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Helping Consumers Compare Solutions Will Lead Them To You
by Tony Vidler        Todays consumers will compare before deciding who to use or what to buy, so help them do that.  If you help consumers compare solutions well, it will lead them to choose you as their trusted source of advice. The typical buying behaviour for discerning consumers today includes “research & learn” as they […]
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Do you have to be unique professionally to have a strong USP?
by Tony Vidler         No. YOU do NOT have to be unique professionally to have a strong USP or differentiator.  People mistakenly believe that they have to find their “uniqueness” in order to be able to articulate their value to the market with a unique selling proposition.  But your professional uniqueness doesn’t really matter in […]
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How are you planning to differentiate and stand out?
by Tony Vidler        You have to differentiate to stand out and attract business…but where do you do that. How do you do that? Well, it begins by thinking strategically about where you want to do it. I remembering reading way back in one of the academic tomes on marketing that there were 5 attributes […]
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Nobody Believes Your Advice Is Actually Impartial AND Free
by Tony Vidler        The problem with “FREE” is nobody believes that whatever you are offering is actually free.  It might seem free in terms of there being no invoice or obvious price tag, but that doesn’t mean it is “free” does it? Consumers today are alert, have a world of information in their pocket […]
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How To Get Buy-In From Clients To Full Advice
by Tony Vidler        Clients often want advisers to deal with just one element of financial planning…their current “burning issue” that triggered the need for advice to begin with.  Getting them to engage in full advice can be tough and they need to understand what you CAN do for them, and where your knowledge and skills […]
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You Can Become A Trusted Brand Before Clients Even Meet You
by Tony Vidler        For any individual adviser to become “a trusted brand” in your target markets mind has to be their main marketing goal.  The importance of great engagement with prospective customers cannot be over-emphasised here…it is THE fundamental shift in effective marketing techniques over the last decade because it is the solution to the […]
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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 worse, […]
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You fix financial worries…so why not market that?
by Tony Vidler        It seems pretty much everyone has financial worries. “Investors spend 475 hours a year worrying about money” apparently.  Well I bet the people who don’t have enough to be considered “investors” spend a heck of a lot more time than that worrying about money….but still, this is about 20 days each […]
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How To Balance Satisfied Clients With Profitability
by Tony Vidler        What impact on practice profitability does this have: “Despite ongoing efforts to improve service, positive customer experience levels decreased significantly across the world” This was from a report released a little while ago on the performance of the insurance sector globally, and it highlights a real dilemma for practitioners. Can we […]
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Professional Triage: Targeting The Immediate Need
by Tony Vidler        A huge mistake many advisers make is trying to deliver comprehensive advice to a client concerned only with an immediate need.  We need to recognize when triage is required, as opposed to when ongoing nursing is needed. The immediate need is the more often the trigger for an advice client to coluntarily […]
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