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How to build a COI referral system
by Tony Vidler If you want to get a regular, repeatable, stream of well qualified prospects for your business then nothing beats having a Centre of Influence (COI) driving the right types of ideal clients to you. A good COI will be an advocate for you and your business, and be proactively recommending […]
by Tony Vidler The best way to generate constant referrals is by having “centers of influence” delivering qualified and interested prospects to you regularly. To do this successfully – especially with a number of COI’s – there 15 steps you have to work through. It is a simple idea, and like so […]
Begin Within: The FIRST Place To Market Your Practice
by Tony Vidler The first place you should market your practice and your own expertise is inside your own practice. Begin Within. It is where you will have the most receptive environment for refining and crafting your value proposition and marketing messages, where you can “field test” campaigns and promotional ideas, and most importantly, […]
Appealing To An Influencers Self Interest For Common Good
by Tony Vidler Advisers should not overlook the potential to generate more interest with influencers in referring clients by appealing to their self interest. I am talking about their self-interest in the context of helping them keep their clients in business – not from the perspective of tryin g to simply make more […]
How much TIME do super-successful advisers spend on marketing?
by Tony Vidler How much an adviser should spend on marketing is a perennial question with an expectation that there is a definitive $ or % answer. There isn’t. So the better question is how much time should an adviser spend on marketing. We know that time is money. We know that […]
by Tony Vidler For referral alliances to be sustainable both parties must feel that the alliance is equitable. If one party keeps getting more out of it than the other, is that alliance likely to last long term? One party at some point is going to feel that the relationship is rather one-sided […]
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 – […]
What The Kardashian’s Can Teach Us About Reputation Marketing
by Tony Vidler For many successful advisers their reputation is the critical marketing success factor in their careers. And who has done reputation marketing – or “famous just for being famous” – better than the Kardashians? Reputation in professional services often drives more recommendations or referrals that lead to new business than practitioners […]
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 […]
Peer-To-Peer Marketing: it’s just one Business Owner to another
by Tony Vidler Research keeps telling us that peer-to-peer marketing, or old fashioned word-of-mouth advertising and recommendations, is still the most effective form of marketing there is. Virtually no discriminating consumer today trusts advertising – and virtually all consumers who are prospective professional services clients are discriminating in that they are increasingly selective, wary […]