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Client Contact Frequency: does it really matter?
by Tony Vidler The question of whether client contact frequency makes a discernible difference to the strength of the adviser-client relationship, or enhances the perceived value of the adviser to the client, is one which still perplexes the industry. Professional opinions from marketers and consultants, and amongst advisers themselves, vary enormously on the […]
by Tony Vidler “Two Ears but only one mouth”…blah blah blah…sales training 101, right? We know how important it is to “listen” to clients, and we know the danger of losing touch with what they want and what they are thinking. Every single professional has lost good clients at some point simply because […]
by Tony Vidler There is very little in financial services which is quick and easy for consumers really…every decision, every solution, every recommendation seems to be a major journey for them. At least that is what consumers think and say. Those inside the industry think otherwise. But of course we would. The […]
Why you should think of Prospects as “an Audience”
by Tony Vidler With the shift to content marketing fuelled by consumer’s online searching, it is essential tor understand who your audience is. More importantly though, it is important to continually think of your future clientele as an audience until such time as they choose to do business with you. “Audience” might seem […]
by Tony Vidler Lead Generation is the goal of content (or engagement) marketing. The effort and time invested in producing, sourcing and delivering content to an audience of potential future clients has a single purpose, and that is to move them closer to wanting to do business with you. The question which […]
by Tony Vidler The mantra of “customer is king” is rubbish. And I keep hearing it from professionals as if it were a commandment which, if breached, will send you straight to hell. A King or Queen supposedly has absolute control. While we know that may not be constitutionally correct in most countries […]
by Tony Vidler It is logical to do a bit of client segmentation so that you can figure out what levels of service can be offered to which clients profitably. The funny thing is that most of the time it is the “profitably” part that gets lost in the client categorisation process…. While […]
An easy way to create good content when you don’t feel creative
by Tony Vidler Building an engaged audience of future prospects requires us to create content in todays environment. We need to feed the search engine machines, and we need to continually deliver content which educates or empowers those with whom we wish to do business. For many professionals the “creativity process” is daunting. […]
by Tony Vidler It is difficult to work out how much of your expertise you should give away for free isn’t it? Most professionals give away free hours as part of their marketing to try and engage new clients, and in some professions even give away entire services which have become commoditized, such […]
Big Ticks: Best Stories For Professional Advisers This Week
by Tony Vidler Information, ideas, tips…the articles for professional advisers which I spotted this week that generate fresh thinking or a deeper understanding of issues are provided here as a quick readers digest for professionals who are looking ahead. These are the highlights from the week that you should stop and read, as they […]