A popular approach to getting your attention (and often your money) is to instruct you that there is ‘one thing’ you must do.
What do they say?
Many journalists, consultants and sales people assert that there is just ‘one thing’ you must do to remain in practice, to generate new clients, to increase your fees or to achieve your heart’s desire.
Is it ever true? Rarely in my experience. This means that I inevitably then start to question the credibility of those who make such statements. If they can make such nonsense claims up front, why should I believe what else they recommend – whether it’s their own product/services or other actions I should take?
I first started to learn about and apply marketing and sale techniques in the mid 1990s. Then in 2006 I became an independent speaker, mentor and consultant – since when I have learned more than ever before. I’ve read hundreds of websites, white papers and books, watched many dozens of videos and attended goodness knows how many training courses and conference sessions. I continue to research and discuss related topics with experts and speakers every month (if not every week!) And all this time I’ve been working with accountants helping them to be more successful in practice.
So I can fairly confidently say that, in my experience, there is no ‘one best way’ to win clients or to become successful, that you MUST use.
There are no magic solutions that work for every accountant, no matter what some so-called experts say.
I have seen and worked with enough successful accountants over the years, and especially recently, to be able to say with absolute confidence that they achieved that success without worrying about doing any one or more of the following to achieve their objectives:
- Create facebook ads to send prospects to an automated webinar and a sales, ahem, strategy call to win clients;
- A fancy elevator pitch that somehow compels clients to hire the accountant the instant they hear it;
- An expensive flashy website;
- A personalised or custom built app;
- A distinct digital marketing strategy (It’s just part of the marketing mix);
- Blog regularly or pay someone else to do this for them;
- Enter local business or sector awards;
- Send out regular emails filled with manufactured controversy to try to create the impression the accountant has a distinct personality;
- Badger people with Linkedin messages ‘adding value’ they didn’t ask for or pestering them to get on a call with the accountant or join the group set up to market to them with;
- Become active on social media to show that the accountant is modern and regardless of who they are really trying to influence;
- Become a recognised expert and hope that somehow clients will flock to the accountant’s door to benefit from their expertise.
I’m exaggerating for effect of course. All of these things work for some accountants. Typically only AFTER they have undertaken significant preparatory work as to their target market place.
The key point
The key point is that you don’t NEED to do all or any of these things.
There is no ‘one best way’ you must pursue. Only what works for you. That may be the same as works for other practices similar to yours, or it may be quite different because YOU are different, your practice is different, your style and approach to business is different and your target clients are different.
In my experience the only real commonalities across all accountants in practice are the outputs of your service ie: the accounts and the tax returns.
Why do people talk about the ‘one way’?
I think there are 5 reasons why so many people tell you there is ‘one best way’ to achieve your objectives:
- They have seen other people they admire adopt this approach. “If it works for them, it will help you generate business too” – This ignores the fact that your practice, prospects and approach to business might be quite different;
- It is often self-interest. The ‘one best way’ is what they want to sell to you;
- They assume that you have done some crucial background research, specific to your practice, that might warrant such a course of action;
- It could be evidencing their limited experience. That ‘one way’ is simply something that worked for them; or
- It is the only way they were taught on a course and they are unaware of other options and alternative approaches.
Most of the accountants I speak with are almost as cynical of such assertions as am I. All of us with a degree of real life experience know that there’s always more than one way to do things.
And when it comes to being more a more successful accountant, the key is to find a way that works for you and matches your skills and preferences. It needs to be appropriate for your approach to business, your target clients and your objectives.
What you MUST do ;-)
Of course, there are some things you MUST do if you want to speed up the process of achieving more success in your practice:
- You must figure out what you’re great at and that clients value;
- You must find a way to connect with those clients that allow you to add value to them;
- You must show up on a regular basis in their lives to add more value, build credibility and establish trust; and
- You must recognise that YOU need to be able to ‘close’ the deal to bring in new clients, regardless of which marketing and promotion activities you adopt.
There are lots of different ways you can do each of these things.
All of the ‘one best way’ methods work for someone. The trick is to find what works best for you and that you’ll actually do.
The ‘one thing’ I can promise you is that if you take no action and continue doing what you’ve always done, simply wishing things were different will not change anything.
If you’d like to discuss how I might be able to help you, please get in touch and let’s have a chat>>>
With credit and thanks to Ian Brodie whose recent email inspired this blog post.