Make it easier for people to remember what you do

By |2022-05-21T18:38:31+01:00May 24th, 2022|Accountants, Business messaging and branding, Experience and expertise, Networking, Referrals, Sole practitioners|

We know, don’t we, that good communication is important in business. In my view, one of the most fundamental pieces of communication is how we talk about what we do.There are many challenges to be overcome here. We want to avoid sounding just like everyone else in the same field. We want our

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,

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

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.

How to feel more self confident with clients and prospects

By |2022-02-20T17:44:05+00:00September 21st, 2021|Accountants, Dependability and trust, Marketing and promotion, Mentoring, 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

What can you do if you want to attract a better type of client?

By |2021-09-10T18:48:26+01:00September 7th, 2021|Accountants, Business messaging and branding, Experience and expertise, Marketing and promotion, Networking, Referrals, Reputation, Sole practitioners|

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 I was mentoring expressed this quite

Why you need to build your personal brand – and how to make this work for you

By |2021-07-19T10:28:07+01:00July 20th, 2021|Accountants, Business messaging and branding, Conversational impact, Dependability and trust, Experience and expertise, Networking, Reputation|

What do people say about you when you’re not in the room? What would you like them to say? Few accountants seem to think this through. If you are clear about what you want people to say though you are likely to find success a lot faster than anyone who is ‘just

Why you’ll find more success if you have an angle

By |2021-07-13T11:06:26+01:00July 6th, 2021|Accountants, Business messaging and branding, Lead generation, Marketing and promotion, Mentoring, Networking, STANDING OUT|

Too many accountants struggle to distinguish themselves from their competition. This is a shame as it is what makes each of us different that makes us memorable and the reason why we are referred and recommended. And then why we are engaged by clients. Challenge this if you must. Tell me that

Why you need to tell people who you are – beyond being an accountant

By |2021-06-28T13:32:35+01:00June 29th, 2021|Accountants, Appearance, Business messaging and branding, Experience and expertise, Marketing and promotion, Networking, Referrals, STANDING OUT|

No one is 'just an accountant'. And you know that already. But how clear do you make this on your website, your online profiles and when you are networking? Lots of accountants make the mistake of assuming they only need to evidence their credibility as an accountant. And it's true that sometimes

What’s your ‘And’?

By |2020-09-21T11:25:01+01:00September 22nd, 2020|Accountants, Career development, Conversational impact, Networking, Reputation|

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

How effective is your reply to the question: What do you do?

By |2020-10-27T10:58:28+00:00September 8th, 2020|Accountants, Business messaging and branding, Career development, Conversational impact, Networking, Sole practitioners|

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

How special and different are you from other accountants?

By |2020-09-07T18:07:29+01:00June 16th, 2020|Accountants, Appearance, Business messaging and branding, Marketing and promotion, Networking, Referrals, Reputation, Sole practitioners, STANDING OUT, Websites|

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

Generating the business you want without networking

By |2020-11-20T10:00:16+00:00May 20th, 2020|Accountants, Business messaging and branding, COVID-19 related, Marketing and promotion, Networking|

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

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

Are you prioritising the right type of training?

By |2021-04-13T11:02:08+01:00March 12th, 2019|Accountants, Career development, Dependability and trust, Experience and expertise, Key Business skills, Networking|

Weird question? I know. But stay with me for a moment. For as long as I can remember accountants have treated CPD as being synonymous with technical training - by which I mean technical updates and courses intended to explain new rules and regulations. And surely we have to prioritise such training?

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

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

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