Name: What’s Your Differentiator?
Uploaded: 2026-01-13T16:14:00Z
Duration: 2 min 10 s
Description: Bill Cates, founder of Referral Coach International, describes how financial advisors can distinguish themselves from competitors.

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Sustainable Investing and the Wealth Transfer

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Bill Cates, founder of Referral Coach International, describes how financial advisors can distinguish themselves from competitors.

https://m.wsj.net/video/20260113/bcc0f384-0f4a-4f62-bce9-6526a43e8948/1/hls/manifest-hd-wifi.m3u8

What’s Your Differentiator?

What's interesting is in terms of a marketing message. I've seen many advisors who when asked to describe why they're different, or how they're different, a lot of them are too close to it to see that they, the other, the masses don't see them as a distinguishable in any way whatsoever. So you, they almost have to widen the lens and they might think that they have, oh, well we have this, we have that. And it's like, well, many times that's simply table stakes. And it's not a differentiator.

It's, it is. Gosh, we could spend a whole show just on that. But let me tell you what doesn't make advisors different. Let's start with that. The fact that they care about their clients, the fact that they provide customized solutions, and great service and planning and all that. Now, I'm not saying we don't talk about those things. We do. Those are very important, but they're not differentiators. They're not gonna distinguish you. At the end of the day, what a client really wants, of course, is are you right for me? That's what they care about the most. And sometimes the differentiator can help with that. It can help with the attraction, can help gain someone's interest. Sometimes the differentiator is a reason why someone will work with you. For instance, let's say that you specialize in working with employees, particularly high level leaders and executives in a large company. You know their benefits package, you know their concentrated stock situation. You know their world in a way that an advisor who doesn't specialize wouldn't know. Now, that's a differentiator that really makes a difference and will help you attract, and I'll tell you one of the, we can get into this a little more deeply if you want, but one of the best ways to discover your differentiators is to talk to your clients. Is to talk to them about how they talk about you, or they would talk about you, or how you differ from others they've worked with. So, that's one of the easiest, most creative ways to find out what your differentiator is.