unique selling proposition Archives

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 […]

Top Of Mind Awareness: Being Present Without Being A Nuisance

by Tony Vidler Promoting our personal professional brand is essentially all about creating top-of-mind-awareness. Being the person that our target market thinks of, and then calls, when they recognise a need or desire is our goal. We want to be “top of mind”. To achieve that we must master the art of being present, but without […]

Give yourself a better chance of having prospects engage you

by Tony Vidler There is one simple thing that advisers should do to improve the probability that prospects will engage you: Talk about the outcomes you create for clients rather than talking jargon. In engagement letters and scope of service documents, as well as in advertising brochures or online, too many advisers list their expertise […]

Helping Consumers Compare Solutions Will Lead Them To You

by Tony Vidler Todays consumers will compare before deciding who to use or what to buy, so help them do that. If you help consumers compare solutions well, it will lead them to choose you as their trusted source of advice. The typical buying behaviour for discerning consumers today includes “research & learn” as they […]

Do you have to be unique professionally to have a strong USP?

by Tony Vidler No. YOU do NOT have to be unique professionally to have a strong USP or differentiator. People mistakenly believe that they have to find their “uniqueness” in order to be able to articulate their value to the market with a unique selling proposition. But your professional uniqueness doesn’t really matter in […]

Nobody Believes Your Advice Is Actually Impartial AND Free

by Tony Vidler The problem with “FREE” is nobody believes that whatever you are offering is actually free. It might seem free in terms of there being no invoice or obvious price tag, but that doesn’t mean it is “free” does it? Consumers today are alert, have a world of information in their pocket […]

You fix financial worries…so why not market that?

by Tony Vidler It seems pretty much everyone has financial worries. “Investors spend 475 hours a year worrying about money” apparently. Well I bet the people who don’t have enough to be considered “investors” spend a heck of a lot more time than that worrying about money….but still, this is about 20 days each […]

How To Balance Satisfied Clients With Profitability

by Tony Vidler What impact on practice profitability does this have: “Despite ongoing efforts to improve service, positive customer experience levels decreased significantly across the world” This was from a report released a little while ago on the performance of the insurance sector globally, and it highlights a real dilemma for practitioners. Can we […]

Professional Triage: Targeting The Immediate Need

by Tony Vidler A huge mistake many advisers make is trying to deliver comprehensive advice to a client concerned only with an immediate need. We need to recognize when triage is required, as opposed to when ongoing nursing is needed. The immediate need is the more often the trigger for an advice client to coluntarily […]

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