Future Focus: How strong and evident are your human qualities?

By |2019-10-29T15:50:43+00:00October 29th, 2019|Accountants, Career development, Future, Key Business skills, Marketing and promotion, Strategy|

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

Being Known, Liked and Trusted is not sufficient. There are 5 steps in the chain.

By |2019-08-12T11:46:07+01:00August 13th, 2019|Accountants, Appearance, Dependability and trust, Experience and expertise, Facebook, Linkedin, Marketing and promotion, Networking, Referrals, Reputation, Social Media, Starting out, Twitter|

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

How to do better than simply say that your business grows through referrals

By |2019-07-16T09:52:45+01:00July 16th, 2019|Accountants, Business messaging and branding, Marketing and promotion, Networking|

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

Which Competitive Force will most challenge you and your firm?

By |2019-06-19T12:55:27+01:00June 19th, 2019|Accountants, Business advice, Future, Marketing and promotion|

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,

How self confident are you, really?

By |2019-04-30T20:54:32+01:00April 30th, 2019|Accountants, Business messaging and branding, Conversational impact, Experience and expertise, Marketing and promotion, Networking, Sole practitioners|

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

Practical solutions for accountants who don’t want to choose a niche

By |2019-02-05T09:52:08+00:00February 5th, 2019|Accountants, Business messaging and branding, Experience and expertise, Marketing and promotion, Networking|

There is no doubt in my mind. The more focused you can be as regards your ideal clients the more chance there is that they will recognise you as an accountant they should approach. And, if you have a clear focus, the easier it will be for other people you know to recognise

Do you make this mistake online instead of creating a good first impression?

By |2019-01-29T09:37:03+00:00January 29th, 2019|Accountants, Appearance, Facebook, Linkedin, Marketing and promotion, Social Media, Twitter, Websites|

I have never ‘swiped’ someone’s profile picture as online dating didn’t exist when I met my wife. The whole concept of swiping left or right is quite alien to me. I was curious though so asked a friend to show me how this ‘swipe left’ and ‘swipe right’ business works. It quickly became

What can you do about all the competition from other accountants?

By |2019-01-21T09:20:41+00:00January 22nd, 2019|Accountants, Business messaging and branding, Linkedin, Marketing and promotion, STANDING OUT, Strategy, Websites|

One of the accountants I spoke with recently has been struggling for over three years to build their own practice. Although they had won a fair few clients in year one, some have since moved on. The accountant feels their service is good enough and that their fees were not excessive.  They

Want to attract a different type of client?

By |2018-12-18T09:38:12+00:00December 18th, 2018|Accountants, Business advice, Business messaging and branding, Marketing and promotion, Websites|

When I ask accountants what they would like to be different in their practice, one theme is more common than any others. They frequently express the desire to have better quality clients, to increase their average fees and to be doing more interesting work. One sole practitioner accountant expressed this quite succinctly.

Debunked: Building brand awareness for your accountancy practice

By |2018-10-11T09:49:19+01:00October 9th, 2018|Accountants, Business messaging and branding, Linkedin, Marketing and promotion, Sole practitioners, STANDING OUT, Twitter|

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

What are you really ‘selling’ as an Accountant?

By |2018-09-16T16:44:37+01:00September 18th, 2018|Accountants, Business messaging and branding, Experience and expertise, Marketing and promotion, Networking, Sole practitioners, STANDING OUT, Starting out|

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

What’s the best way for an accountant to win new clients?

By |2019-01-15T09:16:02+00:00September 11th, 2018|Accountants, Business messaging and branding, Experience and expertise, Marketing and promotion, Social Media, Sole practitioners, STANDING OUT, Strategy|

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

Are you a specialist or a generalist accountant?

By |2018-07-23T15:56:13+01:00July 24th, 2018|Accountants, Business messaging and branding, Career development, Marketing and promotion, Sole practitioners|

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

If you cannot ‘complete the sale’ you’ll struggle to win new clients

By |2019-02-21T13:38:44+00:00June 12th, 2018|Accountants, Following up, Key Business skills, Marketing and promotion, Networking, Starting out|

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

The 3 reasons you cannot rely on referrals if you want to grow your practice

By |2019-03-04T18:43:31+00:00March 27th, 2018|Accountants, Marketing and promotion, Referrals, Reputation, STANDING OUT|

Most established Accountants running their own firms claim to get most of their better new clients via referrals.  is this true or relevant to less established practices? 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