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Not All Consumers Make Good Advice Clients
by Tony Vidler        Everyone is after the good advice clients it seems…or are they?  Robo-advisers, direct marketing, 24/7 online transaction facilities, product kiosks and over the counter solutions to shoppers at supermarkets…these are all “financial advice” choices for consumers today.  (for “Financial Advice” read “anything associated with a financial services product or service which […]
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How to do client video testimonials the right way!
by Tony Vidler        Testimonials are good for business – but we all know that. Video testimonials are even better for business – and not everyone has got THAT yet. Being able to see the body language, and hear the inflections in a clients voice as they talk about their positive experience, are far more […]
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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 […]
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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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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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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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