“Most of my work comes from referrals.”
It’s a common claim. And it sounds like a solid marketing strategy.
But what if the people who could be referring you… don’t actually remember you?
That’s the missing link I’ve talked about for years and why I have a talk focused on. The 3 Rs: How to be better Remembered, Referred and Recommended. Most accountants rely on the latter two but you can’t skip the first one. Because if people don’t remember you, they can’t refer or recommend you.
It’s really that simple.
Why you want to be remembered
Because it opens the door to everything else. The right people can’t refer you if they can’t remember your name, your vibe, or who you help. It’s not just about making a good impression. It’s about making a lasting one.
You’ve probably experienced this yourself. You meet someone who seems lovely. You have a great chat. You even think, “I should refer so-and-so to them.” But a week later… you’ve forgotten their name. Or what they actually did. That connection goes nowhere.
What needs to be remembered?
Not your firm’s name. Not your logo. Not your website tagline. At least they’re not as important as YOU being remembered.
People refer people. Rarely do they say, “You should contact that firm of accountants XYZ & Co.” Far more often it’s, “You should speak to Claire – she’s great. She helped me loads.”
So it’s you they need to remember. Your name. What you’re good at. The types of clients you work best with. And ideally, something that makes you a bit different from other accountants. Something human. Something relatable. Even quirky.
I’ve been remembered for years as “the magician accountant.” But that’s just the hook. It gets me noticed – by journalists, conference organisers, accountants. But if I wasn’t also seen as helpful, insightful and pragmatic, the memory wouldn’t lead to referrals or recommendations.
Being memorable opens the door. Being good at what you do makes people want to walk through it.
Referrals vs recommendations
We all make referrals. “Try this app.” “Call this firm.” “Have a look at this website.”
A referral is a directional nudge – a suggestion. But it carries no guarantee. No personal stake.
A recommendation is different. It’s an endorsement. It’s when someone says, “I’ve worked with them. I trust them. You won’t regret it.” That carries far more weight than a simple referral.
And crucially – people are more likely to make that leap to recommending you when they feel like they know you. Not just your work. You.
So let people in. Show some personality. Be more than just professional.
What makes you memorable?
Most of us find it easiest to remember things and people who stand out from the crowd and the norm
And that can be a double-edged sword.
Remember “Double Business Card Charlie”? He proudly told me he’d handed out over 2,000 cards at networking events. “Never got any referrals,” he said. “Waste of time.”
He stood out, alright – as a bit of a nuisance. He wasn’t remembered fondly. He was remembered for being all about himself. And that’s not the goal here.
Think instead about the people you remember positively. The ones who shared a personal story. Who listened well. Who had a spark. Who made you laugh or made you think. They stood out because they were different. Genuine. Authentic.
You can do the same.
How to be better remembered
It’s not about wearing a bowler hat or dressing in purple (yes, I’ve met people who did both in an effort to stand out). It’s about finding simple ways to let the real you come through.
Let people know what you care about. What excites you. Share stories from your day-to-day work or life. Use your own voice – not the generic, polished tone you think accountants should use.
The more you lean into being your authentic true self, the easier it becomes for people to connect with you, remember you, and yes – refer and recommend you.
Want to explore this more deeply with me one-to-one?
Sometimes a short conversation is all it takes to unlock a fresh perspective. You’re welcome to book a time for a quick chat.
Or, fancy being part of a supportive group of like-minded accountants?
My Sole Practice Club is full of helpful, generous accountants who ‘get it’ and share the same challenges. Check it out and let me know if you’d like to discuss joining up.
