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Your brilliance doesn’t matter as much as who you know
by Tony Vidler        There’s too much emphasis now placed upon “what you know“. I know…I know…heresy!   But here’s a radical thought: most professional advisers today actually know enough.  Sure, we always need to improve and there’s always more to learn and continuous learning is simply a part of being a professional…BUT…the balance between […]
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Sell holes, not drills, to get more customers
by Tony Vidler         When people go to the hardware store and buy a fantastic electric drill they are not usually terribly interested in the drill itself.   They want a hole.   This is an elementary truth about consumers buying behaviour  They buy products for what the products can do for them, not because […]
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If it’s too expensive then there is a value gap
by Tony Vidler        If there is one objection which continually gets professionals in a tangle it is the client who says “it’s too expensive”.  When a client says “too expensive” YOU you haven’t done your job…there is a gap between the value being delivered and value being perceived by the client.  A value gap […]
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New Ways To Lift The Game With Customers
by Tony Vidler        Have you thought about rolling the dice and asking your customers what they would like you to provide?   In professional services we are often reasonable at surveying our customers for satisfaction and service levels, and asking generic questions about how we can improve in those areas.  More often than not […]
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When To Take Online Engagement Offline
by Tony Vidler        A frequently asked question by professionals using digital marketing is “how, and when, do I take the online engagement offline into the real world?”   Let’s assume for the exercise that you have made a new connection on Linked for example.  Often professionals will make new connections and then wonder what […]
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How EXCEPTIONAL advisers use their time is not like the average!
by Tony Vidler        Time management is where there is a huge difference between elite advisers and the average advisers. in fact, it is one of the biggest differentiators that help the best performers stand out and excel.   However, the difference isn’t about micro-managing time slots, or about having better time management systems.  It […]
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10 Ways To Build Trust With Prospective Clients
by Tony Vidler        Trust is built over time.  It is earned.  It is not given automatically to most professionals by most prospective clients at the outset. That’s a reality.   The very best we can hope for when someone doesn’t really know us yet is to be trusted enough to be given a chance to prove […]
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An old-school attention-grabbing technique that still works!
by Tony Vidler        In the bid to cut through the clutter and noise that surrounds prospects today we often overlook the simple things that used to work – and still will work if we use them.  In fact, arguably some of the old-school marketing techniques are potentially more useful in the digital world simply because […]
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How To Deliver Value During Prospect Engagement
by Tony Vidler        Sometimes when professional advisers are struggling to engage meaningfully with prospective clients, or struggling to get them to engage at all, the solution is to go back to the very basics and question whether YOU are delivering value in their minds.   In the continual battle to be relevant and valuable […]
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Why Lawyers sell more than Financial Planners
by Tony Vidler        Why is it that everyone tells jokes about lawyers and begrudges their work, yet lawyers tend to do pretty well in business?   How is it that lawyers who tend to be pretty awful at marketing their services get so much business?   Why is it that so many financial advisers […]
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