As an accountancy firm, one thing that you are going to want to make sure that you do is have plenty of clients. Clients are what make or break your firm and they can be one of the hardest of the business battles to win.
The good news is that there are plenty of top tips and tricks that you can use to your advantage to try and secure as many clients as you need. You just need to a) know them and b) be able to put them into action.
To help you with the first part of this client-hunting conundrum, I have put together some of the best things that you can do to ensure that your accountancy firm wins more clients.
Get that message across
You must find a way to ensure that you get any message that you need to share across to those who need to hear it. The best way to try and do this is to find a way that grabs attention. This could be a social media post that hits the mark, or it could be utilising SEO in a way that is going to bring in as much internet traffic and potential clients as possible.
You also need to make sure that when your message is noticed, that it is understood. You’ll need to think about the best way to get your message across. You want to ensure that it is concise and clear and that it is something that those who need to hear it are going to be able to digest easily.
Remember it is not all about you in your accountancy firm
It is important that you ensure that your clients understand what it is that sets your accountancy firm apart from the others out there offering the same service. However, your potential clients should never feel that you are all about the “me, me, me” approach.
It can be a hard balance to be able to sell yourself, without allowing this to take over, but it is not impossible. Your clients don’t want to feel that they are being talked at, they want to engage in a two-way conversation.
Instead of listing what you can do, ask them what they want or need. When you have this information, then you can start to present a solution that they are going to find hard to resist.
Link to their problems
Your clients are likely to come to you because they have a problem that they are going to need you to fix for them. This means that you are going to need to make sure that you always address their problems and fears. What is it that they need? What is their biggest issue?
You may only find out the information that you need by asking them key questions, and this can take time. However, it is one of the best tools that you have available to you.
When you know your clients, then you can start to tailor your marketing to them and this can be taken one step further by ensuring that you link to their issues and show them what you can do to try and make these less of a headache for them to bear.
Solve their problems with your accountancy firm
I have already somewhat touched on this in the above point, but it is always worth mentioning it again. The main aim of your interactions with your clients and the way that you are going to win them around is to offer solutions to the problems that keep them up at night.
This might be something that they have never tried or even thought of, it could even be hard for them to hear, such as something that they do that needs changing. Whatever it is, if you can offer a solution to something that has been on their mind, then this could be the best way to turn them into a potential client for the future.
If you want to stand out, then you need to be bold enough to be proud to be different. You want to ensure that the client looks at you and thinks, “They are the right fit for me.” This means that you need to make sure that you highlight what it is that makes you different from others.
There are several ways that you can do this; visual and tone of voice being two of these, which can then work together to convey the personality and culture of your business.
It might not be you are right for every single client, but, by ensuring that they understand who you are, they know that you are going to be the right one for them.
Make getting in touch with your accountancy firm easy
If you have put the hard work in to try and bring these potential clients in, then you need to make sure that they find it easy enough to take the next step and get in touch.
Research has shown that anything more than two steps may be too much for those clients to want to actually take the plunge and get in touch with you. So, simplify it as much as you can.
Not only should you have a contact form on your website, but you should have many other options too. Email, phone and social media are all ways that you can ensure that the clients that need to get in touch with you to find out more about what you can do, actually take the step to do it.
Work on that connection
The process of converting clients doesn’t stop when they get in touch. This is a key part of the journey and one that you need to get right. You want to make sure that you work on that connection, right from the initial correspondence.
Now, I am not saying that you should bombard them with messages, comments and emails in order to get them on board, but what you do need to do is ensure that you offer value to them.
Make sure that you are contacting them with something to say, offer them high-quality responses that relate to what it is that they need. Not only will this give them the help that they are looking for, but it will also show that you know just what you are talking about. Therefore cementing them becoming a client in the future.
Keep working at it
Once clients have become, well, clients, you need to make sure that you keep working on your relationship with them. Not only do you want to fulfil those initial needs for them, but you want to do what you can to secure as much of their business as possible.
To start with they may just be dipping their toe in the water, trying to find out more about what you can offer, but as you work on the connection and show them that you can be trusted, then there is more of a chance that they are going to dive right in.
Not only this, but they are also likely to refer your service to others just like them and many businesses will already know that word of mouth can be one of the most powerful marketing tools out there.
It isn’t always easy to bring clients into your accountancy firm, but it is possible. You need to focus on what it is that you can do, what sets you apart from the others out there and showcase that to your potential clients.
If you get it right, then you will soon enjoy the success and growth that you hope for and maybe even more!
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If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.