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Your brilliance doesn’t matter as much as who you know
by Tony Vidler There’s too much emphasis now placed upon “what you know“. I know…I know…heresy! But here’s a radical thought: most professional advisers today actually know enough. Sure, we always need to improve and there’s always more to learn and continuous learning is simply a part of being a professional…BUT…the balance between […]
by Tony Vidler “Our clients did business elsewhere and didn’t call us to do it – Why?” How often do we hear this from advisers? Maybe you aren’t very good, or maybe they just don’t like you. Maybe that is why…but then, why would they have ever done business with you in […]
Word of Mouth prospecting is still where it is at!
by Tony Vidler Digital marketing and using social media to create an audience and engage with prospective customers is essential for professional services today…BUT… Word-of-mouth marketing is still where it’s at in professional services. In fact, it is more important than ever before. The more impersonal that society becomes and the […]
by Tony Vidler One of the time-tested techniques of sales is to obtain referrals by dropping a “who do you know” bomb on them…and it is dumb. It has never actually worked all that well really, and it works even less well today. Adding an extra word in there doesn’t make it […]
by Tony Vidler Creating and keeping happy clients IS essential for the success of a professional practice. There is no question about that. But is it enough to help a practice grow at a greater than industry average pace? I don’t believe so. Being a great practitioner and running an efficient & […]
Where are the marketing opportunities to stand out?
by Tony Vidler Finding the right opportunities to build trust and connection with consumers who don’t know you yet, but who are thinking of engaging with someone like you, is the perennial marketing challenge. But where are those opportunities to do it well, and differently, for todays professional? It is helpful to […]
by Tony Vidler Getting recommendations is a bit different to getting referrals – if referrals are “the gold medal”, then recommendations are the “silver”. Not the ultimate, but well worth having. There are many things you can do to become somebody that others recommend, and in fact there are many things you should […]
Peer-To-Peer Marketing: it’s just one Business Owner to another
by Tony Vidler Research keeps telling us that peer to peer recommendations, or old fashioned word-of-mouth advertising, is still the most effective form of marketing there is. Virtually no discriminating consumer today trusts advertising – and virtually all consumers who are prospective professional services clients are discriminating in that they are increasingly selective, wary […]
by Tony Vidler It takes a lot of thought and effort to create content for your target audience, and nothing is more frustrating than creating something which you think is marvellous (if not perfect!) only to find that it goes nowhere because nobody knows about it, and nobody shares it around. It doesn’t have […]
You are a professional? So what? That doesn’t mean I trust you.
by Tony Vidler As a consumer, a user of professional services myself, I’m tired of hearing from professionals that they should be trusted just because they are labelled professionals. Recently, and for only about the zillionth time, I asked “the question” that I always ask professionals, and got “the answer” that I pretty much […]