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Why Prospects See Advisers The Way They Do
by Tony Vidler I once listened to a good friend, who is also a client and a good centre of influence and an advocate, explain what I do to someone else. It provided a shining example of why some prospects see us the way they do. When my client & friend tried to […]
by Tony Vidler Clients don’t always choose you, and often you don’t know that they were comparing advisers until it is too late and the choice has been made. It happens to all of us in our careers. Once that choice has been made there is not much we can do, but when we […]
What are you really “selling” in Professional Services?
by Tony Vidler It is a simple enough question in the headline, but knowing the right answer could make a profound difference to a professional’s business success. So what are you really selling? People in the industry tend to answer by saying “product”….people think they are selling insurance product, or wealth creation products, […]
by Tony Vidler What is the most powerful word in marketing? 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 understanding the fears of prospective customers and then addressing them […]
Professional Credibility & the “Trust Me…I am experienced” line
by Tony Vidler How many times have you heard a professional claiming that a client should trust them and deal with them because they have X number of years experience? Does this “years of experience” thing really translate into professional credibility? Cynical consumers increasingly ask themselves “do you really have 20 years experience, […]
No Value Proposition? Then how will prospects decide who to choose?
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 There are notable differences between high growth professional firms and others when it comes to differentiating themselves. How they choose to express their value and stand out is quite different to the mainstream. Undoubtedly the average or low growth firms inability to express what their difference is in relation to […]
by Tony Vidler Which is the more effective style for a financial adviser to adopt: 1. The Expert OR 2. The Counselor It is a question many struggle with, and the ideal position is actually: “be either depending on what is required” This choice is not really […]
Become more valuable to clients by making it easier
by Tony Vidler One of the key concepts that advisers must grasp is the need to be valued for the advice and coaching they provide, rather than their value being linked to a product solution. A massive opportunity exists for advisers to remove complexity from their clients lives, and in turn, be valued […]
by Tony Vidler Your fingerprint is a unique identifier. Nobody else has the same one as you. There…we have firmly established that every reader is unique. So why do so many professionals struggle to identify their uniqueness and present that to the market? To create truly effective personal marketing in professional […]