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No Value Proposition? You’re a commodity then.
how to avoid being a commodity as a professional adviser and being chosen on price or convenience comes down to having a strong value proposition. Building a great brand involves more than just a value proposition, but this alone can eliminate those who choose just on price...
by Tony Vidler Knowing and working exclusively in your niche is nirvana for most professionals. Your niche is that absolute sweet spot where what you are fabulous at overlaps with what you love doing, and it is something that other people value and will pay you for. It is not a simple […]
by Tony Vidler Building a successful advisory business requires building a systematic referrals process. Key words there are “systematic” and “process”. In the absence of a strong system referrals will simply be received on an ad hoc basis, drifting in whenever a particular customer is especially motivated to do so, or when an […]
by Tony Vidler You need to get clients choosing you over the other adviser or you’re dead in the water, right? Often you don’t even know that they were comparing advisers until it is too late and the choice has been made. That happens to all of us in our careers. Once that choice […]
by Tony Vidler Every Adviser has a brand, whether they realise it or not. That brand influences prospects to engage you…or not. You may as well manage it to get more positive outcomes then, right? We recognise the power and importance of the personal branding in athletes, celebrities and politicians, and yet, all too […]
by Tony Vidler Your fingerprint is a unique identifier. Nobody else has the same one as you. Your uniqueness extends beyond having a separately identifiable set of finger prints though. Yet so many professionals struggle to identify their uniqueness and present that to the market. To create truly effective personal marketing in […]
by Tony Vidler Powerful marketing uses powerful words, and there is no word more powerful in marketing professional advice than this one. It is: “Guarantee“ How can we tap into the power of providing a guarantee in professional services, especially in these increasingly litigious and compliance-focussed times? We can use it by […]
by Tony Vidler Clients move firms. It is just a fact of life. When they leave us most times we blame someone else…we call it “twisting” or “churning”. The immediate inference is the client only left because somebody else – who is less ethical – took perfectly good business and moved it for no […]
by Tony Vidler Two of the key things that all professionals struggle with is firstly to be relevant, and then remaining relevant. Amongst the most common questions that arise when marketing or client servicing is discussed for professional service firms is: “what do I say or write?“ You know what you know…and […]
by Tony Vidler Some customers you just don’t want, because not all customers are good customers for us. Even some of those who look like they commercially viable customers we just don’t want. There are some who can use our help..want our help…but that doesn’t mean they are good clients for us. Most […]