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If you want prospects to "buy you", then dumb it down!
by Tony Vidler One of the best tips I can give anyone in professional services is “dumb it down- but don’t treat people like dummies“. There is a big difference between “dumbing it down” and treating people like dummies too. The first is about simplifying the message in order to be effective, whereas the second […]
What are you offering clients: Fast Food, or Fine Dining?
by Tony Vidler In the absence of a clear and compelling value proposition for a customer, planners will often struggle to obtain buy-in from prospective new clients. We name what seems to be an expensive fee, and in return we try to convince them of how magical – or predictable – our process is, and […]
by Tony Vidler Whether we like it or not there is always price resistance in delivering financial advice, and how we present our service is a large part of that problem. It doesn’t have to be…we just need to think through the differences between “what we say” and “what they hear”. I often hear planners […]
by Tony Vidler People mistakenly believe that they have to find their “uniqueness” in order to be able to articulate their value to the market. Actually, your uniqueness doesn’t really matter. You are one of 7 billion unique people on the planet, and the mere fact that you are unique means nothing to […]
Financial Advisers Problem? Offering To Do Too Much
by Tony Vidler Despite a couple of decades of positioning, developing and improving technical knowledge and qualifications, many financial professionals are struggling to get enough clients to engage in holistic planning. We need to take a leaf out of the accountant and lawyers playbook: Don’t try to deal with everything now; just deal with […]
by Tony Vidler If you are struggling to express your value proposition for your target market there is a way to figure it out that doesn’t require you agonising over how to come up with a clever marketing message. All you need to do is work out a list of what things you […]
by Tony Vidler One of the toughest things for professional services firms to do – especially those that operate in the advice space – is settle on a strategy to guide the decisions in building the business. It is helpful to consider strategy from a very broad perspective to begin with, and settle […]
by Tony Vidler. Putting a value upon advice is a tough issue – for advisers and consumers.There is a pretty basic concept as far as “Value” goes for any consumer purchase though, and it can be put into a formula: “Value = Benefits – Cost“ For a consumer something is valuable if the benefits exceed […]