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 | Hub and Spoke: Effective Hiring
Presented by: Sam Mendelsohn, The Value Builder System™

Recruiting challenges for small businesses are enormous, and daunting. Business owners rate human resources and people management as one of the most frustrating aspects of managing their business and if you don’t get the first step – hiring the right people – correct, then you are building on a faulty foundation. Value Builder advisors get called into this topic more than any other, whether your focus is on building value or exit planning. In this session we will do a deep dive into the Hub and Spoke module (breaking free of a business owners’ day-to-day operations) and reveal some tips and tools you can use with your clients to help them support their effective hiring practices.

11:30 a.m. – 12:30 p.m.


12:45 p.m.–1:30 p.m. | Choose One of Three

Breakout #1 | Utilizing PREScore™: Helping Your Client Prepare for the Next Stage of Life

Are your clients looking forward to their retirement years? Do they have something that they can’t wait to get to? In today’s time, retirement can be a taboo subject and many business owners, if asked, don’t intend to fully retire until they are forced out (from old age, health, family, etc). Wouldn’t it be fun to look forward to the next stage of life with anticipation instead of reluctance? Recent data shows that even the most affluent and successful business owners struggle with a common problem: the regret of how they handled leaving their company. In this session, learn from real life case studies on how other Advisors have used PREScore™ to flip this on its head so your clients can one day exit their business with no regrets.

12:45 p.m.–1:30 p.m.

Breakout #2 | Value Builder Case Study: Implementing a Group Coaching Model

One of the biggest limitations on scaling your business could be your time. In this session you’ll have an opportunity to hear how one Value Builder Advisor used the Value Builder tools to build a sustainable Group Coaching Model for his clients, reducing the reliance on his time and allowing for more scale in his practice.

12:45 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

Ever notice that business owners will commit to making changes, but then never actually do them? Heck, ever notice that you get caught in this trap too. The best of intentions, don’t always pan out.

To really get underneath this and make a positive difference in their (or your) company, you need to understand the science of habits, and how they can be changed. In this session you will gain an understanding of human nature and its potential for transformation with the development of new habits.

1:45 p.m. – 2:45 p.m.

Breakout #2 | Lead Generation: The Indispensable Guide for Social Media

In this session, learn social media best practices and trends for 2020. Go from having just an average online social media presence to understanding the next steps towards monetizing and growing your communities.

1:45 p.m. – 2:45 p.m.

Breakout #3 | Value Builder Case Study: Developing Client Loyalty

Client loyalty is linked to a surprising characteristic of the relationship: vulnerability. In this session discover how one Value Builder Advisor has established a real competitive advantage, extremely loyal customer and great referrals through the implementation of soft skills and the confidence to show up and be real.

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 year 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. – 11:30 a.m.

Breakout #2 | Writing that Sells: How to Build Credibility and Success With Words

Presented by: John Warrillow, The Value Builder System™

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. He 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, he 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 dialog with the good, bad and downright ugly all open for discussion.

10:30 a.m. – 11:30 a.m.

Breakout #3 | Client Assessments: What, How and When to Use Them
The Value Builder Assessment and PREScore™ are two assessments which you have used successfully with clients, however, there are many other assessments for personality, skills, strengths, instincts, etc. In this workshop, you will get a chance to hear from several Value Builder Advisors who use assessments with their clients. Understand the pros and cons, and how they put them into use and practice for lead generation, sales, and delivery of client engagements.

11:30 a.m. – 12:30 p.m.


12:30 p.m.–2:00 p.m.

Roundtable Discussions | Implementing Value Builder in Your Business Model

Engage in a facilitated session with your peers to discuss relevant opportunities and challenges for your industry and business model. Discuss and hear from your peers on the following:

• General industry opportunities, and specific opportunities to utilize Value Builder.

• Challenges that you are beginning to see, or expect to see in the near future, and strategize on how you might overcome these.

• Real stories of how the Value Builder tools have been used effective (or not effectively – allow everyone to learn from the collective mistakes of the group).

• What has and has not worked in business development.

• And, other relevant topics for your specific industry and business model.

2:00 p.m.–2:30 p.m.


2:30 p.m. – 4:00 p.m.

The Expert Panel

Hosted by: Laura Ferguson, The Value Builder System™
Panelists: Edwin Mysogland, Indiana Business Brokers and Marla DiCarlo, Co-owner and CEO, Raincatcher

Laura Ferguson, Director of Customer Success at The Value Builder System™, will moderate a panel discussion of some of our most active advisors. Laura 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?

4:00 p.m.


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