Connect, know, like, trust, need – what do you do to make this work for you?

I frequently hear networking gurus stress a mantra that originated in the book ‘Endless Referrals, written by Bob Burg:
“All things being equal, people do business with, and refer business to people they know, like and trust.”

I understand this is also the mantra shared at certain networking groups. The focus then is on encouraging you to make an effort to ensure you are easy to get to know, like and trust. But I think it is too simplistic.

There are two further elements I believe that demand your attention. One at the start and one that can float around at either end of the chain:

Connect – Know – Like – Trust – Need


Connect:
– People may connect with you face to face (eg: at a networking event) or online (eg: via social media, Linkedin or by engaging with you initially though commenting on your blog post or getting in touch after reading an article you have written or after hearing a talk you have presented).

Know
: People can only get to know you after you have connected with each other (face to face or online). Typically they will want to know more than just your name and profession. They are more likely to engage you or to refer you if they have more to go on than this. How easy do you make it for people to get to know you? Your background? Your interests on a professional and personal level? Which organisations do you belong to? What makes you you – as distinct from just another accountant?

Like
: People rarely engage or refer work to people they don’t like. There are exceptions to this principle. We tend to refer people to surgeons if we rate them even if they have no bedside manner. And some legal work is best done on our behalf by really tough negotiators. But in the main, likability is key. People like people who are helpful, kind, and not pushy.

Trust:
 People tend to choose accountants they can trust in two ways. to know your stuff (do you have sufficient expertise?) and to be a decent person?

Need:
No one ever engages an accountant unless they need one. Equally they rarely go around promoting their accountant until they hear that someone they know needs one. If no one you connect with needs an accountant or knows anyone who needs one, you won’t get much work!

So

Where do advertising and other forms of marketing fit into this analysis? At the beginning of course.  It is simply a way to encourage people who need an accountant to connect with you. Once they have done this you need to help them get to know you, then to like and trust you. This is why I suggest that ‘Need’ can float around either end of the chain. If someone realises they need an accountant but doesn’t know anyone suitable they may respond to your advert or your other marketing promotions and connect with you.
When you recognise that there are 5 links in this chain you may be able to see why your networking, marketing and online activities are not generating the business or referrals you seek. Are you meeting, engaging or connecting with enough people who need your services? Are you going to the right places? Are you active online in the right places? Are you encouraging the right referrals? Are you then helping your new connections to get to know, like and trust you – both generally and specifically to do the work and give the advice they need?
If the answer to any of these questions is ‘no’, feel free to connect with me 😉  I’d love to do something to help you. Let’s have a chat and see what I can do >>>>
by

Could you adapt this unique way of standing out from the crowd?

I still remember meeting Christopher Higenbottam at a networking event some years ago. I asked what he did and he told me he is an architect. (Indeed it transpired that he was the MD of Tempietto Architects). We talked for a while about his work.  After a few minutes I think I asked him whether there was anything specific that distinguished his practice from that of other architects I might know.  I’ve long asked variations of this question when first meeting fellow professionals.  And it’s an important one to be able to answer convincingly.

Most professionals, in my experience, fall back onto the hackneyed stand bys. They often talk about offering a ‘personal service’ (sometimes they even seem to believe that this is special, just like ALL of the other accountants, lawyers, surveyors who say the same thing).  Other common  replies, that also fail to make you memorable or distinctive, focus on other intangible service elements.

If I ask you this question it’s because I want to know what to listen out for when talking to people who might need your services. If I’m not a potential consumer of the  services myself I want to know why I should remember and recommend you rather than any of the other accountants, lawyers, surveyors I have met.  Knowing that a solicitor, for example, specialises in employment law is not enough.  I know dozens of employment lawyers.

Equally, when you meet people at networking events you need to appreciate that they have probably met loads of other people who do what you do. I have addressed this need to STAND OUT and to be memorable many times on this blog.

So what did Christopher Higenbottam tell me that made him stand out? He focused on one element of his services – homes for individuals. I recall he talked about some special homes that he had designed.  Then he did something no one has ever done with me at a networking event before or since. He pulled out his smartphone and showed me a short slide show containing 6 photos of beautiful homes he has designed. And guess what? I REMEMBER him.

This idea is not easily replicable by many other professionals. Few of us produce anything tangible and worth photographing. There’s little point in an accountant showing a few photos of a well bound and balanced set of accounts!  I had a few alternative thoughts when I first shared this story. None of them serious.  Perhaps you can do better?  Do please add your thoughts as comments on this post.

by

How much personality should sole practitioners put into their practice?

I was asked two related questions during a recent interview. This post is drawn from the notes I made before giving my answers on air.

1. With so many businesses competing with each other online, has it become more important to put more personality into your practice?

The smaller your practice the more important it is to allow people to know that it is you who runs it. I am assuming here that you want more clients and that you’re not simply looking to take on those people who want the cheapest possible job.

Your clients know who you are, don’t they? Why hide this from prospects? That’s what you do when you fail to include your name, a photo and something about you (as a person) on your website. It’s really easy to STAND OUT positively from all of your competitors who fail to do this. Let them be the ones who hide behind a business name and brand – with a website that only allows people to contact an unnamed info@ email address.

I’d encourage you to adopt the same logic when you are crafting or updating your Linkedin Profile. (See my free Linkedin Profile Tips here>>>)

And finally on this point, if you’re going to use twitter then ensure you use it in your own name with a photo of YOU. This will be far more effective than tweeting in your firm’s name. Personal twitter accounts always have more engagement and followers than those that operate in the name of small accountancy firms.

The more of your professional personality you show the more you will STAND OUT positively from your competitors who fail to do so.

2. Is there such a thing as too much personality?

I’m sure we’ve all seen people who confuse the idea of evidencing their personality with shouting about their achievements and activities online celebrex cost. This sort of behaviour is a turn-off and rarely helps build a positive reputation or new business leads.

What do you want people to say about you when you’re not there? You want to leave a positive impression whether online or face to face. If you have a larger than life personality that’s fine. It’s not for everyone, but if that’s your style then don’t hold back. Just try to ensure you are aware that some people may find you overpowering and so struggle to build rapport with you. Then  again, maybe you want to attract the sort of people who can relate to and enjoy the company of a larger than life accountant with a big personality. You can’t please all the people all of the time.

Be yourself – be authentic – be consistent. And let people take you for who you are.

by

Use it or lose it – Your clients’ trust

Accountants are expected and trusted to be good business advisers. This puts them in a good position to advice clients during the current troubled financial times.

I addressed this point recently in a post entitled: Accountants need to show they really are business advisers as we move into recession.

I have now seen reports of another survey that only serves to emphasise this point.

It was carried out by the Forum of Private Business (FPB)  together with commercial credit agency Graydon UK, and questioned 400 small businesses on their individual experiences of seeking financial advice.

The results reveal that 70 per cent of those questioned choose to consult their accountants for this type of advice, compared to only 47 per cent who look to their bank managers as trusted advisers.

The FPB comments on the results stress the declining confidence in banks as sources of financial advice.  My take on this is that the 70% figure above is LOWER than I would have expected. It might be a reflection of the respondents – perhaps only 70% had an accountant.

I make no apologies for restating a point I have been making for some months now.

Your clients trust you as a source of business and financial advice.  Now is the time to prove that such confidence is not misplaced. If you do not help clients through the recession you will lose them – either because they will cease to be in business or because they will move to a pro-active commercial accountant who can help them more than you have tried to do.

Like this post? You can now obtain my ebook containing loads more insights, short-cuts, tips and advice aimed specifically at accountants who want to STANDOUT and become more successful. You can buy the book or download a summary for free here>>>

by