A spoonful of sugar

The old adage that marketing is about getting the right product to the right people at the right time and at the right price still holds true in the industry. But players still need to be looking for that extra little nudge to ensure they get the business rather than a competitor. One adviser, Peter Chadborn, principal of CBK, says it is essential to differentiate from the competition. "Each adviser will be boasting their many years of experience, their guarantee of high levels of service and the fact that their independence means they can research the whole market. Very few clients will ...