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Where to begin with creating a Value Proposition?
by Tony Vidler        Creating a compelling Value Proposition is difficult, but if it is achieved it becomes central to a professional’s marketing.   The Value Proposition is in effect your promise to your target market: “This is what I will do for you” is what it says in simple terms.   The problem that […]
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The Value Of The Financial Planner: Fixing finances, the future, and feelings
by Tony Vidler        Many question the value of the financial planner, and there has been plenty of research in recent years to attempt to quantify that value.  Quantifying value of advice is a recipe for debate, as the actual difference in net worth or security which can be attributed to the work of the […]
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Making the move from Product Rep to a valued Personal Financial Adviser
by Tony Vidler        Being a valued financial adviser is the goal, right?  Well it is difficult to considered yourself “valued” if you don’t place a value upon your own expertise or worth to the client.  It is even more difficult for prospective clients to consider you valuable if you do not place value upon […]
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Position Advice Properly as Success Coaching
by Tony Vidler        The perennial challenge in selling advice is positioning it as valuable, and we should think about it and describe it the right way: great advice is about coaching. It IS coaching.   Giving advice is all about analysing the desired outcomes for clients, weighing up the possibilities, deciding on the optimal […]
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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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A surefire way to get a Prospect to choose You!
by Tony Vidler        You are ALWAYS competing to have the next prospective client choose you.  In fact, even with existing clients who are still deciding on whether to follow the next piece of advise, there is a decision being made about whether to choose to follow it…or choose “you” as it were.  We are […]
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How to engage clients in a review of financial advice
Your Philosophy MIGHT Be Your Real Point of Difference
by Tony Vidler        Advisers often struggle to articulate their point of difference, yet they usually can easily express well thought out beliefs and philosophies about money and planning.   So most advisers think carefully about such things and build up a philosophy based upon their formal learning and real world experience that shapes their advice […]
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How To Get Clients Choosing You
by Tony Vidler        Clients don’t always choose you, and often you don’t know that they were comparing advisers until it is too late and the choice has been made.  It happens to all of us in our careers.  Once that choice has been made there is not much we can do, but when we […]
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The most powerful word in marketing!
by Tony Vidler        What is the most powerful word in marketing?   It is “Guarantee“   How can we tap into the power of providing a guarantee in professional services, especially in these increasingly litigious and compliance-focussed times?   We can use it by understanding the fears of prospective customers and then addressing them […]
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The Professional’s Branding Challenge: how to look different while blending in (& why it matters)
by Tony Vidler        When it comes to creating a personal brand as a professional, the irony is we have to look different – while blending in and looking the same.   One cannot afford to look any less professional than your peers or competitors.  So to a large degree degree there is a market […]
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