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Where your Value Proposition REALLY fits in
by Tony Vidler        A well crafted and well articulated Value Proposition is the key component in any good marketing strategy.  Even though it is the most important part of the entire marketing message, it is not the first thing however…   To craft a great marketing message for your business there are three essentials […]
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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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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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adviser-as-private-banker
Be like the Private Banker in order to become invaluable
by Tony Vidler        Emulate “the Private Bankers” is the sage advice of Dr Phillip M. Randall for advisers when it comes to combatting the multiple pressure points of rising consumer expectations, technology-driven and cost-focussed solutions, and the trend for “self management” in all things by clients.   I had the pleasure of spending a little […]
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get-attention
8 Seconds to Get – or Lose – That Prospect
by Tony Vidler        You will gain or lose potential clients in just 8 seconds….well, actually it is a lot less than that.  The clock is ticking…and a lot faster than many realise.   In reality you have 3 seconds or less to get them to engage with you and your message, or they are probably […]
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adviser-value
What Problems Do You Fix?
by Tony Vidler        In the struggle for professionals to define a value proposition perhaps one of the easiest ways to do so is to begin by asking “What problems do we fix?”   It is a simple question for sure, but it cuts to the chase.  It helps us zero in on what it is […]
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fee-discount
When – and how – To Discount Your Fees
by Tony Vidler        As a general rule I don’t recommend that a professional discount their fees, as it tends to undermine their entire value proposition.   Discounting fees usually moves a professional from being an expert with highly specialised and valuable knowledge to someone simply selling hours of billable time in a consumers mind. […]
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