The Value Builder Summit Agenda

8:30 a.m. – 8:40 a.m.

Opening Remarks from John Warrillow

8:40 a.m. – 10 a.m.

10x Marketer

Presented by: Ryan Deiss,

Ryan Deiss is a bestselling author, founder of multiple companies, and one of the most dynamic speakers on marketing in the United States today. Ryan is the founder and CEO of and Founder and Managing Partner of and He is also intimately familiar with the concepts of The Value Builder System from the seller perspective, having used the methodology and the 8 drivers of a company’s value when he sold a division of his company.
In this session, Ryan will explain what separates a 10x marketer from just a very good marketer. Ryan’s fundamental belief is that 10x marketers can be built (not just born) by systematically acquiring each of the skill sets required.
You will learn:
• The anatomical breakdown of a 10x marketer, so that you can start embodying success.
• The 8 critical core disciplines of a digital marketer.
• How to balance your marketing activity with all of the other pressing tasks of a business owner.
• Key lessons from Ryan’s experience buying and selling businesses.
• And, anything else you want to know: bring your questions, as Ryan is eager to provide open and honest reflection and advice.

10:00 a.m. – 10:30 a.m.


10:30 a.m. – 11:30 a.m. | Choose One of Three

Breakout #1 | Craft YOUR Marketing Plan
Presented by: Ryan Deiss,

Carry on from Ryan’s keynote session to continue learning and absorbing his lessons and insights. Ryan is known as one of the world’s leading digital marketers and has built a powerful business around training small and medium sized business owners in this space. Join this intimate workshop for a chance to ask questions, engage in discussion, and get to work on creating your own one-page marketing plan. Ryan will facilitate the discussion, building on the knowledge imparted in his keynote, and providing specific and actionable feedback along the way.

Exclusive Opportunity for Early Ticket Purchasers
10:30 a.m. – 11:30 a.m.

Breakout #2 | The Blindside: When Retirement Planning and Business Valuation Collide
Presented by: Brian Trzcinski, MassMutual

A remarkable number of business owners hold strong to the belief that their business is their retirement plan.

Unfortunately, almost as many have avoided taking the necessary steps to ensure that this is a realistic option. Not to mention, a successful transition almost always occurs amidst complex family and interpersonal dynamics. As an advisor, you hold a critical role in advising the business towards success, and in providing the owner with the right guidance post exit. As such, it is important to understand the valuation equation from the standpoint of what the owner “needs” for life after business. Financial, retirement and estate planning are crucial and in this session you will understand the nuances of how, when, where and why this planning needs to take place, as well as a business owner’s unique mindsets towards the retirement planning process.

This session will offer you a look through the lens of experienced and expert Financial Planners – a group of advisors that commonly see the after-effects of an exit and what happens when an owner underestimates their financial reliance on the business post-retirement. Brian Trzcinski, from Mass Mutual, will breakdown the key opportunities and challenges business owners face in building a transition strategy that allows owners to exit on their terms, and fund the retirement they’ve envisioned. We will examine four key risk management pillars – family, business, vision and future – and the critical role you play in each.

10:30 a.m. – 11:30 a.m.

Breakout #3 | How to Deliver Value Builder’s Hub & Spoke
Presented by: Dr. John P. Sherk, John P. Sherk Consulting

Module #7 in the Value Builder Engagement is one of the most challenging for a Certified Value Builder™ to deliver effectively. In this 60-minute session, you’ll learn the secrets for getting your clients to work “on,” not “in” their business.

Led by Dr. John Sherk, a world-renowned specialist in driving employee engagement, you’ll discover:

• The theory behind the eNPS score.

• How to use the Gallup 12 questions with owners.

• How to create a company that thrives without its owner.

If you want to learn how to confidently deliver the Hub & Spoke module within Value Builder, this session is for you.

11:30 a.m. – 12:30 p.m.


12:30 p.m.–1:30 p.m. | Choose One of Three

Breakout #1 | Psychographics: Winning the Battle for an Owner’s Attention
Presented by: Kim Hibler, Renaissance Executive Forums (R.E.F.)

