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

Are you undermining your credibility by being too modest?

By |2019-08-20T11:11:24+01:00August 20th, 2019|Accountants, Business messaging and branding, Dependability and trust, Referrals, Reputation, Sole practitioners|

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

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

Who gets to decide what are your top skills and expertise?

By |2021-04-13T11:01:08+01:00January 8th, 2019|Accountants, Business messaging and branding, Career development, Experience and expertise, Key Business skills, Linkedin|

What are your top skills?  The key question though is not what YOU think they are, but what other people believe you are good at. What do your contacts and connections say when they reference and recommend you? And what do your clients say? A few years ago I had a surprise

Don’t let yourself be lulled into inaction

By |2018-11-20T16:48:23+00:00November 20th, 2018|Accountants, Business advice, Cloud accounting, Conversational impact, Experience and expertise, Future, Servicing clients, Sole practitioners|

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

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

Are you a specialist or a generalist accountant?

By |2021-03-22T11:56:46+00:00July 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

What’s the first thing you need to find out from a new client?

By |2018-05-28T10:29:23+01:00May 29th, 2018|Accountants, Business advice, Business messaging and branding, Starting out|

When you are approached by a prospective new client it is tempting to simply give them what they say they want. Most often this will be a fee quote to help them with their annual compliance obligations. As this area of work becomes more commoditised so you need to distinguish yourself from other accountants.

How to short-cut the Networking process

By |2018-05-22T23:06:51+01:00February 27th, 2018|Accountants, Networking, Reputation|

Networking is not for everyone. Whilst some accountants enjoy attending regular networking events, I regularly hear tales of woe from those who find it a frustrating waste of time.  There are also plenty of accountants who do not like the idea of chatting with strangers very appealing. You will rarely meet someone at a networking

Cloud accounting – Do you lead your clients or let them lead you?

By |2017-11-22T11:38:12+00:00November 22nd, 2017|Accountants, Business messaging and branding, Cloud accounting, Experience and expertise, Productivity, Servicing clients, Sole practitioners, Starting out|

This is the first of what I anticipate will become a series of cloud accounting related blog posts. Back in 2009 I disagreed with those commentators who were warning accountants about an urgent need to embrace cloud accounting technology. The alternative, warned these merchants of doom, was that accountants who failed to embrace the cloud

Why do accountants need to be enthusiastic?

By |2017-10-10T09:30:39+01:00October 10th, 2017|Accountants, Appearance, Business messaging and branding, Career development, Conversational impact, Dependability and trust, Experience and expertise, Following up, Giving, STANDING OUT|

Everyone who knows me recognises my enthusiastic nature. When I was younger I may even have been a touch too enthusiastic. I now recognise that it can unnerve those around you if you are evidently more enthusiastic than everyone else. That was an important lesson for me some years back. So now, older and wiser,

Where do you want your promotional messages to be seen?

By |2021-05-11T15:53:02+01:00September 26th, 2017|Accountants, Business messaging and branding, Facebook, Linkedin, Marketing and promotion, Social Media, Twitter|

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 will find your chosen Market and

Why do you want to promote your firm?

By |2017-09-12T06:50:48+01:00September 12th, 2017|Accountants, Social Media, STANDING OUT, Websites|

A recent conversation with an accountant I've not worked with before started as follows: Accountant:  Do I need to promote my firm better? Mark: Probably, but it depends on what you want to achieve. Accountant: What do you mean? Mark: Marketing and promotional activities work best for accountants when you have first identified clear objectives. Otherwise you're likely

Go to Top