Too many accountants struggle to distinguish themselves from their competition. This is a shame as it is what makes each of us different that makes us memorable and the reason why clients engage us.
Challenge this if you must. Tell me that no one cares about anything other than price.
If that’s what you believe then I’m sorry for you. It’s a fallacy promoted by those who choose to sell stuff at low prices. It’s not true for Apple, for the makers of quality cars, handbags or designer clothes. Nor is it true for EVERYONE seeking professional advice, tax advice or day to day compliance services.
Of course price is all that matters to SOME people. Personally though I’m happy for those people to choose someone other than me to provide the service they seek. Typically those who only want to pay a low fee do not become valued clients; they are often more trouble to deal with and getting paid is rarely easy either.
So, let’s get back to the point. Do you really feel that you are no different from hundreds of other accountants? If that’s what YOU feel then it’s no wonder that prospective clients think the same and may choose to go elsewhere.
When you talk about what you do for clients, do you sound the same as everyone else? If so, you are missing a trick. The same goes for your website, online profiles and any physical marketing materials you use.
What do you add beyond the basics? It’s the differences that matter and that make it worth while someone choosing to engage you rather than the accountant down the road. What’s your angle? Often it’s your point of view that makes you unique and can help you to STAND OUT from your competitors. If you haven’t formulated any strong opinions on work related topics you may struggle to convince prospective clients why they will get a better service from you than from others. Just be careful to ensure that your views are based on informed facts rather than a naive acceptance of biased comment in the media.
Think back to the most common questions you are asked by prospective clients. Do you have a unique take that might resonate with them and help them to recognise that you’re the sort of professional they want to engage?
What’s your angle?