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If you want people to buy your advice, then dumb it down!
by Tony Vidler When it comes to getting someone to buy your advice one of the best tips I can give is “dumb it down- but don’t treat them like dummies“. There is a big difference between “dumbing it down” and treating people like dummies. The first is about simplifying the message in order […]
Give clients time to think and "Buy In" with this simple trick
by Tony Vidler There is a wonderfully simple technique that all professionals should be using every time they make a recommendation…. …of the challenge giving advice in what is usually a difficult area for consumers to comprehend easily or rapidly. Consumers usually need a few seconds longer in processing time as the concepts financial advisers […]
by Tony Vidler “try before you buy” is a great way of removing risk for a consumer from a big purchasing decision, isn’t it? We can learn from the retail sector here because they figured this out years ago. One of the toughest challenges is getting customers to switch brands or products. […]
Getting New Clients: It all begins with one thing….
by Tony Vidler In 3 separate conversations this week with advisers we talked about different approaches to getting new clients onboard, and each had lost sight of what the single most important element in getting new clients onboard was. Each thought that the objective of their marketing was to get a new client onboard. […]
Describe Your Services In Practical Terms To Get More Buy-In
by Tony Vidler Advice should, almost by definition, be “practical”. It should be a clear course of action that a client can use to achieve a specific outcome. Why don’t we describe our advice services that way then? Consumers often struggle to understand what we can achieve for them (or help them achieve), […]
How to use the business you DON’T want to do to get the business you DO want
by Tony Vidler We all want to get more business, but we want to get the right sort of business for ourselves or our firm naturally. Once you have figured out what sort of business it is you do want to get you have (by default) figured out the areas of advice that […]
by Tony Vidler You will gain or lose potential clients in just 8 seconds….well, actually it is a lot less than that. The clock is ticking…and a lot faster than many realise. In reality you have 3 seconds or less to get them to engage with you and your message, or they are probably […]
by Tony Vidler The way prospects engage with professionals has changed, and it is logical for us to change how we engage with prospects also. In the old days we qualified prospects on the basis of a clearly identifiable need, the capacity to pay, approachability, and “insurability”. This last one evolved over time […]
by Tony Vidler Testimonials are great marketing, but they are losing their effectiveness to some degree. All is not lost however, as one small change CAN make them resonate with your target audience a little better. Consumers are not silly and they know we are never going to be silly enough ourselves to […]
by Tony Vidler When it comes to the words we use in conversation we all have our own idiosyncracies and quirks of speech, and often do not realise that they can make or break us in business. The actual words that we use convey emotion, bias, judgement, attitude….all heavily influential aspects in having […]