\n
Ever wondered why someone seemed interested in your services but didn\u2019t become a client?\u00a0 Or why building up your client base is tougher than you had expected?<\/p>\n
You\u2019re not alone. Most accountants haven\u2019t been shown how prospective clients actually<\/i> make decisions. And it doesn\u2019t matter whether they find you online, on LinkedIn, on social media, through a paid ad, a networking event or even a personal introduction.<\/p>\n
So let\u2019s demystify it. And in so doing I hope you\u2019ll better understand why I have been banging on for years about the wider skills accountants need beyond the accountancy services that clients need from you.<\/p>\n
Today the focus is on one of the many skills you need to build a practice that goes beyond the ability to produce a set of accounts and tax returns.<\/p>\n
Some might call it \u2018selling\u2019; I prefer to think of it as learning how to help clients buy the services they need.<\/p>\n
Here\u2019s a classic 10-step process adapted for how people buy from accountants.\u00a0 I\u2019ve made it very specific to help you engage more of the prospects that express interest in your accounting services; and so that you can increase the numbers that become clients on your terms. All without you having to do anything pushy or salesy.<\/p>\n
1. Connect and introduce yourself<\/strong><\/p>\nThis could be via a message on LinkedIn, a reply to an enquiry, or a \u201cnice to meet you\u201d after someone recommends you.<\/p>\n
Your website needs to do this too. If it doesn\u2019t mention YOU or let strangers learn something about YOU, only a minority of those who find your website will call or email.<\/p>\n
Look at it from their perspective. Who are they connecting with?<\/p>\n
The point is: You\u2019ll generally get off to a better start by being warm, human and curious.<\/p>\n
2. Clarify what they\u2019re thinking and feeling<\/strong><\/p>\nThey may say they want \u201can accountant\u201d, but often they\u2019re feeling anxious, frustrated, or confused.\u00a0 They may not even understand exactly what accountants can do.<\/p>\n
However they found you, your first job is not to quote a fee. It\u2019s to be curious and interested to find out what\u2019s really<\/i> driving the enquiry?<\/p>\n
3. Help them realise what they need<\/strong><\/p>\nDo they need an accountant, a bookkeeper, a financial adviser or a tax adviser? Or more than one perhaps?<\/p>\n
Sometimes they ask for help with bookkeeping, but what they really want is clarity. Sometimes it\u2019s \u201cmy accountant retired\u201d, but really it\u2019s \u201cI was never sure they had my back\u201d.<\/p>\n
Help them join the dots between what they\u2019re saying and what they actually need.\u00a0 They may tell you what they didn\u2019t like about their previous accountant and you can assure them that you are different.<\/p>\n
Because you are different you should also find out what they DID like about the service they got from a previous accountant.<\/p>\n
Better to address anything they liked that you don\u2019t normally do. For example, many clients appreciate getting help to budget for future tax payments and\/or being reminded of imminent tax payments \u2013 even though you told them well in advance of the amounts due.<\/p>\n
4. Pitch both the emotional<\/i> and rational outcome<\/strong><\/p>\nYour ability to \u2018pitch\u2019 your services 1-2-1 in a more compelling way than other accountants is key here. ideally you can hit both the emotional and the rational factors.<\/p>\n
Instead of jumping straight to \u201cyes, we can prepare your accounts and do your tax return\u201d; ask relevant questions so that you can address the emotional side of what\u2019s on their mind. For example: \u201cWe can ensure you\u2019ll stop waking up at 4am worrying about cashflow\u201d.<\/p>\n
Once they feel like you \u201cget them\u201d, now is the time for logic. It\u2019s where you explain what they can expect from you both generally and especially as part of your \u2018onboarding\u2019 process.\u00a0 You\u2019re giving their brain the reassurance to back up what their heart already wants.<\/p>\n
5. Provide some proof<\/strong><\/p>\nStill part of the \u2018Pitch\u2019 process is the need to evidence that you\u2019ve helped other clients like this prospect. \u201cThat reminds me of a client who was in exactly your situation last year\u2026\u201d; or maybe just \u201ca very similar situation\u201d \ud83d\ude09<\/p>\n
Regardless of whether the prospect came from a cold ad or a warm intro, a bit of relatable proof goes a long way to buildng rapport and confidence.<\/p>\n
