Sales & Marketing for Professional Services

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5 easy ideas to get a BIG performance difference over the next year
by Tony Vidler        It is amazing how some really simple and relatively small things can freshen up a business offering, and lead to noticeable differences in the results you get.   With the production year well underway the last thing anyone needs is their head full of BIG radical changes – but “tweaks” can […]
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Lead Nurturing: “Me luv you long time” actually pays off
by Tony Vidler        It’s funny how the phrase “me luv you long time” has become iconic while being used as a blatant untruth.  The way it is used in modern pop culture is to highlight precisely the opposite attitude – me no luv you much at all, but me luv your money.  Adopting this […]
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If it’s too expensive then there is a value gap
by Tony Vidler        If there is one objection which continually gets professionals in a tangle it is the client who says “it’s too expensive”.  When a client says “too expensive” YOU you haven’t done your job…there is a gap between the value being delivered and value being perceived by the client.  A value gap […]
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New Ways To Lift The Game With Customers
by Tony Vidler        Have you thought about rolling the dice and asking your customers what they would like you to provide?   In professional services we are often reasonable at surveying our customers for satisfaction and service levels, and asking generic questions about how we can improve in those areas.  More often than not […]
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Social Media: Are you hogging the conversation?
by Tony Vidler        You should post on social media once a week.   No.  You should post 6 times a day!   ummmm….how much is right?   The short answer is “it depends”.   It depends on the platform you are using, and it depends on your target audience and their appetite for content […]
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11 Questions to think about before spending a marketing dollar
by Tony Vidler        When advisers are about marketing they all too often focus on what tactics to pursue.  This approach often results in disappointment as the marketing results fall short of expectations.   The problem is the expectations were not thought about strategically, and the expectations were optimistically vague at best.  Tactics are action-oriented….they […]
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Why torture your clients? Because of compliance?
by Tony Vidler        Compliance has a lot to answer for.   One of the truly negative consequences of evolving best practice advice standards is the trend to torture clients.  Now torture is a rather harsh word, and I am sure that globally there is no particular agenda on the part of regulators or professional advisers […]
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When To Take Online Engagement Offline
by Tony Vidler        A frequently asked question by professionals using digital marketing is “how, and when, do I take the online engagement offline into the real world?”   Let’s assume for the exercise that you have made a new connection on Linked for example.  Often professionals will make new connections and then wonder what […]
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Are you willing to pay the price?
by Tony Vidler        It is always worth drifting and sifting through some classic books during the holidays and one which threw up a core concept which is worth revisiting was The Feldman Method, by Andrew H. Thomson.   Ben Feldman is revered by many as one of the greatest insurance salesman of all time, […]
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Work out where the real money is in your book of business
by Tony Vidler        Let’s talk about one of those elephant in the room things: not all clients are equal for a professional service firm. As human beings they might all be equal, but as clients they are not.   Each client relationship has a commercial value….and a commercial cost.  Each therefore has varying profitability, […]
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