Regular readers will know that, on this blog I share, what I hope is, constructive and unbiased advice for accountants in practice. Today I offer you a cautionary warning about what have been termed ‘marketing bullies’. The Believable Approach A few years back, after I spoke at Accountex, I recall being touched by one
It's another day, and I've seen another poorly thought through piece of advice for accountants to identify their USP. I have long disagreed with this generic idea of trying to identify your Unique Selling Point (USP) or your Unique Sales Proposition (USP). Instead I recommend a much more practical and realistic way for accountants
If you’re either a busy accountant and/or a regular at networking events, you probably get asked this question (How's business?") all of the time. You may also be asked by friends and family, ex-colleagues and prospective clients as well as by suppliers, associates and potential advocates. How carefully have you thought about the way
Some years ago I enjoyed a very long private business networking lunch. The whole group seemed to enjoy the event - perhaps because many of us had known each other for a while . One of the attendees I had not met previously was a chartered surveyor. After we’d spent a few hours together the
This true story helps to emphasise a key point - that may be relevant to your attitude with clients, colleagues and/or how you relate to staff with more specialised knowledge than you have yourself. Years ago, shortly after I had joined a new firm I remember an audit partner telling me about two tax
Some years ago, while on holiday with my wife, we stopped at a distinct and unique coffee shop where my experience prompted this blog post with lessons for accountants, bookkeepers and tax advisers. Espressolab was a fantastic little place where a range of bespoke coffees were also being roasted in a laboratory style environment.
One of the biggest changes to be heralded by the introduction of AI so far as accountants are concerned, links to one of my long-term messages for accountants. How can you stand out from the competition? And, as a result, win more of the business you really want? Even before the launch
Imagine you are at an accountancy conference along with dozens, maybe hundreds of accountants from other practices or who run their own firms. Now imagine I have asked you to look around the room at those other accountants and to indicate whether you feel that you are in any way special and different from
One of the accountants I mentor has long been 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. Some of the accountants in this category may, unintentionally,
Many accountants claim that they secure much of their new work through word of mouth referrals. This suggests that clients are making positive comments about their accountants. They may do that if they're particularly happy but in the same way any unhappy clients will be quick to complain about their accountants. I've heard a
I wonder if you make an all too common mistake. We all hope that clients will want us to provide a range of services to them. And we hope that clients will recommend and refer us to other prospective clients too… But, as I frequently point out, ‘hope’ is not a strategy. What do
My advice here re building and promoting your firm's brand is controversial. And of course there will be some exceptions. But I would urge you to read this post with an open mind before deciding whether or not YOUR firm really is one of those exceptions. Let's start with ten top accountancy brands. As
Are you like many of the accountants I meet who claim that most of their best new clients come through referrals? This is certainly great when it's true. But when I dig a little deeper I find that it's often not quite as accurate a statement as the accountants thought. It's an easy answer
When you are approached by a prospective new client it is tempting to simply give them what they say they want. Often this will be a fee quote to help them with their annual compliance obligations. As this area of work continues to become more commoditised, so will the need to distinguish
I’m often struck by the difficulty many accountants have when trying to identify what’s special about their firm or practice. Many assume that they do nothing different to any other accountant. Others have been persuaded they need to claim to have a USP. But, when asked, most accountants make the same hackneyed claims as
Have you ever thought you 'should' be doing more on social media and on Linkedin, but are not sure how or what to do? Or maybe you are very active online but are not getting the business benefits you really want? Are you envious or skeptical about the the results others appear to be
Accountants may not always be who they say they are online. If ever accountants needed proof that different social media platforms attract different people I think we now have it. A recent report in The Times revealed something quite shocking about the hashtag accountants. On reading this I then referenced the report on Linkedin
Although most of my clients have already built up a good base of clients, I am also often asked how can (typically less experienced) accountants and bookkeepers get more clients. And I see plenty of such questions in online forums. Of course there is no single activity which will work for everyone all the
I'm not normal. Normal people, apparently, don't buy anything online these days without first checking for online reviews. I do. Maybe you do too. But, apparently, even when most people are in shops, they will have a quick google to see what other people say about electrical items, furniture and toys. And this informs
It seems I’ve not updated my generic advice on this blog about accountants’ websites for some time. So I have pulled much of that advice together into this post. I say pretty much the same things whenever websites come up in conversation with accountants. They know I do not consult on, build
I have referenced what I call the 5Ms of marketing an accountancy practice before. This blog post is related to the fourth M. That is, which Media should you use to get your chosen Messages to your chosen Market? The answer to the question depends on where you are most likely to find your
One of the many recurring topics in my conversations wth accountants is their approach to quoting fees. Twice in the last week I have been asked my view on fee quotes sent out by accountants I am mentoring. They are not alone. I know from my webinars and group sessions that plenty
Your clients are more likely to stay with you if they feel they are getting great value for the fees they pay you. The challenge comes when you and your client have different views as to what 'value' means in this context. Accountants often assume that great value means their fees are
In an ideal world, you would simply tell people that you are an accountant and your ideal prospects would then find you and ask to become your clients. Life isn’t like that. Even when these people do find out about your practice you need to have a process which brings them onboard
We all know the old adage “if you don’t ask, you don’t get“. So it is perhaps unsurprising that some people ask if we will reduce our fees. This even happens occasionally when accountants approach me for my NED-style mentoring support services. Fortunately it's very rare. But it has happened. A little
