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6 Steps to becoming the “Go To” Adviser
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 […]
Professional Credibility & the “Trust Me…I am experienced” line
by Tony Vidler “Trust me…I’m an experienced professional…” How many times do we hear a professional claiming that a client should trust them and deal with them because they have X number of years experience? Does this “years of experience” thing really translate into professional credibility? Increasingly cynical consumers ask themselves “do you […]
Full Transparency? It pays to keep some secrets from clients
by Tony Vidler In this age of full transparency for professional services there is a tendency for advisers to tell clients everything…but there are just some things you shouldn’t tell them in advance. If you want to give yourself a reasonable chance of creating clients who are a little surprised and delighted with […]
by Tony Vidler One of the toughest areas of practice management is building your team and keeping the team “right for you”. So it is best to begin with an unpalatable truth: It is inevitable that at some point you will get team selections wrong. You will get hiring decisions wrong….and sometimes firing decisions […]
Coaches Get Higher Fees Than Advisers. Do That Then.
by Tony Vidler As more financial advisers move into fee-based work the common question seems to revolve around what fee level is right for them and their clients. High fees are not great, but higher fees are needed to run the advisory firm. So obviously the first thing is working out what fee […]
by Tony Vidler Many professionals believe that the peak of their career, and business prospects, are achieved when they attain “expert” status. Actually, your objective should “be An Authority” – or better yet; “Be The Authority”. In financial services expertise is often defined as having attained one of the rigorous formal and technical […]
by Tony Vidler The elite performance achieved by some financial advisers seems to come down to them being better at positioning themselves professionally than average advisers are. That positioning really pays off too: various surveys suggest that they get up to 2.5 X MORE business from new clients than average advisers. And to […]
by Tony Vidler You need to get clients choosing you over the other adviser or you’re dead in the water, right? Often you don’t even know that they were comparing advisers until it is too late and the choice has been made. That happens to all of us in our careers. Once that choice […]
by Tony Vidler Your fingerprint is a unique identifier. Nobody else has the same one as you. Your uniqueness extends beyond having a separately identifiable set of finger prints though. Yet so many professionals struggle to identify their uniqueness and present that to the market. To create truly effective personal marketing in […]
by Tony Vidler Powerful marketing uses powerful words, and there is no word more powerful in marketing professional advice than this one. It is: “Guarantee“ How can we tap into the power of providing a guarantee in professional services, especially in these increasingly litigious and compliance-focussed times? We can use it by […]