Good clients
When a potential client is searching for an accountant, you can be fairly certain he’s doing his due diligence during the selection process – carrying out careful research in order to find a provider that will be a suitable fit.
And as an accountant, you should be selective when hiring new clients, too. Putting in some work to attract the type of companies you want to work with will help you find clients whose patronage will evolve into meaningful and long-term business relationships.
Here are four ways to attract your dream clients:
No. 1 – Carve Out A Niche
You may already have a specialty without realizing it. By defining one or more niches, you not only make your firm more marketable – but you’ll be doing work you understand and potentially even enjoy.
In order to find your niche, think about the clients you already serve. Are they in a particular industry like retail, hospitality or tech? Take into consideration your passions, maybe even outside work, whether it be fitness or creative exploits, and factor these into the decision-making process.
Although the business of accounting is global, take a look at the particular business types in your area and build a specialty around them. Once you’ve built a local niche, it’s an easy jump to build a national and even international specialty. Take an area you feel confident about based on these requirements and measure its profitability, and you’ll make a more than viable selection.
Beyond strategic marketing and positioning, being yourself is perhaps one of the most effective ways of finding clients that are the right fit.
No. 2 – Make It Known You’re The Expert
Once you’ve decided on a vertical, it’s time to start building your expertise in the industry and positioning yourself as the expert in that area. Stay up to date with trends and developments in the field and watch out for new legislation that will impact it. Attending and potentially speaking at conferences for people in your niche is a great opportunity to learn and showcase your expertise.
A session that offers accounting advice for people in your industry will be memorable and helpful for them. Consider webinars as a way to get involved in an industry. Retool your website with a section focusing on your vertical and include stories from industry-specific clients whose businesses you’ve helped improve and other industry-relevant content including blogs. The more great content you give search engines, the better.
No. 3 – Leverage Advisor Directories
It’s important to showcase your industry and experience by every means possible and practicable online. Once you’ve got your website and social media locked down, creating an engaging listing on a high-traffic online directory will point the right clients your way. Xero’s re-platformed Advisor Directory has proven a significant source for client leads for their accounting partners.
It’s a highly customizable, free service for Xero partners – making it easy to communicate your practice’s vision and specialization. Potential clients can search the directory by firm size and industry experience, with each advisor’s industry information visible immediately on search listings.
Create a full practice profile that will enable potential clients to get to know you and even see the individual people working at your firm. The internet has made finding new clients easier than ever, but by leveraging the right kind of online resources you can put yourself in front of hundreds of clients who are right for you.
No. 4 – Be True to Yourself
Beyond strategic marketing and positioning, being yourself is perhaps one of the most effective ways of finding clients that are the right fit. As Geni Whitehouse recommends, when meeting with potential clients – whether that be through networking events or on sales calls – let your personality shine through.
By letting your quirks or unique sense of humor show, you’ll find out quickly who doesn’t "get" you – attracting the right type of client and weeding out those who you won’t enjoy working with. Avoid mirroring the traits of others in order to be likeable. Weave your personality into even the most mundane things you do and the right people will be drawn to you.
By choosing a specialty you feel passionate about, becoming and positioning yourself as an expert in this area and being true to yourself – you’ll be able to build a client base comprised of the right people for you.
Jay Kimelman Xero Ambassador
Jay is founder and Chief Technology Officer of the digital CPA, a technology focused accounting firm. Jay has served in the role of CFO, CIO and business owner. In 2016, Jay was awarded the Xero MVP award and now serves as a Xero Ambassador.