journal of Financial Planning, Financial Advisor, Investment Advisor, InvestmentNews and USA Today

Steve started as a registered rep 30 years ago, becoming a fee-based advisor and later a broker/dealer executive. He was Chief Operating Officer of a national firm and subsequently President of a regional B/D before dedicating himself to coaching advisors full time in 2011. He is also partner in the Focused Advisor Network (, a platform for independent advisors.

About Our Presenter

The Client Driven Practice helps financial advisors discover and strengthen their unique value, and build their marketing nd their strategy around that. They do this with client surveys, client advisory boards, and referral marketing consulting.