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"Be Someone" if you want to stand out and succeed.
by Tony Vidler A professional service business built around a product is not a good service business. A professional service business should be built around either the “service” part, or the “professional” part. Or perhaps both. Many of todays professionals seem to still not get it though, and think marketing is about […]
by Tony Vidler “The modern sales professional doubles as an information concierge – providing the right information to the right person at the right time in the right channel. Socially surround your buyers and their “sphere of influence”…” Jill Rowley; Oracle. The phrase “information concierge” captures the essential strategy for professional positioning […]
Are you sure your clients know what else you COULD do for them?
by Tony Vidler All too often advisers are disappointed to find that a client has done business elsewhere…that their “main” adviser could have done for them! The reason is usually a very simple one: the clients do not know everything we could do for them. Or perhaps they did know, but forgot. Or […]
Being A Thought Leader Does Not Mean “Being First”
by Tony Vidler Creating a position as a thought leader is superb marketing for professionals, and all too often they confuse “being a thought leader” with simply “being there”. The rush to be “first” to express an opinion or provide insight often produces disappointing results for the audience and the would-be-thought-leader. The urgency […]
The 1 Big Mistake Professionals Make When Trying To Position As An Expert
by Tony Vidler One of the greatest ways to attract the type of business you prefer is “Expert Positioning”, and most professionals could do it if they really wanted to. The reality is that most professionals are experts, and their knowledge should be highly valued… But very few actually work to position themselves […]
by Tony Vidler Advisers attend plenty of webinars, but very few seem to use a webinar marketing program themselves for marketing to potential clients, and it is a marvellous opportunity (if done well) to really position your expertise. Prospects generally have no issue tuning in to watch broadcasts on any number of areas of […]
by Tony Vidler Many general practitioners would like to be seen and accepted as a recognised expert in a particular area, and for many of them this is a genuine opportunity. The competency, depth of knowledge or mastery of subject, and professionalism are all there more often than not. They are already actually experts […]
Marketing Your Firm, and Marketing You are 2 different things
by Tony Vidler Understanding that marketing your firm and marketing your personal brand are 2 separate things is something that most professionals seem to overlook, or perhaps not understand. For most of us there are at least 2 brands at play in the market (if not more), being the corporate brand of the […]
by Tony Vidler We all want to be at the point where the ideal prospects just ring in – preferably continuously. So many incoming calls from ideal prospects in fact that we have to put our fees up just to control the demand. Nirvana! Oftentimes we see senior professionals where that is […]
by Tony Vidler The perennial challenge in selling advice is positioning it as valuable, and we should think and talk of it as it really is: coaching. Giving advice is all about analysing the desired outcomes for clients, weighing up the possibilities, deciding on the optimal way forward and then managing the behavioural […]