It takes a great deal of (sometimes painful) introspection to determine if you truly have a “wow” factor. Many providers feel they have one, or maybe even feel they have several. A method called “Kano Analysis” can certainly help you figure it out. Among other things it will tell you if your prized products and services are simply what is necessary to compete at a basic level, are irrelevant to your success, or are a “wow” factor.
After years of conducting this form of analysis in the retirement industry, very few users have ever concluded they have a true “wow” factor (also called “surprise and delight"). If you don’t have one, you can continue to slug it out in the sales trenches. If you find a true one that can’t be replicated, doors will open. But beware -- today’s “wow” may be tomorrow’s table stakes.