LAS VEGAS — Advisers need to find ways to differentiate their businesses from the competition. With 543,000 new businesses entering the market each month — presenting new selling opportunities — brokerages that aren’t seriously thinking about the value they bring to the table may be missing out on new clients, said Adam Michaels, an entrepreneur and author of the book “Sink or Shine: Attract Clients and Talent with the Brightness of Your Mission.”
“What do you bring that differentiates you? What makes your lighthouse stand out on the shoreline and be recognizable from the distance? The answers to these questions are what make you distinctive,” Michaels said, speaking Monday at Employee Benefit Adviser’s Workplace Benefits Mania conference.
