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Pitching Your Marketing To The Target Client’s Buying Journey
by Tony Vidler Every practice needs to be pitching their marketing efforts at the ideal point in the target market’s buying process, because no practice has enough money and time to cover every possibility. Today’s consumers go through a process of engaging with professionals which is a little different to the consumers of 20 years […]
by Tony Vidler Do you know what business you are in? Are you marketing that? Are you marketing what it is you actually DO, rather than what you know or who you are…or worse: you are marketing some other businesses products and brand? Many professionals focus their marketing message on the […]
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 […]
by Tony Vidler Creating and keeping happy clients IS essential for the success of a professional practice. There is no question about that. But is it enough to help a practice grow at a greater than industry average pace? I don’t believe so. Being a great practitioner and running an efficient & […]
Answer the only question that matters and prospects will do what you want
by Tony Vidler The W.I.I.F.M. – The big “what’s in it for me?” question is the only question that matters to a prospect isn’t it? Strip away all the behavioural psychology and best practice advice process…forget sales technique and cunning tactics to trick people into opening their wallets. Just answer this question at […]
by Tony Vidler Getting recommendations is a bit different to getting referrals – if referrals are “the gold medal”, then recommendations are the “silver”. Not the ultimate, but well worth having. There are many things you can do to become somebody that others recommend, and in fact there are many things you should […]
Getting the right style and structure in a telephone track
By Tony Vidler CFP CLU ChFC Being able to build an effective telephone track is a core skill for any adviser, and yet, so few seem to understand how to build one. It is perhaps one of those “lost sales skills” from the last decade or so, where new entrants into the advice industry have […]
by Tony Vidler Sad but true apparently: The average Goldfish has a greater attention span than the average human reader. That presents a bit of a challenge when it comes to us getting their attention, and then holding it long enough to make our point and get them interested in engaging with […]