Value First Prospecting
By Sten Morgan
Learn how to reject average prospecting methods. Sten shares the system he developed to attract ideal clients and communicate in a way that helps prospects take action sooner.
Narrated By Sten Morgan
Listen to Sten on your favorite audiobook platform and learn how to reject average prospecting methods.
The VFP Path
Chapter 1 - Moving To An Elite Mindset
To overcome average results, you must challenge limiting beliefs and embrace change, aiming for elite outcomes through discomfort and innovation. Cultivate a mindset of relentless pursuit of higher goals, rejecting complacency and actively engaging in processes that break industry norms and achieve exceptional growth and success in the financial advisory industry.
Chapter 2 - From Imposter To Professional
We encourage financial advisors to develop and answer the question, “What do you do?” by urging them to pinpoint and leverage their distinctive “Superpowers.” You’ll learn to take a proactive approach in distinguishing yourself in the market, engaging ideal clients effectively, and moving away from conventional prospecting tactics.
Chapter 3 - Focus Less on Product and More On Ideas
You’re not just an advisor—you’re an educator. By whiteboarding, you turn complex strategies into clear, impactful visuals. Clients feel engaged, inspired, and ready to take action. Forget stale presentations; this approach makes you unforgettable and builds lasting trust. It’s how Elite advisors stand out.
Chapter 4 - Whiteboarding
Your ideas are the real product. Elite advisors don’t just sell financial products—they offer unique strategies that clients talk about. Forget standard meetings; engage clients with creative, tailored insights. Build connections with Idea Partners for fresh perspectives, and commit to growth. That’s the path to becoming unforgettable.
Chapter 5 - Create Urgency, Quantify the Value
Quantifying value is key. Elite advisors don’t just offer advice—they highlight hidden opportunities, put real numbers to benefits, and help clients see the true cost of inaction. By creating urgency and using visuals, you make your strategies unforgettable and empower clients to take action confidently.
Chapter 6 - Targeting Strategies
About the Author
Sten Morgan
Sten Morgan CFP®, CHFC is the founder of Legacy Investment Planning and the Elite Advisor Network. He initially tried the traditional financial industry model for prospecting and he quickly found the average path wouldn’t produce the results he knew were possible. He then launched a firm built on Value First.
After becoming one of the top advisors in the country under the age of 40 by the age of 30, he wanted to help other advisors achieve their potential faster. He founded the Elite Advisor Network in order to bring together like minded advisors and help level up the industry.
Sten continues to serve his clients while also being an advocate for financial advisors and the future of the industry.


