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Answer the only question that matters and prospects will give you what you want
by Tony Vidler The only question that matters to prospects is “W.I.I.F.M?” The big “what’s in it for me?” question is the only question that matters when we are dealing with a prospective customer…someone who WE want to talk more to, but who doesn’t yet want to talk to us. So what is […]
Sharing your content: how much leg should you show?
by Tony Vidler When it comes to content sharing, how much is too much? Or not enough? To use the old and incredibly politically incorrect line: “how much leg should a lady show?” General disclaimer to begin with: I m not inviting allegations of sexism and general trashing of whatever reputation I have […]
by Tony Vidler It may seem an obvious question; but do you know what “value” IS to your prospective clients? Value can be determined by any individual in any number of ways of course, and what is valuable to one person is not necessarily so to another. Or what is valuable at one […]
by Tony Vidler Value Proposition. It is the value that you propose to deliver to a potential customer. What it is not is anything other than the value you propose to deliver to them. Seems simple enough, doesn’t it? Apparently it isn’t though. Pretty much every professional you talk to […]
by Tony Vidler Creating a compelling Value Proposition is difficult, but if it is achieved it becomes central to a professional’s marketing. The Value Proposition is in effect your promise to your target market: “This is what I will do for you” is what it says in simple terms. The problem that […]
by Tony Vidler Do you really know what your clients want? A classic mistake that professionals tend to repeat is assuming that their clients all want the same thing, which coincidentally is the very thing that the professional specialises in. There are usually 2 things wrong with this assumption: clients are not all […]
The Value Of The Financial Planner: Fixing finances, the future, and feelings
by Tony Vidler Many question the value of the financial planner, and there has been plenty of research in recent years to attempt to quantify that value. Quantifying value of advice is a recipe for debate, as the actual difference in net worth or security which can be attributed to the work of the […]
by Tony Vidler Putting a value upon financial advice is a tough issue for advisers and consumers alike. There is a pretty basic concept as far as “Value” goes for any consumer purchase though which is not a bad starting point, and it can be put into a formula: “Value = Benefits – Cost“ It […]
Innovation in delivering Financial Advice: Does it have to be this way?
by Tony Vidler “Innovation” and “delivering financial advice” do not usually go together for the majority in the industry. The way advice is delivered by tens of thousands of professionals tends to gravitate to the same methodology. There is safety hiding in the herd, right? Then the type of advice delivered by tens […]
by Tony Vidler The perennial challenge in selling advice is positioning it as valuable, and we should think about it and describe it the right way: great advice is about coaching. It IS coaching. Giving advice is all about analysing the desired outcomes for clients, weighing up the possibilities, deciding on the optimal […]