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referral-effort
12 Steps to Creating Constant Referrals
by Tony Vidler        The best way to generate constant referrals is by having “centers of influence” delivering qualified and interested prospects to you regularly.   It is a simple idea, and like so many other things which appear simple it requires thought, planning, and excellent execution to deliver the desired results.   A center-of-influence […]
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equitable-business-alliances
Creating Equitable COI Referral Alliances
by Tony Vidler        If one forms a business alliance and one party gets more out of it than the other, is that alliance likely to last long term?   Of course not.  It is not equitable.   One party at some point is going to feel that the relationship is rather one-sided and and […]
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marketing-internally
Begin Within: The FIRST Place To Market Your Firm
by Tony Vidler        The first place for any professional to market their firm and their own expertise is inside their own practice.   Begin Within.  It is where you will have the most receptive environment for refining your value proposition, and where you can “field tests” campaign and promotional ideas, and most importantly, it […]
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self-interest-of-centre-of-influence
Appealing to an Influencers Self Interest (but for good!)
by Tony Vidler        An effective method of generating interest with influencers in referring some of their clients to you is appealing to their self interest.   It sounds terribly crass when it is said out aloud like that of course, but let’s cut to the chase. Every professional out there makes a living from […]
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adviser-marketing-time
How much TIME do super-successful advisers spend marketing?
by Tony Vidler        We know that time is money.  We know that marketing costs money.  But the most successful advisers know that effective marketing costs more time than money. One of the most successful advisers I know says that he spends his work time thus: 20% in client facing meetings 10% running his business 70% […]
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multiple-COI's
How to work with multiple COI’s in the same sector
by Tony Vidler        Is it possible to work successfully with multiple COI’s (centre’s of influence) from the same sector?  Many professionals would say “no”…or they do to me anyway.  The feeling is that if the COI’s are competitors then one has to choose just one to work with.   That is partially true – […]
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building-centres-of-influence
Are You PLANNING To Build Influencers?
by Tony Vidler        For an industry focused on planning, advisers have a tendency to forget planning how they will build their influencers.   I know that sounds like a heck of a generalisation, however it is one founded upon my own experience with advisers. Developing a centre-of-influence is often approached enthusiastically and with all […]
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marketing your reputation
The Kardashian’s Can Teach Us Reputation Marketing
by Tony Vidler        For many successful advisers their reputation is the critical marketing success factor in their careers.  And who does “famous for simply being famous” better than the Kardashians?   Reputation in professional services often drives more recommendations or referrals that lead to new business than practitioners generate from individual client referrals.  Entire […]
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referreals not converting
Referrals Not Converting? This may be why…
by Tony Vidler        Too many referrals today are not converting into clients for too many professionals – and all too often the professionals are puzzled about why that is.   Basically it comes down to us not looking good enough on line.  Todays referrals often do a quick search before deciding whether to meet […]
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important or urgent
…so, WHICH urgent AND important person comes first?
by Tony Vidler        The classic urgent AND important dilemma: your best client is on the phone talking to you.  An incoming call from your top Centre-of-Influence comes in while talking to your best client.   Do you “end and accept” – hanging up on your best client?  Do you ignore your COI? Are you […]
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