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pre-approach-sales-letters
Are sales letters useful?
by Tony Vidler        A traditional marketing practice for financial advisers has been sending “pre-approach” sales letters to prospective clients.  It seems that very few still do it, and yet I wonder if they are worthwhile in todays world?  There is no doubt that most prospective customers are not exactly waiting around hoping a piece […]
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Professional Positioning Powers Elite Performance
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 […]
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clients-you-don't-want
Some customers you don’t want
by Tony Vidler        Some customers you just don’t want, because not all customers are good customers for us.  Even some of those who look like they commercially viable customers we just don’t want.    There are some who can use our help..want our help…but that doesn’t mean they are good clients for us.  Most […]
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How To Get Paid For Each Piece Of Advice You Give
by Tony Vidler        Here’s a simple strategy for getting paid fairly for the advice you give….and I mean getting paid for ALL the advice you give…every step of the way.   There are broadly three possible parts to any client work: 1.  Planning 2.  Implementing, or “putting in place” any planning recommendations 3.  Ongoing […]
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Fix the prospecting problem forever
by Tony Vidler        You can fix all prospecting problems forever if you generate enough referrals.  It is that simple.  Get this right, and prospecting problems are non-existent, as the number one source of professional prospecting is going to be “word of mouth” for some time to come.   The theory on getting more refrrals […]
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Understanding why people buy…anything.
by Tony Vidler        When it comes to advising clients to change course or do something new we should remember the reasons why people buy anything, including “advice”.  If we want our advice to be effective (and lead the client to do something better than they are currently doing) then it is best to make […]
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A 15 Step Plan For Creating Constant Referrals
by Tony Vidler          The best way to generate constant referrals is by having “centers of influence” delivering qualified and interested prospects to you regularly. To do this successfully – especially with a number of COI’s – there 15 steps you have to work through.   It is a simple idea, and like so […]
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growing-a-practice
Does “Growing” Really Mean “More Clients”?
by Tony Vidler        Just about every adviser says they want to be growing their business and need more clients….and they also want fresh ideas; the business satisfaction of solving new problems for new people; they want to do something NEW.   So they say they want more clients plus more interesting work plus more […]
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A Value Proposition is simply about the value for THEM
by Tony Vidler        Financial advisers generally struggle to create a value proposition that accurately expresses how they work differently, or what makes them special compared to others.   It isn’t that they don’t have points of difference, or that they struggle to put ideas into words…generally they are very good at both. Each adviser has […]
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marketing-what-you-do
Are You “Marketing” The Right Message?
by Tony Vidler        Do you know what business you are in? Are you clear on what you achieve for customers?   Does your marketing message reinforce 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 […]
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