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Peer-To-Peer Marketing: it’s just one Business Owner to another
by Tony Vidler Research keeps telling us that peer-to-peer marketing, or old fashioned word-of-mouth advertising and recommendations, is still the most effective form of marketing there is. Virtually no discriminating consumer today trusts advertising – and virtually all consumers who are prospective professional services clients are discriminating in that they are increasingly selective, wary […]
by Tony Vidler If you want to generate recommendations from clients and prospects it pays to understand how it is a different process from getting referrals, and if referrals are “the gold medal” then recommendations are the “silver”. Not the ultimate perhaps, but well worth having, and arguable a little easier to get. […]
Which prospecting method delivers the best results?
by Tony Vidler The prospecting method that keeps on delivering the most opportunities is Referrals. A distant second in the source of new clients for advice firms is Centre of Influence referrals. Research by the Financial Planning Association showed that on average in the previous year some 34% of new clients came from […]
The key to successfully networking with Accountants
by Tony Vidler The key to successful professional networking is as simple as creating a win-win…everyone knows that. Networking with accountants will be successful if you know what the “win” looks like for them. Advisers historically – for all their networking and personal sales and relationship management skills – have not been terribly successful […]
by Tony Vidler What incentives are appropriate for encouraging clients to refer other clients? Are incentives appropriate at all? Some would even ask “Why provide incentives at all? Surely if the product or the advice is good value in itself then no further incentive is needed?” These questions around incentives for promotions […]
by Tony Vidler Too many referrals today are not converting into clients for too many professionals – and all too often the professionals are puzzled about why that is. Typically it comes down to us not looking good enough on line. Todays referrals usually do a quick search before deciding whether to meet […]
by Tony Vidler Getting referral business is hard…but oddly enough it is also easy. Lots of advisers say they get all their new business from referral, but when you dig into things it seems that actually they don’t get a lot of referrals. The ones they get are great, but they don’t get loads […]
This Is Why Most Centre-Of-Influence Referral Marketing Efforts Fail
by Tony Vidler When it comes to referral marketing efforts there are basically two types of consistent ongoing referrers you can cultivate: 1. happy & satisfied clients 2. centres-of-influence The second category is the one that many advisers struggle with particularly, and the reason they struggle is because they try to develope the […]
How to position yourself for referrals from clients
by Tony Vidler Getting referrals on an ongoing basis from happy clients largely comes down to positioning for them correctly. Put some thought into how you will position the expectation, and when you will do it in your client engagement, to increase your chances of success. Most importantly though, earn the right to […]
by Tony Vidler Getting referrals is difficult enough for many, but getting the right referrals is even tougher. It’s always nice to get a referral of course, but it doesn’t help if we do get a referral and it is someone that we just can’t deliver great value to. So we do want to […]