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Reputation Is Everything Today, So Manage It.
by Tony Vidler For anyone in professional services reputation is everything today. It is a trust-creator, or a trust-killer. Basically everything you do – every engagement you work on, every social media post, everything you do at a function – adds to or detracts from your reputation. A professional’s personal reputation is […]
by Tony Vidler In the continual search for differentiation strategies and creating a strong sense of “value received” by clients one of the ways to think about how to stand out is to consider where you choose to try and add value in the prospects buying path. There are a number of fairly […]
by Tony Vidler Creating sufficient trust with a prospective client is the critical initial hurdle to having them engage with a professional advice process. We need to have potential clients open up about their financial history, health and family issues, their future dreams and aspirations….all the deeply personal things that they generally don’t […]
by Tony Vidler You probably have a professional philosophy, even if you’ve never really thought of it as a philosophy. Most experienced professional advisers have formed views and opinions about the right way to do things for clients. They form beliefs, or philosophies about how things should be. Yet, different professionals from […]
The Formula For Positioning Yourself For Ideal Clients
by Tony Vidler “Poor positioning of yourself and what you can achieve for your ideal clients is the number 1 reason for ideal business opportunities not coming to you….” Many professionals experience the frustration of good clients doing good business elsewhere, or ideal prospective clients not being referred and ultimately doing their business […]
by Tony Vidler “Free” advice is never actually “free”, is it? None of us are silly – including the people we are talking to as prospective clients. Everyone knows advice isn’t free…it is at someone’s expense, and someone is hoping to get a payday from delivering the “free stuff” at some point. […]
by Tony Vidler Your marketing objective is simple: Help ideal clients choose you. The most important word in that sentence was “help“, and that is very different to “convince“, which is the typical marketing approach. A great marketing process helps prospects move along the buying (decision-making) path by pre-empting their concerns and need […]
Here is how to work out WHERE to compete in the market
by Tony Vidler A problem for many of todays professionals is figuring where to compete in the market…or rather, which area of expertise or service offering to lead with in their marketing efforts. Once the target market clients have been worked out (so we know who we want to appeal to) we have […]
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 […]