The Positioning Masterclass
How to position yourself as an expert in your industry, charge fees of £7000 - £15,000 per client and generate 10-15 ideal clients a year from proven marketing activities
From the desk of Reza Hooda, FCA CTA
Dear practice owner,
I remember when I first became a partner in my firm, Walji & Co, back in 2007.
I was young, driven, and had all of these grand aspirations about how much I could grow the firm and how many hundreds of clients I could add to the books.
And as many do, I very quickly realised that it wasn’t going to be this straight forward…
Over the next few months and years we started growing, slowly, from the steady stream of referrals that we kept winning from happy clients. But every time I tried to accelerate that growth, I’d end up spending lots of time, energy and cash trying different marketing activities that only ended up winning a handful of low-value clients, or nothing at all.
I had no idea what I was doing.
Over the years I've tried it all - networking, BNI, telemarketing, cold calling prospects myself, sending cold direct mail letters, buying new company data from companies house - and I’d convince myself that it was the right thing to do - but every time I ended up in the same place - nowhere.
It wasn’t until I made one change in my practice that things started to fall into place…
Up to this point, everything that I had tried in terms of marketing hadn’t worked. But it wasn’t that the things I was trying don’t work, it was because I was approaching them all wrong.
I realised that instead of marketing, what I needed was something closely linked...
I needed to focus on positioning.
To be able to position myself and my firm in the minds of our ideal clients as a high-value firm, and then to create a marketing strategy that enabled me to target these people and convert them into clients.
And over the next few months, as I started to adopt my mindset and approach to focus on positioning, I noticed that we started not only winning more clients, but winning clients that wanted to pay us a much higher average fee than we would have ever been able to charge previously, so much so that we now have an average fee of £7000 (which is closer to £15,000 for my ideal clients) and win anywhere from 10-15 of these clients a year from a series of proven marketing activities.
It’s this approach to positioning and these proven activities that I want to share with you.
Which is why I’m pleased to bring you one of four foundational masterclasses I’ll be releasing over the next 12 months - The Positioning Masterclass.
The Positioning Masterclass is a collection of training, tools and resources that will give you everything that you need to position your firm to your ideal clients, and start marketing your practice and generating leads.
It’s the result of years of hard work, trial and error, and trying to figure out a way to market my practice that actually generated high-value clients.
In short, it’s the process I’ve followed to become a credible and leading expert in 2 industries, win over £175,000 worth of business in the last 2 years and have an average fee of £7000 in my firm.
Positioning is 1 of the 4 foundational pillars
In order for a practice to be successful, and to give the owner the time, freedom and money that they deserve, there are 4 foundational pillars that need to be in place.
Pricing
Learn how to optimise and increase your pricing so that you charge what you’re worth confidently and consistently. This is where we start. It unlocks additional profit that we can use for the next 3 foundations.
Process
Increase your efficiency (and unlock even more profit) by implementing the right technology and processes. Become more ‘hands-off’ as your people and processes start to do some of the heavy lifting for you.
People
Discover how to build a highly motivated, high performance team. Make recruiting them and retaining them easy. Implement a Results Only Work Environment (ROWE) that gives them freedom and autonomy.
Positioning
Identify who your ideal clients are and learn how to find them and convert them. Establish yourself as a credible authority in your market in order to create a consistent pipeline of new prospects.
Positioning is a critical part of the 4 pillars framework.
Without it, it doesn’t matter how good your people, process and pricing strategies are, you’ll keep winning lots of low-value clients that eat up your time and don’t generate the fees that you want.
What's do you get in the Positioning Masterclass?
The Positioning Masterclass contains over 120 minutes of proven training and education, all backed up with handouts, tools and resources to help you with your implementation.
Here’s a glimpse into what you’ll get when you purchase the Positioning Masterclass:
Marketing Funnel
A birds-eye overview of The Accountants Marketing Funnel and the different stages of your prospects journey to working with you
Niching
The truth about niching that very few marketers will ever admit. Here's a hint - I am an expert in the property sector, but I still win clients from other sectors all the time.
Strategy vs. Tactics
Discover how to differentiate between Strategy & Tactics, and why starting with the latter is the reason why 98% of accountants fail at marketing
Ideal clients
The exact process for figuring out who your ideal clients, what makes them tick and where they can be targeted best
Content Creation
My super simple method for getting started with content creation... fast! It's so simple, you won't believe you didn't do it sooner.
Credibility Booster
A proven approach to raising your credibility, building relationships and getting known in any industry. It's worked in 2 for me...
Linkedin Marketing
How to use Linkedin to generate new clients (including how I added £100K in recurring fees in just over 12 months)
Lead Magnets
A framework and step by step guide of how to create your very own lead magnet to build up a bank of ideal client emails while you sleep
Swipe-and-deploy ebook
My swipe-and-deploy e-book on tax saving strategies (UK centric) that you can add your name and logo to (free of copyright) and start generating leads today (will be available in September). I have used this to attract clients who have ended up paying over 5 digit fees for tax advisory work.
And much more!
It’s the most complete training I’ve ever delivered on marketing and positioning to date.
How does it work?
The Positioning Masterclass is a self-paced course that you can work through at your own pace. Once you complete your purchase, you’ll have instant access to all of the training videos, materials and resources that you need to start your positioning journey.
When you purchase, you’ll also receive details of our Private Positioning Whatsapp group - where you can chat with other members of the course to ask questions and swap ideas. I will also be in this group to share my thoughts and feedback on things.
What's the cost?
In just the last 2 years, everything that I teach in the Positioning Masterclass has generated me over £175,000 worth of business. It’s what I’ve used to take my firm's revenue to just under £1 million per year.
Across all of the clients that I work with, our average fee is £7000 (but typically new clients are onboarded at £15,000 - £25,000 per year).
The cost to purchase the Positioning Masterclass is just 3 monthly payments of £375 + VAT.
There is a full 30-day money back guarantee so if you’re not satisfied with the contents of the course, you can request a full refund with no questions asked.
Not only that, for anybody that purchases the Positioning Masterclass, you’ll get a 10% lifetime discount should you ever wish to join my monthly mentoring programme where I share all of the tools, resources and training you need to completely transform your practice.
If you’re frustrated with only winning low-value clients, and you want to become a credible expert in your industry that can consistently and repeatedly win clients with high-average fees from marketing, then the Positioning Masterclass is for you.
It’s the training that I wish was available back when I started in 2007.
All the best,
Reza Hooda FCA CTA
P.S. If like me you tend to skim read, here’s the recap you’re looking for:
- Positioning is the key to attracting high-value and high-fee clients
- It’s what I’ve used to add £175K of new business in the last 24 months
- And it’s what allows me to charge average fees of £7000 per client (but typically between £15,000 - £25,000 for new ideal clients)
- The Positioning Masterclass is everything I’ve learnt over the years packaged up into one course
- It contains over 120 minutes of tried and tested training, along with handouts and resources to help you implement
- It’s completely self-paced, so you can do it in your own time
- You get access to an e-book on tax strategies for you to brand and use to generate ideal client enquiries (the same e-book has helped me to win 5 digit fees for tax planning work)
- You get access to a Private Whatsapp Group to help you implement
- This process is what has taken my firm close to £1 million in annual revenue
- The cost to join is just £375 + VAT per month
- There’s a full 30-day money back guarantee
- It’s the training I wish was available to me 12 years ago but it wasn’t
