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
What's your 'And'? Yes, we know you're an accountant. But what else are you? What else do you do? What else interests or fascinates you? A new book, written by my friend, John Garrett, explores how sharing your personal passions improves work performance, builds culture, and strengthens relationships with colleagues, clients and
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
There are three types of accountancy practice in the UK. Those who don't want many new clients, those who rely on random referrals and those who take responsibility for generating leads. I have long accepted the existence of the first group who tend to have established practices, are working at or close
I recently spoke with Guy Clapperton, an old friend, and I thought it was worth sharing his media tips with the accountants who read my blog, and those who receive my weekly 'Magic of Success' emails. In this short interview you will find your preconceptions challenged by the insights and advice that
I recently asked this question on Linkedin: Do you stop prospecting in August? The most common response I received echoed my own view. NO. Don't stop prospecting - if you want to grow your practice. I have long recognised that NOT everyone goes away (even when they can). NOT everyone takes a
Survey after survey tells us that most accountants get most of their best new clients through referrals. And many experienced accountants claim that no other activities and no marketing investment ever seems worth the effort. The following sentiment is typical of what I hear: “I get all the new clients I want
We know we need to treat every client individually even though we may assume that what they want and need is pretty much the same - in general terms at least. Clients like to be treated as individuals, listened to and treated as special. A common mistake many accountants make is to
Many accountants who seek my input or advice want to know how to get more clients. Implicit in their question is the idea of identifying, attracting and securing the right type of strangers as clients. By which I mean people who did not know of them previously. Often these accountants want quick
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
Did you attend networking events before the lockdown? I know loads of accountants don't like the concept. Others do it reluctantly and some actually enjoy it. The same is true for those online networking events that have replaced face to face events during the lockdown. In my experience you probably have one
I was asked this question by an accountant who runs their own practice: "Is it ok to try to win new clients at this time?" They had seen other people being criticised online for pitching for work. We've probably all seen the messages containing overt sales pitches. And others that include 'special
Classic. Talking with a partner in a top 50 firm of accountants, I asked how they get most of their new clients. It was no surprise he answered 'referrals'. Many accountants and lawyers, claim that they secure most of their new work through word of mouth referrals. This suggests that clients are
Thinking of expanding your service offerings? It doesn't matter whether you want to start providing 'advisory' services, tax advice or any other services. The same rules apply. And if you fail to take these into account you will struggle to make a success of your new 'offering'. If you are going to
I have long advised audiences and clients that claiming to have a Unique Sales Proposition (USP) is typically a mistake - as the word 'unique' means 'unlike any other'. Rarely do I ever encounter accountants with genuinely 'unique' offerings for clients. And it will be counter-productive to assert that something about your
In recent years a number of commentators have suggested that we need to adopt a new mindset. Instead of distinguishing our marketing and sales activities dependent on whether our focus is 'B to B', or 'B to C', they want us to recognise that, today, everything is 'H to H'. The idea
If you’re like most established accountants you probably believe that most of your new clients come from word of mouth and client referrals. Whether or not that’s really the case for you I doubt you have thought about how you could make it easier for your contacts to make good referrals to
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
You have probably heard the old networking idea 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
A little knowledge is a dangerous thing. Increased knowledge can be worrying and a lot of knowledge is empowering. This is something it took me years to learn when I was in practice. Think about your own knowledge of how a specific tax rule works. One you don't have cause to think
Throughout my career it was the case that trainee accountants studied a wide range of technical topics. We were tested on what we had learned and on how we would apply our accumulated knowledge in practice. Then, typically after qualifying, we found out from our managers and partners that we needed to
Most of the accountants I meet claim that most of their best new clients come through referrals. When I dig deeper I find this is typically for one of the following reasons: They remember that their most recent new clients were initially generated by referrals; They don't get many new clients and also
Whilst I pose this question about competitive forces in the context of accountants, you might also find the concept helpful when talking with clients. Michael Porter first published his five forces model in a 1979 article published in the Harvard Business Review. In the context of an accountancy firm looking to the future,
When I suggest to accountants that they call clients and ex-clients to 'keep in touch', my advice is often received with a shiver. If you are comfortable picking up the phone and calling clients and ex-clients for a chat, you won't get anything from this blog post. On the other hand, if