6. Present your pricing as fair to them and to you<\/b><\/p>\n
These days you\u2019re taking a big risk if you cannot quote at least a ball-park figure as part of your pitch. There are two reasons for this.<\/p>\n
The first is that many of us expect our advisers to be able to quote fees promptly. Unless a situation is very complex, an ability to immediately give some idea of your fee quote evidences a degree of experience and expertise.<\/p>\n
The second reason you need to be able to do this is because it\u2019s what more of your competitors are doing and your prospect may choose one of them rather than wait a few days to get your fee quote.<\/p>\n
This all means that you need to know what information to gather that will impact your quote. And also the caveats that it\u2019s only fair to mention too.<\/p>\n
7. Keep showing up and adding value<\/strong><\/p>\nThis is relevant if a prospect doesn\u2019t make an immediate decision \u2013 perhaps because they are talking to other accountants?<\/p>\n
If your prospect is active on LinkedIn then this is where your presence here comes into its own \u2013 you can use Linkedin to stay on your prospect\u2019s radar without hassling them. But the principle also applies if you prefer to follow up by email or via other online platforms.<\/p>\n
Send a helpful link. Mention something useful you discussed. Show that you\u2019re interested, not just following up to \u201cclose a deal\u201d.<\/p>\n
8. Reduce the risk<\/strong><\/p>\nPeople worry about making the wrong decision. You can calm that concern by offering a short call, a no-obligation review, or just a friendly \u201clet\u2019s chat\u201d.<\/p>\n
Wherever they came from, the more you can reduce any pressure they might feel, the more likely they\u2019ll move forward and choose to work with you.<\/p>\n
Some accountants spell out, up front, how the onboarding process works from a new client\u2019s perspective. If you do this, make clear that\u2019s it\u2019s part of your usueal process and shows how client-centred you are.\u00a0 Only a minority of accountants evidence this up front and yet it\u2019s a really helpful way to reduce any perceived risk of engaging your services.<\/p>\n
9. Remind them of the emotional result<\/strong><\/p>\nAs they edge closer to saying \u2018yes\u2019, bring it back to them<\/i>. \u201cThis is really about giving you more headspace and peace of mind, isn\u2019t it?\u201d A gentle reminder like that helps cut through any last-minute dithering.<\/p>\n
10. Make it easy to say \u2018yes\u2019<\/strong><\/p>\nYour \u201coffer\u201d might simply be: \u201cLet\u2019s get started with a short onboarding call.\u201d Or \u201cShall we pencil in a time to run through things next week?\u201d It\u2019s not about discounts. It\u2019s about clarity, comfort and momentum.\u00a0 It\u2019s about making it easy for them to say \u2018yes\u2019.<\/p>\n\n
Whatever channel your prospects come through \u2013 LinkedIn, search, ads, networking, marketing, referrals \u2013 they all go through some version of the 10-step journey I have explained here.<\/p>\n
Skip any of the steps and you risk confusion or hesitation. Follow them, and you give people a clear path to saying \u2018yes\u2019.<\/p>\n
And if this all feels refreshingly doable, but not something you\u2019re doing consistently, I\u2019m delighted.<\/p>\n
If you\u2019d like to discuss how you might support your transition to this approach remember that I mentor accountants who want to win more of the right clients, in a way that feels natural and comfortable. We focus on what works in real life, not sales scripts or marketing fluff.<\/p>\n
Fancy a chat to see if we\u2019d be a good fit? Or am I reaching too fast to get a \u2018yes\u2019? \ud83d\ude09<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"
Ever wondered why someone seemed interested in your services but didn\u2019t become a client?\u00a0 Or why building up your client base is tougher than you had expected? You\u2019re not alone. Most accountants haven\u2019t been shown how prospective clients actually make decisions. And it doesn\u2019t matter whether they find you online, on LinkedIn, on social media, […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11759],"tags":[4629,21020,16396],"dealstore":[],"offerexpiration":[],"class_list":["post-300924","post","type-post","status-publish","format-standard","hentry","category-accounting","tag-dont","tag-engage","tag-prospects"],"yoast_head":"\n
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