I’ve said it countless times, and I’ll say it again: you are not “just another accountant”. You can’t be. And most decent clients don’t just buy your services. They choose you — your way, your energy, your experience.
Many people, who fall into the trap of assuming that there is little difference between accountants, seem unaware of two key factors:
- Their basic assumption confuses the output that accountants produce (eg: accounts and tax returns), which will be much the same regardless of who produces them, with the people providing the service; and
- Every individual accountant is distinct. Over 20 factors combine to make every accountant special and different.
Even if you offer similar services to others, you are not a clone. You’re not an identikit version of every other accountant on the high street or online. And I say this even if you don’t have a specific niche or business focus.
If you’ve ever found yourself thinking, “What really makes me different?” — here’s your answer. In fact, here are over 20 factors that, combined prove that you are distinct. And the more obvious you make this to people the easier you make it for them to choose YOU for who YOU are.
👉 Your background
Where you’ve come from, personally and professionally, as well as your reasons for starting to run your own practice, shapes how you see the world.
👉 Your experiences
Every job, client, and challenge you’ve faced adds to your unique perspective.
👉 Your training
Whether you trained in a Big 4 firm, mid-size firm, small practice, or in-house, it leaves a lasting imprint. Also, your professional qualifications (or lack of them) distinguish you from those who studied with other professional bodies.
👉 Your clients
The type of clients you have worked with, and want to work with, influences how you operate.
👉 Your style
How you present yourself, speak, and interact makes a big difference to how people relate to you.
👉 Your approach
The way you go about your work, reactive or proactive, relaxed or structured, will influence your communications with clients and others.
👉 Your preferences
Whether it’s tech, tools, client types, hours of work or any of the other factors on this list, your choices make you distinctive.
👉 The challenges you’ve overcome
Your resilience in tough times often says more about you than any qualification ever could. Maybe, like me, you didn’t pass your exams first time? That will have an impact on your approach as compared with those who sailed through.
👉 The difficulties you’ve faced
Your life struggles and experiences shape how you empathise with clients and handle pressure.
👉 Your responses
It’s not just what happens to you, but how you react, that defines your professional journey.
👉 Your contacts and connections
By definition you know different people to other accountants; Some people will know you very well others only know of you online, but they are all people you can refer to or call on to add value for your clients. And who may refer clients to you too.
👉 Your ambitions
What you want from your business – growth, lifestyle, legacy – sets your path apart.
👉 Your systems
The tech, apps and processes you rely on affect your efficiency and client experience.
👉 Your fees
How you charge, the level of your fees and the confidence behind your approach, reflects how you value your own service.
👉 Your values and beliefs
What matters most to you, in business and in life, drives your decisions and advice.
👉 Your communication style
Some accountants are naturally more formal, others more relaxed, approachable or even humorous.
👉 Your team or support network
Even if you’re a sole practitioner, the people around you (in real life and online) shape how you and your firm is perceived.
👉 Your mindset or philosophy
How you think about success, growth, and service underpins everything you do. I must admit I love knowing that some of my best mentoring clients see me almost as a non-exec for their practice. Involving me in key decisions seems to give them greater confidence they are making the right decisions.
👉 Your reputation
What others say about you, online and offline, plays a huge role in how you’re perceived.
👉 Your tech choices and digital fluency
Whether you’re a tech enthusiast or more traditional, your attitude is likely to attract like-minded clients.
👉 Your sense of humour (or lack of it!)
Clients often remember how you made them feel — and a touch of humour goes a long way here.
That list is incomplete
One of the easiest ways to emphasise that you are not ‘just another accountant’ is to focus on serving a specific business niche or type of client. In practice, I know many accountants either find this hard to do or simply don’t want to do so. That’s why I haven’t included this concept in my list above.
The irony? Many accountants without a ‘niche’ don’t see what makes them different — because they’re too close to it.
But difference doesn’t have to mean dramatic. It just has to be true.
No two practices are the same. No two accountants are either. And the more clearly you can recognise (and communicate) what makes you unique, the more likely you are to attract the kind of clients who appreciate it.
And if you’re still not sure what really makes you stand out, don’t worry — sometimes a second pair of eyes and a few well-placed questions can work wonders.
