unique selling proposition Archives

Could you be a Thought Leader Adviser?

by Tony Vidler Business would be easier if people recognised their problems and knew you were the one with the answers, and they just came straight to you to get them solved, right? To achieve that you should be positioning as a thought leader. THE subject matter experts expert. To put it in its […]

How to make yourself scarce…and more valuable!

by Tony Vidler Make yourself scarce. It is a well established economic AND behavioural principle is that people generally will have higher demand for that which is more difficult to get. Less of something makes it more valuable, right? It is a pretty sound principle that consumers tend to have a higher want for whatever […]

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 they just […]

Demonstrating Value To Make Prospects Choose You

by Tony Vidler Successful advisers today make sure they are demonstrating value to prospects...before the prospects have agreed to engage and become clients. Having a prospect who is interested enough to hear what you have to offer has always been a necessary step on the path to getting a client, and it obviously remains […]

Pitching Your Marketing To The Target Client’s Buying Journey

by Tony Vidler Most of your target market today go on a “buying journey”. That means they largely control what and when they will buy our products and services…and it is rarely a snap decision made the same day. It is a process of increasing awareness, education and trust building. Every practice needs to be […]

If you want people buying your advice, then dumb it down!

by Tony Vidler When it comes to getting people buying 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 as if they are dumb. The first is about simplifying the message in […]

If you still need more clients then you probably need different skills

by Tony Vidler Financial advisers who need more clients need to be better marketers than salespeople in todays environment. For most that means they probably need new, or more, skills. Not more technical skills; more commercial skills. While financial advisers have been figuring out how to get ever-more-compliant and deliver yet-more-paper over the […]

How do you create an “Act Now” mindset with clients?

by Tony Vidler One of the ongoing challenge in marketing professional services is simply getting people to “act now”. We have to overcome their lack of urgency. Because our service will still be there tomorrow, right? And usually the need to be addressed by us is a future need, and maybe well into the future….so […]

Why we get fee resistance

by Tony Vidler Whether we like it or not there is always the possibility of fee resistance in delivering financial advice, and how we present our service is a large part of that problem. Price is always a problem in the absence of obvious value. It doesn’t have to be…we just need to think through […]

Professional Practice Evolution: What Separates Modern Professionals From The Past?

by Tony Vidler There are lessons to be learned from the evolution of the modern professional practice for those who are not quite there yet. When you compare the two – the modern professional financial advisory practice, and the historic product-focussed financial services brokerage business – it seems there are 5 distinct points of difference […]

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