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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 […]
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How to create a "Hurry! Take Action Now!"
by Tony Vidler One of the ongoing challenge in marketing professional services is simply getting people to “act now”.  We have to overcome the 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….there is little urgency, […]
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You COULD generate more referrals than you could handle…
by Tony Vidler Regular readers will know that I am a massive fan of using social media and other digital marketing tools and tactics, especially in professional services where we are trying to market our expertise, rather than sell a tangible product.  My reasons are simple: we need to create recognition in our target markets […]
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No Excuses: you need to be using video with email
by Tony Vidler        If you aren’t emailing video’s to clients and prospects yet, why aren’t you?   It seems an odd thing with everyone having smart phones that can take high quality video’s on the spot, and with everyone also drafting and sending perhaps a 100 emails a day, but it is still relatively […]
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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 and […]
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Using LinkedIn To Get Business: When Is It Time To Go To The "Premium" Version?
by Tony Vidler How do you know when it is time – or worth your while – to upgrade from the free version of LinkedIn to the paid version?   The answer is remarkably simple: “Go pro when you are ready to go prospecting”.   Everyone starting out with using Linkedin needs to go through […]
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The Right Way To Present A 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 […]
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Sweat the small stuff: it is what we CAN control!
by Tony Vidler One of the most brilliant strategies I remember ever hearing was the “Broken Windows” concept, which was used in New York as a method of creating safer public transport to begin with, but rapidly gained traction elsewhere.   The concept was a brilliantly simple one: focus resources on the easy wins initially, […]
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You should not “Always Be Closing”
by Tony Vidler        You should always be closing, right?  No matter what else you are doing with prospective customers, and no matter what they think they want, you should always be pushing to close the business and make a sale.   Really?   Does ANYONE want to be the customer in that type of […]
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The Gordian Knot of Getting Referrals
by Tony Vidler        I am going to put it right out there and probably make a few new enemies:   Pretty much all the referral generation techniques and methods you’ve ever been taught and have tried won’t work with the majority of consumers today.   The great Gordian Knot for professional services is unravelling referral […]
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