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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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Value is not Black and White, it is Shades of Grey
by Tony Vidler        At the most basic level “Value” can easily be defined: Value is Benefits less Costs.   That simple definition doesn’t highlight the enormous range of definitions for “Benefits” though, which is why trying to understand what value is results in everyone seeing a different shade of grey.   The range of […]
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Who are your most valuable clients?
by Tony Vidler        It may seem an obvious question to many however understanding who the most valuable clients are to a firm is not actually universally known it seems.  There is often an innate understanding of who they are however it is often not underpinned by any analysis.   Even when there is, and […]
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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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differentiating
Differentiate By Building A Strong Promise
by Tony Vidler        There are notable differences between high growth professional firms and others when it comes to differentiating themselves.  How they choose to express their value and stand out is quite different to the mainstream.   Undoubtedly the average or low growth firms inability to express what their difference is in relation to […]
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Valuing the TIME you sell…and save.
by Tony Vidler        One of the most valuable things that financial advisers do for clients is to save the clients own time.   How powerful would it be to quantify that in dollar terms for a client?   Everyone knows the maxim “time is money”.  Everyone knows that all of us are perpetually trading […]
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USP
3 questions you must answer to define your Uniqueness
by Tony Vidler        The difference between a good (but not spectacular) professional and a truly magnificent performer is the ability to succinctly articulate what makes them special.  This is often referred to as having a “Unique Selling Proposition”, or USP.  While the concept has its detractors there is no doubt in my mind that in […]
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practical-financial-planning
Describe Your Services In Practical Terms To Get More Buy-In
by Tony Vidler        Advice should, almost by definition, be “practical”.  It should be a clear course of action that a client can use to achieve a specific outcome.  Why don’t we describe our advice services that way then?   Consumers often struggle to understand what we can achieve for them (or help them achieve), […]
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service-value
You Deliver Value, So Why Not Promise It?
by Tony Vidler        Nearly every professional gives an initial “no obligation meeting” to prospective clients, and nearly everyone delivers value to those prospects during that initial meeting.  But hardly anyone seems to market that value being delivered, instead opting to focus upon one of the other 2 immediate benefits to the prospect.   When we […]
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