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Begin Within: The FIRST Place To Market Your Firm
by Tony Vidler The first place for any professional to market their firm and their own expertise is inside their own practice. Begin Within. It is where you will have the most receptive environment for refining your value proposition, and where you can “field tests” campaign and promotional ideas, and most importantly, it […]
by Tony Vidler Talking recently with some institutional people the topic of differentiating, or competing successfully, in financial services was raised and I suggested that there were just 5 key areas that one must consider competing in. To truly excel and outperform the competition I believe that you need to aim to be […]
Dependability: The differentiator every professional can use?
by Tony Vidler While talking to a very experienced and successful adviser recently I asked him what he put his phenomenal success down to. He said: “I am dependable”. As simple as that…a 40 year record of happy clients and success in financial services is summed up. He doesn’t claim to be the […]
Re-think what you THINK you know about your customers
by Tony Vidler I think that it is time to re-think what advisers think they know about their customers. Insurance is sold, it isn’t bought, right? People don’t value advice, right? Really? If you haven’t had a look at the excellent “World Insurance Report 2016” by Capgemini then you should, […]
by Tony Vidler Just one question should be dominating practitioners minds at this stage of the year: How will next year be better? HOW is the critical word here. Professionals are great at setting goals and targets. They are great at analysing and doing the numbers that tell them what activity at the […]
by Tony Vidler I reckon our household is pretty common really. We are probably what could be called a pretty “common client”. It’s a pretty common target market for most professional services, and how the people in our house buy things is probably pretty common too. Like buying a tree as a present […]
by Tony Vidler For all the emphasis upon removing conflicts in client fees there is little being said about value-based pricing in professional services, and yet it is a concept which is most likely to match the clients perception of value with the professional’s desire to avoid conflicted models or time-based billing. Perhaps […]
Make your professional designation mean something to clients
by Tony Vidler In a time where so many professionals struggle to identify and articulate their value to consumers I have to wonder why aren’t more professional financial advisers using their designations and qualifications better? Does it mean anything to potential clients? Often it doesn’t. And the reason it doesn’t is because […]
by Tony Vidler Value Proposition. It is the value that you propose to deliver to a potential customer. What it is not is anything other than the value you propose to deliver to them. Seems simple enough, doesn’t it? Apparently it isn’t though. Pretty much every professional you talk to […]
by Tony Vidler We all want to be at the point where the ideal prospects just ring in – preferably continuously. So many incoming calls from ideal prospects in fact that we have to put our fees up just to control the demand. Nirvana! Oftentimes we see senior professionals where that is […]