Sales & Marketing for Professional Services

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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 […]
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Paying COI’s: Perhaps prepare for the harvest before you prepare for the feast
by Tony Vidler        Is it appropriate to be paying COI’s a share of your success from their influences?   Or, to put it bluntly, nother way, should you share remuneration or the spoils of the sale with referrers?   Personally, I think not.  However, it is actually just a little more complicated than that […]
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Uncomfortable with Referrals? No problem…there is another way…
by Tony Vidler        Being a firm believer that Word-Of-Mouth marketing is THE most effective form there is, I do bang on about being referable and engaging with the target market…but… REALITY CHECK: Some people just never feel comfortable giving referrals.   In fact there IS a good chance that you will jeopardise your existing […]
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Building Your Reputation: Talk About The Elephants In The Room
by Tony Vidler        When Accountants struggle to create a universally good reputation for their industry then we are going to have a real battle doing so.  If they only get rated as “High” or “Very High” in professional ethics and honesty by half the population then what chance that an Insurance Broker will rank […]
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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 […]
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Why Good Content Matters (and what it looks like)
by Tony Vidler        Pretty much every time I get into a discussion with professionals about building up their business they begin by thinking that the answer is “get more prospects“.  There is no doubt that getting more prospective customers helps build a business of course, but what builds a business faster and less stressfully […]
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How Often Should We Try To Engage With Clients?
by Tony Vidler        “How much is too much contact?”   “How often is too often?” Having bought into the need to engage with prospects and clients until they are ready to move ahead the next burning question from advisers centres upon what level of contact with customers is the “right amount”.   Much of […]
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You really do have to sell more to clients…REALLY.
by Tony Vidler        This should be a self-evident truth that requires no explanation, but apparently it isn’t: Your clients will stay with you longer and be more valuable to you if you cross-sell multiple products and services to them.   Yes, yes…I know…there is that word “sell” and it doesn’t always sit well with […]
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Target Market: You 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 […]
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Referrals: You are probably letting hundreds go each year
by Tony Vidler        Why so many professionals struggle to get referral business consistently generally comes down to 2 things:   1.  They don’t position for them 2. They aren’t prepared in advance   Something like one-third to a half of the people we engage with might be prepared to provide referrals – IF we […]
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