If you're looking to grow your accounting firm, it's worth taking the time to understand the "buyer's journey" to understand our client's journey into making an inquiry to work with us.
And if you study marketing as I've done over the years, then the marketers will tell you that there is...
It's not something that happened overnight. On the long road to getting my practice to where I wanted it to be, I learned everything I could from my seniors, experts in the field, and various mentors I was lucky to have. Right now, I have over 100 clients, we have seven full-time fee earners and...
We've all been there...
A colleague, friend, or family member asks you for a favour.
Your brain doesn't get a chance to even think about it before the words spill out -
"Yeah, sure, okay!".
WHY DID I JUST AGREE TO THAT?! - Your internal monologue screams!
So how do you get enquiries from your ideal clients?
Is it by referral?
Is it through social media?
Or is it via your email list?
Referrals are great but they aren't always predictable.
So what you need is a marketing system that generates a predictable number of...
Clients don't care about you
Harsh, but true
They only care about what you can do for THEM
How you can help them overcome their problems
Or realise their dreams
So don't start off a meeting talking about you, your firm, how many offices you have etc etc
There are two types of #accountants
Which camp are you in?
Are you the internal focused accountant or the client focused accountant?
When you're internally focused you:
charge based on time spent
believe your people are a commodity
let your clients take 100% of the risk of working...
It'll be quicker if I just did it myself...
It's gona take so long to explain this to her, I'll just get it done myself
No one can do it as well me so I'll just do it
It's a common curse of the business owner!
But it is also the reason why you end up working crazy...
Don't make this BIG mistake!
So you've had a great meeting with a potential client
You get to the end and the prospect asks 'so, how much is that going to cost'
You say... "uh, i'll send you a proposal to confirm"
That is the worst thing you can do at the end of your...
That's too expensive
You: my clients are so price sensitive
No they're not!
Most people in society are not price sensitive
They are VALUE sensitive
If your clients:
They CANNOT be price sensitive ...
So this is what happened when I said to my team they could work when, where and how they wanted (back in 2018)..
Contrary to popular opinion at the time..
they didn't stop coming to the office
they didn't move to the Bahamas and work from a beach
they didn't all start working from...