If you want prospects to “buy you”, then dumb it down!

by Tony Vidler One of the best tips I can give anyone in professional services is “dumb it down- but don’t treat people like dummies“. There is a big difference between “dumbing it down” and treating people like dummies too.  The first is about simplifying the message in order to be effective, whereas the second […]

Being There. Maybe that is what Advisers are not doing well.

by Tony Vidler I’ve just been reading through a very interesting piece of research that came out of the last census here in NZ, compiled by Statistics NZ, and it immediately highlighted some problems in our process as advisers that suggest we may be missing the mark with many consumers.   The key statistic that […]

You are probably closer to being “An Authority” than you realise.

by Tony Vidler IF you have bought into the key concept of providing good quality content, or information, to prospects in order to engage them until they are ready to use your services, the inevitable question becomes: “what do I provide in the way of content?” It seems a fair question too. Very few professional […]

Dumb business is converting only 1 in 10 prospects…

by Tony Vidler Remember when everyone starting in a sales role was told to just “see the people, see the people, see the people!”? Remember when the expectation was that our fame and fortune would be assured if we worked the 10-3-1 formula?  Call 10 people, and get appointments with 3 of them on average, […]

The 10 Things To Get Right For COI’s To Start (and Keep) Referring

by Tony Vidler Identifying a potentially great Centre-Of-Influence (COI) for your professional services business is not something that should be left to chance.  Nor should the process of building the relationship to the point where it generates ongoing opportunities. Yet, all too often “leaving it to chance” is pretty much what professionals do. Typically they […]

Reputation IS a Personal Brand – and it is what matters most

by Tony Vidler I think that a lot of professionals get their branding strategy wrong, and waste their money and effort, because they underestimate the importance of managing their reputation. Branding is an area that many in professional services simply do not understand well enough, and that lack of understanding leads many to misallocate energy […]

What are you offering clients: Fast Food, or Fine Dining?

by Tony Vidler In the absence of a clear and compelling value proposition for a customer, planners will often struggle to obtain buy-in from prospective new clients. We name what seems to be an expensive fee, and in return we try to convince them of how magical – or predictable – our process is, and […]