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Do you know what your clients want? Really?
by Tony Vidler Do you really know what your clients want? A classic mistake that professionals tend to repeat is assuming that their clients all want the same thing, which coincidentally is the very thing that the professional specialises in. There are usually 2 things wrong with this assumption: clients are not all […]
by Tony Vidler “Only 2% of consumers would go to a financial planner to take out life or other personal insurance” “Only 9% of consumers would go to a financial planner for retirement planning” “12% of consumers would seek investment advice from a financial planner” Wow. What on earth do consumers think financial planners […]
You are a professional? So what? That doesn’t mean I trust you.
by Tony Vidler 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. Recently, and for only about the zillionth time, I asked “the question” that I always ask professionals, and got “the answer” that I pretty much […]
Demonstrate Your Value And Prospects Will Choose You
by Tony Vidler Smart professional service firms 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 […]
If you want prospects to "buy you", then dumb it down!
by Tony Vidler One of the best tips I can give anyone in professional services is “dumb it down- but don’t treat people like dummies“. There is a big difference between “dumbing it down” and treating people like dummies too. The first is about simplifying the message in order to be effective, whereas the second […]
What are you offering clients: Fast Food, or Fine Dining?
by Tony Vidler In the absence of a clear and compelling value proposition for a customer, planners will often struggle to obtain buy-in from prospective new clients. We name what seems to be an expensive fee, and in return we try to convince them of how magical – or predictable – our process is, and […]
by Tony Vidler Whether we like it or not there is 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 hear planners […]
by Tony Vidler People mistakenly believe that they have to find their “uniqueness” in order to be able to articulate their value to the market. Actually, your uniqueness doesn’t really matter. You are one of 7 billion unique people on the planet, and the mere fact that you are unique means nothing to […]
Financial Advisers Problem? Offering To Do Too Much
by Tony Vidler Despite a couple of decades of positioning, developing and improving technical knowledge and qualifications, many financial professionals are struggling to get enough clients to engage in holistic planning. We need to take a leaf out of the accountant and lawyers playbook: Don’t try to deal with everything now; just deal with […]
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. All you need to do is work out a list of what things you […]