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The Words We Choose To Use Have Power
by Tony Vidler        If we want to give ourselves the best chance possible of influencing clients and prospects to change course, which is what professional advice is all about really, then there is no doubt that the words we choose to use can make an enormous difference.   Enough experts have done enough research over […]
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The Right Way To Present An Advice Recommendation
by Tony Vidler        When you are presenting quotes or recommending product solutions, are you still giving the prospect a few choices, like 3 perhaps? Don’t do it.   Consumers are onto it, so as a “sales technique” it loses impact…and it was never fabulous technique to begin with.  More importantly, it undermines your professional […]
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Demonstrate Value And Prospects Will Choose You
by Tony Vidler        Smart advisers today make sure they are demonstrating their value to prospects.   Having a prospect who is interested enough to hear what you have to offer has always been a necessary step on the path to getting a client, and it obviously remains so today. However, who the prospect decides […]
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If you need more clients then you probably need different skills
by Tony Vidler        Financial advisers who need more clients need to be better marketers than salespeople in todays environment.  For most that means they probably need new, or more, skills.  Not more technical skills; more commercial skills.   While financial advisers have been figuring out how to get ever-more-compliant and deliver yet-more-paper over the […]
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Details Matter: They Can Double The Return On Your Marketing
by Tony Vidler        Details matter. That attitude was a significant contributor to Apple’s success.  It was the centrepiece of Steve Jobs approach to design.  It made him (and Apple) swags of money.   While beautiful design is not really the forte of professional services firms, we do share something in common with Apple back when […]
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How to Position For The Right Referrals
by Tony Vidler        Getting referrals is difficult enough for many, but getting the right referrals is even tougher. It’s always nice to get a referral of course, but it doesn’t help if we do get a referral and it is someone that we just can’t deliver great value to.   So we do want to […]
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pitching the message
Pitching Your Marketing To The Target Client’s Buying Journey
by Tony Vidler        Every practice needs to be pitching their marketing efforts at the ideal point in the target market’s buying process, because no practice has enough money and time to cover every possibility. Today’s consumers go through a process of engaging with professionals which is a little different to the consumers of 20 years […]
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prospecting fishing analogy
Prospecting tip: “Fish at your feet first”
by Tony Vidler A fisherman friend gave me a great prospecting reminder: fish at your feet first. His point was a simple one: why spend a lot of effort casting, and risking throwing your bait, and then having to reel in loads of line until you’ve caught the ones right next to you? Isn’t that […]
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How do you create an “Act Now” mindset with clients?
by Tony Vidler        One of the ongoing challenge in marketing professional services is simply getting people to “act now”.  We have to overcome their lack of urgency.   Our service will still be there tomorrow, right?  And usually the need to be addressed is a future need, and maybe well into the future….so there is […]
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transition to business
Lost Sales Skills: How to “get down to business” without drama
by Tony Vidler        The advice industry has lost a lot of sales skills, and it needs them. If we are to help consumers make better decisions and change behaviour then we have to be able to help convince them to change.   The first tension point for today’s professionals is how to transition from the […]
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