Behind every business, there is a busy founder, and understanding them is the secret to selling clients and keeping them engaged with you. But founders can be enigmatic and unpredictable until you know the hard-wired psychographics that determine their decision making.

In this session, the president of an international peer forum franchise, will reveal both the art and science of selling to business owners. You’ll discover:

• Why owners reject the idea of exit planning.

• How to get an owner’s attention.

• How owners make decisions.

• How to uncover buying triggers in your discussions with owners.

• How a new tool called PREScore™ can start a new kind of conversation with your business clients.

12:30 p.m.–1:30 p.m.

Breakout #2 | More Money, Less Time: Gaining Leverage Through Group Coaching
Presented by: Jeff Borschowa, Maverick Business Academy

Have you ever wondered how to scale your Value Builder practice? The secret could be group coaching. In this session, Jeff Borschowa of Maverick Business Academy will share his best practices for building a group coaching model.

Jeff’s talk will include how to:

• Price your group coaching.

• Overcome objections and sell your group coaching offer.

• Deliver one-to-many coaching.

• Leverage digital channels to both sell and deliver group coaching.

If your goal is to scale your Value Builder practice and make more money in less time, you won’t want to miss Jeff’s session.

12:30 p.m.–1:30 p.m.

Breakout #3 | Spectrum of Capital
Presented by: Terry Keating, Accord Financial, Inc.

In this session Terry Keating, President and CEO of Accord Financial Inc., will take us on a journey to explore the various types of capital available to the middle market. As advisors, Terry will guide you through the process of helping business owners and management teams best cultivate potential sources of capital and prepare businesses for the process of raising funding.  The discussion will include:

• A walk up and down the right side of the balance sheet
• Tips to make the relationship between business owner, investment banker, and advisor work
• How to cultivate the best sources of capital
• Best practices for preparing yourself, the business owner, and the business to raise funding

1:30 p.m. – 1:45 p.m.


1:45 p.m. – 2:45 p.m. | Choose One of Three

Breakout #1 | The Science of Habit Making
Presented by: John Nieuwenburg, W5 Coaching

Are you frustrated when your clients don’t do what they say they would after every coaching session? It’s not a surprise that much of their failing is a result of the bad habits they formed.

What is surprising is that habits make up 50% of what we do, yet we often spend less than 5% actually talking about them.

In this session, you’ll learn about the role habits play as an advisor and more importantly how to master the art of habit making for yourself so that when you leave here, you can be a more intentional advisor AND teach your clients what you’ve discovered about making habits stick.

Have you ever advised an owner who commits to making a change and then fails to

Delivered by John Nieuwenburg, a perennial favorite presenter among our community of Certified Value Builders™, this session will reveal:

• Why owners fail to act on your advice.
• The science behind habit forming.
• The secret to creating sticky habits.

If your goal is to make a meaningful impact on the clients you serve, you won’t want to miss John’s session.

1:45 p.m. – 2:45 p.m.

Breakout #2 | Home Field Advantage: How to Convert Prospects into Customers
Presented by: Todd McGreevy & Chris Barnard, Marigold Resources

When Todd McGreevy and Chris Barnard evaluated how to best integrate The Value Builder System™ into their M&A customer experience, they had an idea.

Instead of going to see prospects at their place of business, why not get paid to have these customers come visit them?

Because Marigold Resources’ world headquarters is located in historic downtown Davenport, Iowa. Their office is in the building closest to the mighty Mississippi River and overlooks the picturesque Lock and Dam 15. And, they are surrounded by great cultural, recreational and culinary opportunities.

So, was born.

Todd and Chris have hosted dozens of prospects and customers at their office, giving them a chance to have deep and meaningful conversations on their turf. The results have been fantastic. In the session, you’ll learn:

• The benefits of a branded and targeted direct mail piece that helps convert prospects into customers

• A hidden set of tips and tricks for hosting customers at your office

• How to incorporate select Value Builder modules into your customer’s experience

• How to engage and nurture Centers of Influence

If you’re looking for innovative ways to leverage The Value Builder System™, you won’t want to miss this session.

