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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 […]
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 […]
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 […]
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 […]
This Is The Sensible First Step In Taking Charge Of Your Time
by Tony Vidler Without doubt the most precious resource we have in professional services is our time. For many practitioners it is all they have to sell, and derive income from. It follows that when it comes to trying to determine how to improve business efficiency or profitability, or personal earnings, that the allocation […]
Are you offering Advice clients Fast Food or Fine Dining?
by Tony Vidler Many advisers are unsure about what they offer advice clients – cheap and cheerful advice on the fly, or a superb planning experience. Both do the job, albeit in different ways. But offering fast food at silver service prices is a business model that will struggle…and that’s what happens when there […]
Want Prospects To Open Up? Take a tip from the professional interviewers
by Tony Vidler Once upon a time everyone was taught the difference between open and closed questions as the key to engaging prospects…and it worked for a fair while. In today’s world with it’s much greater emphasis upon individual opinion and with our professional focus having shifted entirely onto what the client cares about rather […]
How to help prospects decide to follow your advice
by Tony Vidler Helping prospects decide on the right course of action is often not quite as hard as we think, especially when it is a reasonable bet that every adviser has had clients or prospects ask at some point: “what are other people like me/us doing?” The very same behaviour that makes many […]
Financial Advisers Problem? Offering To Do Too Much
by Tony Vidler Advisers have a few problems these days. The biggest financial adviser problem though is getting prospects to engage with us to begin with. 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. […]
by Tony Vidler Clients often want advisers to deal with just one element of financial planning…their current “burning issue” that triggered the need for advice to begin with. Getting them to engage in full advice can be tough and they need to understand what you CAN do for them, and where your knowledge and skills […]