How would you like a predictable, recurring revenue stream for your firm?


The Value Builder System ™

Running a professional services practice can provide a great lifestyle but sometimes business can be lumpy. Smooth out demand for your advisory services by becoming a Certified Value Builder™, which gives you access to The Value Builder System™. The Value Builder System is a coaching platform designed to help professional advisors create a predictable, recurring revenue stream by helping your clients drive up the value of their business. 


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76% of Business Owners Expect To Exit Within The Decade



Market Opportunity

More than seven of ten business owners expect to exit in the next decade and many will turn to an advisor to help drive up the value of their business.  Once you earn the Certified Value Builder designation, you can use The Value Builder System as the foundation of an ongoing, multi-year coaching relationship between you and your client.

But first, you must get trained and certified to use The Value Builder System…




The Methodology

The Value Builder System methodology starts with a monthly meeting between you and your client. Working shoulder-to-shoulder with your client, you will log in to The Value Builder System where you can see and analyze their ongoing performance against the key drivers of Sellability. Each month, The Value Builder System will assign a different value-building exercise for you to work through with your client. 

Each year, you will complete a full Sellability Assessment so your client can track the increasing value of their company. The Value Builder System is designed to be the basis of a multi-year ongoing coaching relationship between you and your client. 

The Value Builder System Return On Investment

The Value Builder System offers an impressive potential return for those advisors who make it a part of their practice. The following is an example of a hypothetical business case for the 12-month period after earning the Certified Value Builder designation:


10 x clients @ $10,000 per year: $100,000
    10 x Value Builder tokens @ $2,000 each: - $20,000
Gross Profit = $80,000
Cost of Training $3,000
Return on training investment: 2666%

Please keep in mind that The Value Builder System tokens are purchased as you need them, so there is no need to commit to buying a token until you have a client committed to The Value Builder System process. 

The business case above is based on the following assumptions:

  • Training requires a one-time investment of approximately $3,000 (includes cost of training and travel, which may vary depending on where you’re travelling from).
  • Our recommended price you charge a client to engage you as a Certified Value Builder and access The Value Builder System is $10,000 per year.  
  • A token for The Value Builder System can be purchased for $2,000 per year (paid in advance) or $200 per month, meaning you keep approximately 80% of the revenue for each engagement.
  • Calculations do not include Sellability Score license.

Benefits of Certification


To use The Value Builder System™ and become a Certified Value Builder™, you must attend a three-day training program followed by an examination. Successful graduates will receive:

  • The ability to offer The Value Builder System™ to your clients, thus creating an ongoing, multi-year annuity stream of recurring revenue for your firm; 
  • The ability to display the Certified Value Builder™ designation in your professional profile;
  • The Value Builder System™ marketing materials, logo, brochure, etc.;
  • Inbound leads from our various websites including,, and

Upcoming Certification

March 29 - April 1, 2015: Fearrington House Inn, Raleigh North Carolina

The next opportunity to earn the Certified Value Builder designation is March 29 to April 1, 2015 at Fearrington Village.Located on a former working farm yet only 30 minutes to Raleigh-Durham International Airport, the private setting includes renovated and thoughtfully designed buildings encircling a village green and extensive manicured gardens. 

Meeting rooms are tucked under giant pecan trees, overlooking an herb garden or located over a bookstore. All this plus the finest service and cuisine you expect from a AAA Five Diamond award-winning property.

Fearrington House Inn has been rated as one of the "best hotels in the South” by Conde Nast Traveler.

The Agenda

Sunday, March 29, 2015

6:00pm: Cocktails

7:00pm: Dinner

Monday, March 30, 2015

8:30am - 10:00am: The Sellability Assessment We will provide an overview of The Value Builder System™ and details on how to perform the annual Sellability Assessment. The Sellability Assessment is the first step in our annual program and sets the stage for the next eleven months.

10:00am -10:30am: Morning Break

10:30am - 12:00pm: The Scalability Finder & The Customer Score This session will provde an overview of "The Scalability Trifecta” and explain how to use The Scalability Finder tool to help your client identify the products and services with the highest potential to scale. We will also introduce the Net Promoter Score research methodology and the survey tool embedded within The Value Builder System™.

12:00pm - 1:30pm: Lunch

1:30pm - 3:00pm: Growth Quad & The Automatic Customer This session will begin with an overview of how to use The Growth Quad with your client. We will then move into a presentation of John Warrillow’s new book, The Automatic Customer: Creating a Subscription Business In Any Industry. This will be followed by a description of The Automatic Customer Finder tool in The Value Builder System™

3:00pm - 3:30pm: Afternoon Break

3:30pm - 5:00pm: Monopoly Control and Hub & Spoke This session will begin by describing the virtuous cycle of marketing differentiation and why acquirers seek out companies with a defendable market position. Next, we will review the Positioning Planner tool and how to use it with your client to stake out a point of strategic differentiation. We will then review the importance of helping your client extricate themselves from the day-to-day operations of their business and relate this to the employee Net Promoter Score (eNPS) research methodology. We will also train you in the use of the employee satisfaction survey tool embedded within The Value Builder System™

6:00pm: Cocktails

7:00pm: Dinner

Tuesday March 31, 2015

8:30am - 10:00am: The Switzerland Structure & Valuation Teeter Totter We will begin with a discussion on valuation theory and the importance of de-risking a business as much as possible before selling it. Next, we will introduce The Switzerland Structure and train you to use The Employee Stack Ranker tool and the Customer Concentration Matrix. We’ll then turn to the effect that cash flow has on a business and its value; and finally we’ll explain how to guide your client through the Cash Flow Finder tool.

10:00am - 10:30am: Morning Break

10:30am - 12:00pm: Survey Customization The Value Builder System™ includes a built-in survey tool that allows you to create customized employee and customer satisfaction surveys. This session will provide details on how to customize a survey with your own questions.

12:00pm - 1:30pm: Lunch

1:30pm - 3:00pm: The Short List Builder & Envelope Test This session will discuss the strategic acquisition and outline “The 5-20 rule.” Next we will demonstrate the use of The Short List Builder tool, and then end the session with a demonstration of how to complete The Envelope Test with your client.

3:00pm - 3:30pm: Afternoon Break

3:30pm - 5:00pm: Marketing The Value Builder System™ This session will describe the positioning for The Value Builder System and provide our recommendations for how to market the service to your clients. We will also outline the various marketing assets you have access to and describe how we will be supporting your marketing efforts with some awareness raising tactics.

6:00pm: Cocktails

7:00pm: Dinner

Wednesday April 1, 2015

8:00am: Breakfast

9:00am - 11:00am: Examination The final step in the process will be to complete an examination of the content covered during the training session.

Your Host


John Warrillow

The Value Builder System Training & Certification Program will be led by John Warrillow. John is the lead architect of The Value Builder System and The Sellability Score software. He is also the author of the international bestseller Built to Sell: Creating a Business That Can Thrive Without You (Random House 2011) and the upcoming book The Automatic Customer: Creating A Subscription Business In Any Industry (Random House 2015). Throughout his career, John has started and exited four companies and is a sought-after speaker and angel investor. He also contributes regularly to and The Globe and Mail. In 2008 John was recognized by BtoB Magazine’s “Who’s Who” list as one of America’s most influential business-to-business marketers.