This list started as a quick note of ways in which you might STAND OUT to people who meet you, but for the wrong reasons. In each case I suggest that the issue is one which will probably undermine your credibility even if you are remembered. There is little benefit in being remembered for the wrong reasons as you will not then win the referrals and recommendations you seek.
As I started thinking further about this the list has grown longer. If you can think of anything else please add your comments below. And equally if you disagree with anything below please share your reasons:
- A limp loose handshake
- Errors on your business card
- Amateurish logo design
- Inability to look people in the eye when talking to them
- Broken links on your website
- Talking too much when you meet people
- Having an info@ style email address
- Branded vistaprint or moo ‘business’ cards
- Breaching client confidences
- Being rude, unpleasant or miserable
- Looking a mess
- Claiming to have a USP that is clearly not Unique
- Excessive non-business related tweets (on twitter)
- Failing to look people in the eye when listening or talking with them
- Being dirty or smelly or both
- Unprofessional looking marketing materials or website
- Inconsistent claims as to your expertise online
- Highlighting irrelevant features of your service offering
- Tiny font on your business card
- Inability to talk about anything other than accounting and tax
- Being arrogant (unless you are a litigator when it MAY be a less unattractive quality)
- Adopting copycat or other tactics that do not appear credible or congruent
- Lack of clarity as to your ideal new client
- Appearing to be lethargic and lacking energy and enthusiasm
- Extensive irrelevant or boring conversation
- Use of inappropriate language online or face to face
- Failing to keep your promise as to how and when you will follow up
During my talks on ‘How to STAND OUT’ I explain that my focus is on the perceptions that we create when we meet people for the first time. Most accountants would prefer to encourage a positive perception. There are few people who would form such a view if faced with any of the above. First impressions count so we all want to avoid STANDING OUT for the wrong reasons.
Do you agree, disagree or have suggestions of other things accountants could do that might constitute STANDING OUT but for the wrong reasons?
I would add the following:
– turning up late
– moaning about the traffic/public transport journey
I would add talking in technical jargon by quoting case law and section numbers.
Offering negative comments about the persons current accountants, prove why you are better, not why the current incumbent is worse than you!