Marketing your Professional Opinion
Sales & Marketing for Professional Services & Sales Tips

Marketing your Professional Opinion

July 8, 2013

By Tony Vidler

second opinion service from financial advisorsOne of the best marketing ideas I have come across is the “Second Opinion” service.


The concept is brilliantly simple, and firmly centred upon providing sound professional advice.


You provide a service to the colleagues of your clients that is a professional opinion on the suitability of the portfolio, products or advice that your clients friends and colleagues have received.


This service can be drawn to clients attention via any of your usual correspondence or marketing material, or perhaps with a special introductory card or voucher that can be physically given to clients to pass on to those whom they feel may need it.


It is a complimentary professional courtesy to those who are referred by trusted clients and colleagues only – it is not an offer to the public at large.


When a clients colleagues take up the offer you engage in your usual advice process and procedure, though with clear explanation it extends to the “Statement o Advice” stage.  That is, good discovery, analysis and written professional advice will be delivered.  From that point on the client is able to decide whether their existing advice or portfolio is serving its purpose, or whether changes are needed.  IF changes are needed, then they are free to engage whoever they choose – including your firm.


The beauty of this is that it is a highly perceived value-add for existing clients that absolutely plays to the advisers professional strengths.  It is also very professional and objective in approach, and there is no doubt that professional service is being offered, rather than the adviser seeking a sales opportunity.  The Second Opinion service also reinforces the value of the work done for your existing client, and cements the belief that your own clients have in fact chosen the right adviser to begin with.


The thing to remember however, is that it is a “service”.


You might also be interested in this related article:

A great Adviser is, or should be, a Thought Leader


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