Value Proposition

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How can you value financial advice?
by Tony Vidler        Putting a value upon financial advice is a tough issue for advisers and consumers alike.  There is a pretty basic concept as far as “Value” goes for any consumer purchase though which is not a bad starting point, and it can be put into a formula: “Value = Benefits – Cost“ It […]
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An easy way to work out how to express your value
by Tony Vidler        If you are struggling to express your value proposition for your target market there is a way to figure it out that doesn’t require you agonising over how to come up with a clever marketing message. “Your value” could be expressed as what benefits you can deliver for them.   To […]
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challenge your thinking
Innovation in delivering Financial Advice: Does it have to be this way?
by Tony Vidler        “Innovation” and “delivering financial advice” do not usually go together for the majority in the industry. The way advice is delivered by tens of thousands of professionals tends to gravitate to the same methodology.  There is safety hiding in the herd, right?     Then the  type of advice delivered by tens […]
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Position Advice Properly as Success Coaching
by Tony Vidler        The perennial challenge in selling advice is positioning it as valuable, and we should think about it and describe it the right way: great advice is about coaching. It IS coaching.   Giving advice is all about analysing the desired outcomes for clients, weighing up the possibilities, deciding on the optimal […]
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Demonstrate Value And Prospects Will Choose You
by Tony Vidler        Smart advisers today make sure they are demonstrating their value to prospects.   Having a prospect who is interested enough to hear what you have to offer has always been a necessary step on the path to getting a client, and it obviously remains so today. However, who the prospect decides […]
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If you want people to buy your advice, then dumb it down!
by Tony Vidler        When it comes to getting someone to buy your advice one of the best tips I can give is “dumb it down- but don’t treat them like dummies“.   There is a big difference between “dumbing it down” and treating people like dummies.  The first is about simplifying the message in order […]
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You are a professional? That doesn’t mean I trust you.
by Tony Vidler        You’re a professional. Should I trust you? Nope. As a consumer, a user of professional services myself, I’m tired of hearing from professionals that they should be trusted just because they are labelled professionals.  Let’s face it; many carry the label “professional” only by association anyway. The industry they are in […]
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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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Why we get price resistance
by Tony Vidler        Whether we like it or not there is nearly always price resistance in delivering financial advice, and how we present our service is a large part of that problem.  It doesn’t have to be…we just need to think through the differences between “what we say” and “what they hear”.   I often […]
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Are you offering Advice clients Fast Food or Fine Dining?
by Tony Vidler        Many advisers are unsure about what they offer advice clients – cheap and cheerful advice on the fly, or a superb planning experience.  Both do the job, albeit in different ways.  But offering fast food at silver service prices is a business model that will struggle…and that’s what happens when there […]
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