Differentiate the Experience
Unless you serve a particular niche market, don’t spend too much time emphasizing your service, especially if it is considered a commodity, because it is not your UVP. Clients won’t pay a premium price for these since they can be procured from anyone. Instead, focus on the experience or the WAY you deliver your services. Experiences are unique, products aren’t.
Develop a Buyer Persona
You already have a target audience – accountants – but what are their specific needs? You will only be able to specialise your services if you understand the pain points of your clients. Developing a detailed buyer persona helps you understand what your clients really want and need and how to give it to them.
Accounting and bookkeepers most at danger. As threatening as it may sound, it still presents opportunities and advantages that firms should not dismiss. Automation tools are made available to make our jobs easier and quicker. They wouldn’t run anyway without users to operate them; therefore, they don’t totally eliminate our roles.
What we have to realise is how we should utilise the time freed up by automation to add more value to our services. Sam Allert, managing director of accounting software Reckon in Australia and New Zealand, acknowledges how clients’ expectations are changing as technology advances, and processing the minimum work won’t be sufficient. They want someone to add value on top of the compliance work they do. “They’re saying the same thing today but we’ve got better tools, we have better technology.
Hire Only the Best
First of all, you have to make sure that you have the right people to begin with. HubSpot suggests that your hiring methodology should consist of these five things: skills, culture fit, beliefs, past experiences, and ideas. They believe that this methodology helps in creating happy team members from the start.
Be an Online Influencer
American computer software corporation Domo and CEO.com conducted their Annual Social CEO Report, a research on world business leaders and their social media usage. One of their major findings is that a whopping 68% of CEOs have no online presence on any major social networking site (Twitter, Facebook, LinkedIn, Google+, or Instagram). In the world of cloud technology, you should establish your online presence in order to be widely recognised. Social media can show your industry expertise, client engagement, and corporate brand. You don’t have to be like Mark Zuckerberg – the only Fortune 500 CEO present in all five major networks – though. At least consider Facebook, Twitter, and LinkedIn as these are the current top 3 social media networks.
Visible Expert℠ Research Study: Accounting & Financial Services Edition. According to Lee Frederiksen, Hinge’s Managing Partner, “Hinge’s past research has found that accounting and financial services buyers are seeking out providers in a very specific way. In an industry in the midst of unprecedented upheaval, buyers are finding confidence in experts with high profiles and strong reputations. Our mission was to further investigate this phenomenon we describe as The Visible Expert℠.” Hinge asked over 1,000 buyers the question, “Before you hire a professional services provider, how do you ‘check them out’?” While 0.5% of the responders claims they “don’t check them out”, the larger percentage gave the top five ways they evaluate accounting firms: