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No Value Proposition? Then how will prospects decide who to choose?
how to avoid being a commodity as a professional adviser and being chosen on price or convenience comes down to having a strong value proposition. Building a great brand involves more than just a value proposition, but this alone can eliminate those who choose just on price...
by Tony Vidler Which is the more effective style for a financial adviser to adopt: 1. The Expert OR 2. The Counselor It is a question many struggle with, and the ideal position is actually: “be either depending on what is required” This choice is not really […]
by Tony Vidler A constant question for many advisers, particularly when they’ve been sitting about over a break quietly contemplating the road ahead, is what do they have to do to prepare, or adapt? Obviously there is enormous uncertainty about what lies ahead for advice businesses; some of it predictable and some of […]
The Professional’s Branding Challenge: how to look different while blending in (& why it matters)
by Tony Vidler When it comes to creating a personal brand as a professional, the irony is we have to look different – while blending in and looking the same. One cannot afford to look any less professional than your peers or competitors. So to a large degree degree there is a market […]
by Tony Vidler How much do you really think a good client is worth to you? Most financial advisers will easily work through the basic formula of the average fee/sale per client multiplied by the number of transactions they have with you each year, and then multiplied by the number of years you expect […]
Your FREE service is a barrier to getting the right business
by Tony Vidler Most professionals at some point offer complimentary initial meetings or consultations with clients as a “free service”. It simply isn’t true, and that in itself prevents the right sort of clients coming your way. The fundamental reason why this just doesn’t cut it with consumers is because they don’t believe it. […]
by Tony Vidler There is a tendency for those in professional services to see marketing in a single dimension whereas it really is multi-dimensional. Typically marketing is seen as being one of two quite different things – and neither are entirely right in themselves. It is either something “strategic” and broad and slightly fuzzy, […]
Anchors away! How to work out which clients to drop
by Tony Vidler More clients is good, right? How many are enough for a typical adviser though? 1,000? 2,000? 200? And then the plan is “drop some clients, and build it back to up whatever the ideal number is/was with better clients.” Let’s begin by challenging a big myth pervading many practices, being that […]
by Tony Vidler Working out what you should really be working on is one of those things that we all know we should do, but for one reason or another other stuff gets in the way. The other stuff is “other people’s priorities” of course, isn’t it? We then have a tendency […]
by Tony Vidler My advice to staff and advisers alike may seem odd….”get out and make more mistakes” Dangerous advice! Reckless even perhaps…. …however it is the best way to grow. It is also the only way to innovate or to implement anything you’ve imagined as a possibility. Finding new ways or trying […]