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How to use the business you DON’T want to do to get the business you DO want
by Tony Vidler We all want to get more business, but we want to get the right sort of business for ourselves or our firm naturally. Once you have figured out what sort of business it is you do want to get you have (by default) figured out the areas of advice that […]
by Tony Vidler The potential Centre-Of-Influence that you want to network with is the gatekeeper to the clients you want to work with, and there are generally 4 things that stand in the way of them agreeing to let you in. It makes sense to address those 4 things right at the outset and […]
by Tony Vidler The concept of niche marketing causes a lot of confusion, so I thought I’d add to the confusion by adding in “nest marketing” at the same time as challenging the view that professionals should find “A” niche. The easiest way for me to explain the difference between niche marketing and […]
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 […]
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 […]
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 […]
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 – […]
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 […]
by Tony Vidler We know intuitively that when we socialise with key clients it builds trust and ultimately leads to more business. More conversations create more opportunities, right? What we don’t know though is how much more business it leads to…so we often wonder how much more we should socialise with key clients, […]
by Tony Vidler Getting more referrals from existing clients and relationships is often a challenge, but one which can be overcome with a little more thought. Being thoughtful about expressing gratitude extends beyond “what is an appropriate gift”. Being thoughtful about how you deliver a gift and how you express the thanks […]