value proposition Archives

If you still need more clients then you probably need different skills

by Tony Vidler Financial advisers who need more clients need to be better marketers than salespeople in todays environment. For most that means they probably need new, or more, skills. Not more technical skills; more commercial skills. While financial advisers have been figuring out how to get ever-more-compliant and deliver yet-more-paper over the […]

How do you create an “Act Now” mindset with clients?

by Tony Vidler One of the ongoing challenge in marketing professional services is simply getting people to “act now”. We have to overcome their lack of urgency. Because our service will still be there tomorrow, right? And usually the need to be addressed by us is a future need, and maybe well into the future….so […]

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 […]

What Is The Plan To Thrive Amidst All The Change?

by Tony Vidler Is there a cunning plan for your practice to thrive amidst the changes coming at the financial advice sector from all directions? What is the plan then? What is the strategy? Those 2 questions might look like the same question, but they are not quite. The cunning idea, or the strategy, is […]

How much client contact is too much contact?

by Tony Vidler Getting the frequency of newsletters or regular client communications right is a real challenge. How much is too much, and runs the risk of you being a nuisance? How much is too little, and runs the risk of you being forgotten? The right answer is “it depends”. It depends on your audience, […]

The Ultimate Personal Brand Position: Own A Word

by Tony Vidler The ultimate goal in building a strong personal brand is to own a word in your target markets mind. It may be own a phrase rather than own “a word” of course, but the point is you want to be KNOWN for something. You want to create a position where your target […]

Target Marketing: The Smart Play For Your Advice Business

by Tony Vidler Target marketing is usually the difference between those firms who get the right sort of clients, and those who just get customers. Clients follow advice, because they value it. Customers engage in transactions. They buy products. They take a bit of advice here and there…as it suits them. Trying to get more […]

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 […]

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