1:45 p.m. – 2:45 p.m.

Breakout #3 | Selling Masterclass: How to Win a Value Builder Engagement
Presented by: Steve Conwell, Final Ascent

You’ve met with a client, and they seem interested in boosting the value of their business. Now how do you get a prospect to buy a Value Builder Engagement?

The answer showing an owner the return they’ll enjoy by building the value of their business. Join Steve Conwell, the founder of Final Ascent, for a tour de force masterclass in selling. Steve will reveal:

• How to prospect.

• How to convert interest into commitment.

• How to use a Return On Investment calculation to advance a sale.

• Buying signals that show a prospect is ready to engage.

• How to overcome objections to investing.

• Closing techniques for sealing the deal.

If your goal is to build a recurring revenue stream from the Value Builder System™, mark your calendar for Steve’s session.

2:45 p.m. – 3:00 p.m.


3 p.m. – 4:30 p.m.

Release of John Warrillow’s Upcoming Book
Presented by: John Warrillow, The Value Builder System™

Eight years ago “Built to Sell: Creating a Business That Can Thrive without You” was released and became a bestseller, was translated into 11 languages, and recognized by Fortune and Inc. as one of the best business books of the year. Built to Sell has become the calling card of the exit planning community and a rallying cry for our community of Value Builders.

Soon after the book was published, John started recording Built to Sell Radio, a podcast where he discovers lessons learned and triumphant successes from owners who have recently exited. With more than 500,000 downloads and over 200 episodes, John has heard it all and has decided to amalgamate these stories – along with the lessons and triumphs – and share these insights in a new book that will be released at the 2020 Value Builder Summit.

This collection of rare insights, surprising negotiation strategies and devastating mistakes to avoid represents arguably the most comprehensive compendium of insights into successfully selling a privately held business ever collected and you’ll be the first to hear them as John provides a sneak preview of his new book for the first time at the Value Builder Summit.

5:30 p.m. – 7:30 p.m.

Cocktail Reception

8:30 a.m. – 10 a.m.

Modern Day Super Powers: How to Ask Life-Changing Questions and Tell Your Unforgettable Story (like no-one else!)

Presented by: Cal Fussman, Best-Selling Author, World-Renowned Interviewer, and Host of the Big Questions Podcast

“When Cal speaks, you’re listening to everyone he’s ever interviewed. Lessons and stories from hundreds of icons.”

In this session you’ll learn from the icon of question-asking and story-telling himself, Cal Fussman. But not only will you have Cal’s powerful insights, you’ll also hear stories and lessons learned from the hundreds of history-makers and icons that he has interviewed. From Muhammad Ali and Richard Branson, to Mary Barra and Mikhail Gorbachev – get ready for a captivating 90-minutes.

The questions you ask can transform how you communicate and connect with your clients, coworkers, employees and even your spouse, friends and children. The stories you tell are one of the only ways to cut through the static and grasp attention in this age of information overload. In his unforgettable way, Cal Fussman will weave the secrets and skillsets of story-telling and question-asking together to give you the modern day Super Powers of the business elite.

You’ll come away from this session:

• Having learned techniques that can help both individuals and companies tell their stories in a way that stands out.

• How to ask questions that break down barriers, foster understanding and build deeper relationships with everyone you meet.

• With key lessons from the icons who’ve shaped history over the last half century: how Richard Branson leads; how Kobe Bryant overcomes fear; how George Clooney taps into creativity; and, how Larry King builds connection.

10 a.m. – 10:30 a.m.


10:30 a.m. – 11:30 a.m. | Choose One of Three

Breakout #1 | Craft YOUR Story
Presented by: Cal Fussman, Best-Selling Author, World-Renowned Interviewer, and Host of the Big Questions Podcast

Carry on from Cal’s keynote session to continue learning and absorbing the teachings of the master story-teller, Cal Fussman. In this workshop you will get a chance to ask questions, engage in discussion, and get to work on crafting your own story. Cal will facilitate the discussion by asking powerful questions, and providing feedback along the way.

