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Fix the prospecting problem forever
by Tony Vidler The single marketing topic that advisers WANT to know how to absolutely nail it is how to get more referrals. Get this right, and prospecting problems are fixed forever. The theory really isn’t all that hard. Applying it might be, but understanding it isn’t. Pretty much everyone involved in […]
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 […]
by Tony Vidler The best way to generate constant referrals is by having “centers of influence” delivering qualified and interested prospects to you regularly. It is a simple idea, and like so many other things which appear simple it requires thought, planning, and excellent execution to deliver the desired results. A center-of-influence […]
by Tony Vidler Just about every professional says they want to be growing their business….they want fresh ideas; the business satisfaction of solving new problems for new people; they want to do something NEW. When you ask whether they want new business or whether they want new clients, there is usually a delicate […]
Your FREE service is a barrier to getting the right business
by Tony Vidler Most professionals at some point offer complimentary initial meetings or consultations with clients as a “free service”. It simply isn’t true, and that in itself prevents the right sort of clients coming your way. The fundamental reason why this just doesn’t cut it with consumers is because they don’t believe it. […]
Should Advisers Be Selling Coffee Instead Of Client Service?
by Tony Vidler Do you remember when petrol stations competed on client service? Fundamentally they were all selling the same basic commodity, at about the same price, to anyone who drove up. That included the regulars who lived in the area and who had high lifetime value and the out-of-towners cruising through who just […]
Innovation, not originality, is the key to better business.
by Tony Vidler Everyone wants to grow their business, and everyone is looking for new ideas to do it. Everyone wants the magical original idea that nobody else has ever thought of before, that will guarantee results quickly. And most think the answer lies in coming up with an original idea. Many advisers confuse “original” […]
by Tony Vidler An adviser who plans on being in the business for another couple of decades asked what the point is in paying for a fancy CRM database. Honest. He did ask that. He has a list of clients in Outlook and has the clients home addresses, phone numbers, and sometimes email addresses – […]
by Tony Vidler As financial advisers get to grips with new regulation, rule changes and evolving best practice advice standards they are often losing sight of some commercial reality. All too often I encounter advisers who have themselves been advised by an “expert” of one sort or another that they have serious business issues…or worse: […]
by Tony Vidler While helping a financial adviser craft their value proposition recently, he asked a superb question. What IS value? It is a word we use a lot in professional services, and it is a word that gets used a lot in marketing. So when it comes to marketing professional services we tend to use […]