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You got the prospects attention…now what?
by Tony Vidler Advisers do not have a prospecting problem in todays world. They have an “attention-keeping problem”. Prospects have never been easier to find or reach out to, and getting their attention is not so hard – but keeping their attention most certainly is. It is probably the most critical step in developing a […]
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 Advisers: Good advice process is not enough. Being technically competent is not enough. You have to get selling. I know that “Sell” is seen as a bit of a diry word these days, but we cannot back away from it. You have to sell if you are going to be effective at […]
by Tony Vidler Professional and selling are apparently 2 words which according to many just don’t go together these days…except they really do. I’ll go further in fact and say that professionals MUST be selling, but, selling must be professional. While there is an absolute requirement to place the clients interests above all […]
An easy way to get noticed in a busy world by Prospects
by Tony Vidler You often have to do something different to cut through the market noise and get noticed. In the digital age it can be remarkably effective to go low-tech, and re-visit some of the old ways. There is little doubt that very few people invest the time in creating and delivering […]
by Tony Vidler The elite performing financial advisers are substantially better at positioning themselves professionally than average advisers are. That positioning really pays off too: surveys suggest that they get 2.5 X MORE business from new clients than average advisers. And to really highlight the performance difference they are getting vastly higher business levels […]
The Professional’s Branding Challenge: how to look different while blending in (& why it matters)
by Tony Vidler When it comes to creating a personal brand as a professional, the irony is we have to look different – while blending in and looking the same. One cannot afford to look any less professional than your peers or competitors. So to a large degree degree there is a market […]
by Tony Vidler One of the most popular articles I have written was a short piece on the necessity for reducing Statements of Advice in size. It seems the message to reduce the complexity – to stop producing documents for a courtroom rather than a client – hit a collective nerve. In […]
Give clients the Red Carpet. (But only a small one!)
by Tony Vidler What is more effective: running a client seminar with 100 guests, or running 5 client events of only a dozen or so at a time? Research suggests that the best financial advisers tend to run smaller and more intimate client appreciation events, and do them regularly. The best advisers […]
by Tony Vidler Every lead is gold, and ideally every lead would result in conversion to a client. The conversion rate really is often the difference between getting a good return on your prospecting and marketing efforts, or perhaps getting no return at all. The short cut to better conversion is often a […]