Debunked: Can you really rely on referrals to sustain or grow your practice?

By |2022-05-17T08:49:57+01:00May 17th, 2022|Accountants, Lead generation, Referrals, Sole practitioners|

Most established accountants running their own firms claim to get most of their new clients via referrals. I see at least three potential flaws with this perception. Firstly, it’s rarely based on empirical evidence. Often it is simply an easy answer to the question: 'Where do most of your new clients come

The marketing distractions accountants should avoid

By |2022-04-19T10:49:01+01:00April 19th, 2022|Accountants, Blogging, Facebook, Linkedin, Marketing and promotion, Networking, Social Media, Sole practitioners, STANDING OUT, Twitter|

Before setting out those marketing distractions that I believe accountants should avoid I need to offer some context. Over 20 years ago, the start of the century(!) was when I began presenting talks to accountants about practice related matters. I quickly learned to avoid any mention of the M-word as, back then,

Seven ways for general practice accountants to improve their marketing efforts

By |2022-04-11T11:23:41+01:00April 12th, 2022|Accountants, Business messaging and branding, Marketing and promotion, Mentoring, Referrals|

Not everyone wants to follow the widely promoted advice that you will benefit more from advertising, marketing, networking and referrals if you focus your attention on trying to reach a specific group of people. The idea being that we can then let everyone else continue trying to be all things to all

4 classic mistakes accountants need to avoid when prospects call

By |2022-03-30T19:12:37+01:00March 29th, 2022|Accountants, Conversational impact, Lead generation, Marketing and promotion, Networking, Starting out|

Do you assume you know what (new) callers will want from you? Are you able to distinguish real prospective clients without devoting too much time to the others? Do you operate like other professionals or by reference to wishful thinking? These are key challenges for all of us. We want to encourage

Improving the first impression of your online and website profiles

By |2022-03-22T15:02:37+00:00March 22nd, 2022|Accountants, Appearance, Business messaging and branding, Linkedin, Marketing and promotion, Social Media, Sole practitioners, Websites|

I have never ‘swiped’ someone’s profile picture, as online dating didn’t exist when I met my wife in the 1980s. The whole concept of swiping is quite alien to me. I was curious though, so a while back, I asked a single friend to show me how the ‘swipe left’ and ‘swipe

Being Known, Liked and Trusted is not enough!

By |2022-03-15T11:11:06+00:00March 15th, 2022|Accountants, Conversational impact, Key Business skills, Lead generation, Marketing and promotion, Networking, Reputation, Social Media, STANDING OUT|

You have probably heard the suggestion that it’s important to help people get to 'know, like and trust' you. Only then will they buy from you. Only then will they even consider becoming your client. This idea originated in the book ‘Endless Referrals’, written by Bob Burg, who said: “All things being

Don’t make this marketing mistake especially if you are reliant on referrals

By |2022-04-19T10:52:04+01:00March 1st, 2022|Accountants, Experience and expertise, Marketing and promotion, Networking, Referrals, Social Media, Sole practitioners|

I am frequently surprised when apparently successful accountants tell me that they know they should start being active on social media. And that they want to beef up their marketing activity. Both such aspirations typically reflect a belief in the mystical power of generic marketing and the hype surrounding social media activity.

What do you REALLY need to sell as an accountant?

By |2022-02-22T11:27:29+00:00February 22nd, 2022|Accountants, Appearance, Business messaging and branding, Dependability and trust, Experience and expertise, Marketing and promotion, Mentoring, Pricing, Reputation, Sole practitioners, STANDING OUT|

What do you really need to sell as an accountant? This is a simple enough question, and knowing the right answer could make a profound difference to the success of your practice. Let’s start with what you’re NOT selling. As I explained in a 2018 blog post, You are NOT selling your time.

15 quick tips to grow and build your practice

By |2022-02-14T11:57:24+00:00February 15th, 2022|Accountants, Business messaging and branding, Marketing and promotion, Productivity, Strategy, Websites|

This week I am sharing with you 15 of the key points I referenced during a recent conversation with an accountant who wanted to know what they should be doing in year 3 of their newish practice. Background The accountant had booked a one-off focused mentoring call, having started their practice just

4 questions that will help you identify the value you really deliver to your clients

By |2022-01-30T19:08:21+00:00February 1st, 2022|Accountants, Business messaging and branding, Dependability and trust, Marketing and promotion, STANDING OUT|

How do you evidence your value to prospective clients? You need to be able to do this effectively if you want to charge more than the absolute minimum for your services. This is a key part of promoting and pitching your services. Your promotional and marketing messages should be designed to attract

The 5 key issues to consider re your competition

By |2021-12-12T17:59:59+00:00December 14th, 2021|Accountants, Business advice, Lead generation, Marketing and promotion, Sole practitioners, Strategy|

In this blog post I explain five key issues in the context of your competition as an accountant. I have discussed them many times with clients during mentoring sessions. Often I find an accountant's perception as to who is their competition is blinkered and limited. They are often shocked to realise they

How you can stop being scared of losing prospective new clients

By |2021-11-22T12:15:52+00:00November 23rd, 2021|Accountants, Business messaging and branding, Marketing and promotion, Sole practitioners, Websites|

Many accountants appear to approach the idea of finding new clients with conflicted emotions. If you do this you are probably making life harder for yourself than it needs to be. On the one hand your website and marketing activities try to promote you and your firm as able to act for

6 ways you can stop making the same mistakes on social media as everyone else

By |2021-11-15T15:03:17+00:00November 16th, 2021|Accountants, Blogging, Facebook, Linkedin, Marketing and promotion, Social Media, Sole practitioners, Twitter|

Regular readers will know that I am both very active on social media and highly ranked for my online influence (such as it is!) Equally you will also know that I do not routinely encourage accountants to use social media for promotional and marketing purposes. And I challenge the apparent evidence and

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