Today I share with you the transcript of a recent conversation with Joanna Gaudoin. I hope you will enjoy reading her perspective on a number of issues I have previously addressed on this blog. In summary Joanna's view is that your marketing, business development and career development will all flourish if you
These days it typically takes a lot to get me cross. But one thing that really winds me up is the continuing wave of advice to accountants generally, telling them to do stuff that doesn't work for everyone and is especially inappropriate for most sole practitioners. This is quite different from the advice that
There are two types of accountants who use social media and Linkedin. Those who understand what works and those who have bought into the hype and hope that what they do will work. Chances are you are in that second category just like most of the accountants I know. Indeed, the vast
A journalist once surprised me with a question I wasn’t anticipating: “What is the worst mistake accountants can make when they are trying to ‘close’ a prospective client?” When I later reflected on my instinctive reply I was satisfied it contained good advice. Thinking about the issue subsequently I quickly constructed this
l am regularly approached by accountants who want to know how they can get more clients. They want to know if social media is worthwhile, where to advertise, what marketing activities to pursue, what networking activities might be worthwhile, how to get more traffic to their website and much more - along
Which result would you rather your marketing efforts generate? A or B? A = 50 calls and emails from possible new clients who ask loads of questions but who have no intention of paying you the sort of fees you charge; and probably don't want you to do much more than their
No one has asked me what I do since lockdown started. I've been thinking about how I might reply next time. What about you? What do you do? I think there are 4 standard ways we can answer the question. I know which approach I prefer. What about you? 1 State your
Back in the days when I was a professional speaker (BC -Before COVID-19) I often asked audiences of accountants to look around the room. And then to indicate whether they felt that they were in any way special and different from most of the other accountants in the room. Typically only a
What's more important to you? To spend time on promotional activities that don't seem to cost anything or to get cost-effective results from promoting your services to people who you know are looking for someone like you? Many accountants, bookkeepers and tax advisers spend time on various social media platforms, on Linkedin
Long ago I realised that "Hope is not a strategy". Even if it worked in the past it would be foolish to assume that we can simply 'hope' our way out of the current situation. That goes for me as regards my business activities, for you and your own practice and also
Most accountants are justly proud of their technical skills. It is also common to find that some accountants undervalue the importance of ensuring that they have all the business skills they require to be profitable in the short-term and successful in the longer-term. What’s your position? Are you one of those accountants who
An increasing number of journalists and podcasters want to interview me about my views of the future for accountants. On reflection though I suspect I am sometimes a disappointing interviewee. This is not due to excess modesty as regards my conversational skills or my ability to explain and justify my predictions. On
Some accountants I know are proud of how efficiently they look after their own business affairs. Others though are embarrassed at their inefficiencies. And there are some who do not appear to give any thought as to how they are perceived. We all know the old adage that you never get a
Do you consider yourself to be a confident person generally? What about in terms of your ability to attract and win over prospective clients? And to keep clients happy and willing to pay you the fees you deserve for the work you do? Whilst many accountants I work with have a fair degree of
The biggest issue facing accountants in practice these days isn't the rise of robo-accountants, AI or cloud computing. The challenge that seems to hold many firms back is the same old chestnut it's always been. It's the difficulty in finding good people to join the firm. Almost every week I get approached by the
During my talks about the future for accountants I sometimes share a famous quote from Bill Gates. Before repeating it here, let me just offer some context. There has long been a tendency to over-hype new ideas and initiatives. Some accountants jump on the bandwagon early which is great. I don’t do
Think about ten top accountancy brands. Or at least the ones you can remember. How many of those do you think your typical client would be able to name - or would even recognise? Once you move outside of the accountancy and finance professions, brand awareness drops off very fast. Even the
When you need additional help with client work in your office, do you look beyond the idea of simply recruiting a new member of staff? Many of the smaller accountants I speak with are struggling to do everything themselves. And those who have regular help, want more but are reluctant to take on
What are you selling 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 recent blog post, You’re not selling your time. And you’re not
Many of the accountants I speak with ask me the same question. How can they best attract new clients? I will rarely offer advice however until I have found out enough about the accountant, their firm, their services, their likes and dislikes and what they have tried previously. The simple reason is
There is an old adage that says if your practice fails to grow it will stagnate. Is that true actually? I think, it depends on what one means by ‘grow’. Grow the client base? Turnover? Profits? Range of services? Efficiency? I prefer the word 'evolve' as I'll explain below. Many years ago
Most general practitioner accountants I talk with (and I talk with a lot of them) are, obviously, generalists rather than specialists. They started out as general practitioners and stay that way as their client base has always been quite disparate. Many of those who specialise do so only because they originally trained
At last week's meeting of The Inner Circle for Accountants our headline discussion topic was: "Improving the profitability of your practice" I offered an early observation that “If you don’t have profitable clients, you don’t have a profitable practice”. What I mean by this is that if your clients do not generate a profit for you,
A popular approach to getting your attention (and often your money) is to instruct you that there is 'one thing' you must do. What do they say? Many journalists, consultants and sales people assert that there is just 'one thing' you must do to remain in practice, to generate new clients, to increase your fees or
This was the headline to a question I was asked recently. I have summarised the question below and expanded on my reply and advice as this may help other accountants too. Question How can accountants use LinkedIn for marketing purpose? I have a company page, I have a profile, I am in some groups