Exclusive Opportunity for Early Ticket Purchasers
10:30 a.m. – 11:50 a.m.

Breakout #2 | Writing that Sells: How to Build Credibility and Success With Words
Presented by: John Warrillow, The Value Builder System™ and Tanya Hall, Greenleaf Book Group

We often say there are two essential ways to build your business: one is through speaking, and one is through writing, and often both. In this session learn from best-selling author, who has penned four books and many, published many articles, John Warrillow. Joined by his publisher, Tanya Hall, they will discuss the benefits and drawbacks of different venues to get your words out, de-code the process for coming up with the right topic(s), and share the latest insights to make sure your work is well read and worth the investment in time.
Lastly, they will help you understand if you are ready to tackle the project of writing a book, how to stay on track with your manuscript, and promote it to and through to a successful launch.
This is an open and honest dialogue with the good, bad and downright ugly all open for discussion.

10:30 a.m. – 11:40 a.m.

Breakout #3 | The 1K Secret: The Entrustment Method behind 1,000 Value Builder Reports
Presented by: Marla DiCarlo, Raincatcher

Marla DiCarlo holds the record as the fastest advisor in our community to reach 1,000 Value Builder reports generated.

It took her roughly 24 months.

What’s Marla’s secret? And how can you leverage her tested sales model to get more clients to complete the questionnaire? How does Marla monetize all of those conversations? In this wide-ranging session, you’ll learn:

• How to get owners to complete the questionnaire.

• What to do after you get a notification of a completed questionnaire.

• How to deliver the Value Builder Assessment.

• The secret to using The Entrustment Method to win deals and develop long-term relationships.

If you want to accelerate the growth of your Value Builder practice, Marla’s session will deliver.

11:50 a.m. – 1:00 p.m.


1:00 p.m. – 2:30 p.m.

The Expert Panel

Hosted by: John Warrillow, The Value Builder System™
Panelists: Edwin Mysogland, Indiana Business Brokers; Geoff Green, GRG Momentum; Kevin Koster, Skopós; Marla DiCarlo, Co-owner and CEO, Raincatcher; and Rick Hadrava, Epic Wealth Management

John Warrillow, Founder of The Value Builder System™, will moderate a panel discussion of some of our most active advisors. John will explore some of your top questions, including:

• What’s your secret for getting owners to complete the questionnaire?

• How do you convert assessments into engagements?

• What’s the best way to deliver The Value Builder Engagement?

• How do you bill for a Value Builder Engagement?

• What marketing campaigns have you found to be most effective?

2:30 p.m.–2:45 p.m.


2:45 p.m.–3:30 p.m.
Famous or Rich: New Research into an Emerging Segment of Small Business Owners
Presented by: John Warrillow, The Value Builder System™

Most business owners pursue revenue, but there is a new segment of the business owner market that considers value growth as their primary goal. These “Value Builders” play by a different set of rules which we have been able to codify through tracking more than 52,000 users of The Value Builder System™ over the past seven years. For the first time, John Warrillow, founder of The Value Builder System™, will reveal the data behind this burgeoning new segment and provide a road map for finding, attracting and converting Value Builders.

As an attendee at this year’s Value Builder Summit, you’ll leave with a complete tool kit for winning Value Builders as customers. You’ll receive six months of advanced access (i.e. you have to be at the summit to get it) to:

• A new feature set in The Value Builder System™ designed to help you spot Value Builders among your contacts

• A 5,000-word e-book, written by John Warrillow, to use as a lead magnet on your website and other marketing

• A uniquely configured embed code prominently featuring the Value Builder e-book gift as a reward for completing the form

• Value Builders PowerPoint presentation you can use in workshops

If you’re looking for a way to accelerate your Value Builder practice in 2020, you will not want to miss this new product briefing featuring a suite of unique gifts just for attendees.

3:30 p.m.


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