Sales & Marketing for Professional Services Archives

Marketing Your Expertise Via Webinar

by Tony Vidler Advisers attend plenty of webinars, but very few seem to use a webinar marketing program themselves for marketing to potential clients, and it is a marvellous opportunity (if done well) to really position your expertise. Prospects generally have no issue tuning in to watch broadcasts on any number of areas of interest, […]

25 Words and Phrases that KILL your subject line

by Tony Vidler We all hear about nthe importance of the subject line in a message, and then spend hours carefully constructing messages and marketing campaigns and thinking that we’ve come up with a winning subject line. Often however we make the mistake of including one of the words or phrases in the subject […]

Help Referrers Really Understand Who You Want To Meet

by Tony Vidler One of the reasons referrers don’t give us quite the right quality referral most of the time is that we are often very poor at describing the person we work best with when we are having a referral discussion to begin with. It’s our fault; not theirs for the wrong sort […]

Maybe the client IS the problem

by Tony Vidler What you think is the problem is not always actually the problem. Sometimes the person is the problem. Sometimes, maybe, the client is the problem rather than you. Before talking about clients though allow me to use a non-client example. Picture the scene: a partner in a practice is telling me about […]

Know and Use the Principles Of Influence Deliberately

by Tony Vidler One of the most important pieces of work for professional advisers in the last 3 decades would have to be Robert Cialdini’s Principles Of Influence. Essentially he has distilled the lessons of human behaviour into a relatively small group of principles which most humans are influenced by. There are exceptions of […]

Target Market: You actually need 3 of them…

by Tony Vidler Whenever we talk about target marketing and chasing an ideal client it seems to be assumed that there is just one “right client profile”. Not true. There are usually 3 target market client profiles that I recommend, as we have a commercial requirement to balance up the odds of getting the […]

How could you make your “Advice” become tangible?

by Tony Vidler Sensory sells…having an intangible become tangible absolutely helps people buy. And when it comes to buying “the tangible”, presentation is everything isn’t it? The most ordinary things become something special when beautifully wrapped and presented. The wrapping and presentation creates intrigue and interest and heightens the anticipation and pleasure…. Is it possible […]

Clients need to be reasonable and meet expectations too

by Tony Vidler It is not unreasonable to have reasonable expectations, is it? Whenever we enter into an agreement with somebody else to work together on anything it is fair to say that we both have expectations about how the arrangement is going to work. That applies whether the arrangement is moving into a […]

Building Your Reputation: Talk About The Elephants In The Room

by Tony Vidler When Accountants struggle to be highly trusted then financial advisers are going to have a real battle doing so. If the Accountants only get rated as “Highly trusted” in professional ethics and honesty by less than half the population then what chance that an Insurance Broker will rank higher in the […]

How Often Should We Contact Clients?

by Tony Vidler “How much is too much contact?” “How often is too often?” What is the right volume to contact clients? Much of the standard industry thinking around these questions is in fact quite dated I believe. For example, go back not that many years and good marketers providing a lot of […]

Sales & Marketing for Professional Services

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