Sales & Marketing for Professional Services

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Want to Cross-Sell? Then put a bit of planning into it…
by Tony Vidler        We all know that cross-selling services and products to clients is critical to maximising the value of the client relationship as well as ensuring you are delivering full value to your clients.   So why is it so often neglected?   In part cross-selling is skipped because so many professional advisers […]
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Creating Content That Engages Prospects
by Tony Vidler        It takes a lot of thought and effort to create content that engages your target audience, and nothing is more frustrating than creating something which you think is marvellous (if not perfect!) only to find that it goes nowhere because nobody knows about it, and nobody shares it around.   It doesn’t […]
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How to get more eyeballs on your Call-To-Action
by Tony Vidler        Getting prospective customers to move from content engagement to your call-to-action is a critical step in improving qualified leads, and conversions of them to clients.  One of the things I love about technology today is that there are always new applications helping you to improve your sales and marketing efforts in this […]
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The Continuous Cycle That Is Social Media Marketing
by Tony Vidler         Marketing via social media is a bit like riding a bike: you have to keep pedalling that cycle or the lack of momentum will make it fall over. Many professionals beginning with social media as part of their marketing mix fail to recognise that continual movement is a critical part of making […]
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pitching the message
Pitching Your Marketing To The Target Client’s Buying Journey
by Tony Vidler        Every practice needs to be pitching their marketing efforts at the ideal point in the target market’s buying process, because no practice has enough money and time to cover every possibility. Today’s consumers go through a process of engaging with professionals which is a little different to the consumers of 20 years […]
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Eliminate tyre kickers, and value your expertise
by Tony Vidler        Being properly valued for your expertise and eliminating the time-wasting tyre-kickers is an ongoing problem for most financial advisers.  That is even more true for those making the transition from purely commission-based remuneration to generating fee-paying work where they are charging for that time or expertise. Managing the remuneration transition whilst also […]
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Client Functions: An Ideal Way To Engage Prospects AND Also Make Top Clients Happy
by Tony Vidler        An incredibly effective method of marketing for professionals is running client events, however the challenge is getting a decent return on the investment of time  and money.   Big events where dozens of clients can be entertained have their merits (especially when it comes to educating or transferring knowledge) but rarely do […]
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Advisers need to get selling
by Tony Vidler   Advisers: Good advice process is not enough. Being technically competent is not enough. You have to get selling. I know that “Sell” is seen as a bit of a diry word these days, but we cannot back away from it. You have to sell if you are going to be effective at […]
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prospecting fishing analogy
Prospecting tip: “Fish at your feet first”
by Tony Vidler A fisherman friend gave me a great prospecting reminder: fish at your feet first. His point was a simple one: why spend a lot of effort casting, and risking throwing your bait, and then having to reel in loads of line until you’ve caught the ones right next to you? Isn’t that […]
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Give Publicity To Get Some Good Publicity
by Tony Vidler        An excellent way to get some positive publicity and generate more “word of mouth” advertising for your business is to give some good publicity to other businesses.   That may sound a little strange…counter-intuitive even…but the priniciple of reciprocity is a powerful thing.   Pretty much everyone in professional services has clients […]
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