Sales & Marketing for Professional Services

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Professional Triage: Targeting The Immediate Need
by Tony Vidler        A huge mistake many advisers make is trying to deliver comprehensive advice to a client concerned only with an immediate need.  We need to recognize when triage is required, as opposed to when ongoing nursing is needed. The immediate need is the more often the trigger for an advice client to coluntarily […]
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There is a need for speed with lead conversion…
by Tony Vidler        Speed kills…except in sales….there IS a need for speed with lead conversion.  By calling a lead personally within 5 minutes of receiving a lead you can increase your chances of getting them as a customer by 100 times for example. Unbelievable, right? Research shows it to be absolutely true.  Perhaps Maverick said […]
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What is “Good Content” For Advisers To Use?
by Tony Vidler        Nearly every advisory firm says “we need more prospects“.  sure, more prospects helps build a business but what builds a business faster is good prospects who are a right fit, and who don’t really consider going anywhere else when the time is right for them to use an adviser.  And frankly […]
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The most relevant content for clients and prospects? THEIR questions…
by Tony Vidler        The constant puzzle for many looking to be more effective in engaging their clients is finding relevant content, or information to share.  One of the constantly overlooked areas of HIGHLY relevant content is the actual questions that clients ask… There are several ways of sourcing client questions of course, from the informal […]
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The “services” bit in your service business just might be the best ROI
by Tony Vidler        The standout burning issue for most professional services firms remains attracting and developing new business, and advisers have a lot of distractions.  The thing that is often compromised is existing client service as advisers deal with all the change and try to remain commercially viable. Yet, the most valuable investment for […]
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Not All Customers Are Good Advice Clients
by Tony Vidler        “All customers are good advice clients”…or are they? Robo-advisers, direct marketing, 24/7 online transaction facilities, product kiosks and over the counter solutions to shoppers at supermarkets…these are all “financial advice” choices for consumers today.  (for “Financial Advice” read “anything associated with a financial services product or service which may or may […]
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Try giving clients the Red Carpet treatment
by Tony Vidler        What is more effective: running a client seminar with 100 guests, or running 5 “red carpet” client events of only a dozen or so at a time? Research suggests that the best financial advisers tend to run smaller and more intimate client appreciation events, and do them regularly. The best advisers […]
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The 6 Necessities of Modern Marketing for Financial Advisers
by Tony Vidler        I have no doubt that many financial advisers are struggling to understand what happened to their previously successful marketing methods.  Marketing for financial advisers was for years –  decades perhaps –  a simple matter of making a lot of calls and keeping a constant source of prospective future clients coming through […]
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The most preferred, and most effective, client communication tool?
by Tony Vidler        Engaging with clients and prospects is critical to getting the right business from the right people, and there is a surefire client communication winner (still): The humble electronic newsletter. Let’s begin by thinking about what you are trying to achieve with any client engagement method and you will probably come up […]
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3 Must Haves For Effective Marketing Copy
by Tony Vidler        For marketing copy to be truly effective it must have  “readability”. If something is easy to read and comprehend quickly then it will be effective – assuming the actual message wasn’t rubbish to begin with. If you have a good offer, or story, or service and can word that well then […]
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