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How to win the clients you want

by Meagan Wood, Senior Marketing Manager, Advisor Segment

2 min read

They say beggars can’t be choosers. But no one said accountants or bookkeepers can’t be choosers! There are many many niches of clients you can target. Whether you’re going for successful self employed or CEOs, you’ll find that the better you hone your business, the more likely you are to snap up your ideal customers and win more clients.

Here are five strategies to attract ideal clients for you practice:

 

1. Look introspectively

Spend time mapping out what you enjoy most about your business, what you contribute and offer your clients, and what makes your firm unique. Ask yourself, “What sets me apart from my competition?”

Next, consider what you want for your business and how you want your firm to look, feel and operate. These elements are typically enshrined in core values and exhibited in cultural norms. Then, make some notes on what you need to change in order for you to become the firm that you and your clients want it to be. By identifying what is authentic to you, it will be easier to implement your plan.

 

2. Specialise

Pick a specialisation — be it an industry niche, point in the business life cycle, or a unique service or function you perform. Specialising allows you to focus on, and attract, clients that are looking for an accountant with just the expertise and ability to address their needs and wants without other distraction.

 

3. Develop processes

The processes are a guide for you and your client to both know what to expect from each other, what level of involvement is required and will be provided, and how you can complement his or her existing processes.

 

4. Marketing

By looking introspectively and specialising, you create a basis for fame, recognition and communication. Once selected, you must share that with the right audience. Spend your time marketing yourself, your brand and your specialisations, using modes and methods your ideal clients identify with that will allow you to be very specific in your efforts.

 

5. Create relationships

Invest in relationships with your clients and potential clients in your chosen specialisation. Build upon the foundation you have set, using these strategies to attract the ideal client, and continually celebrate the unique relationship, benefits and complement between you and your clients.

It’s never too late to retarget your firm. With some thought and planning, development, marketing, and investment of time in relationships, specialisation can attract the clients you want to be working with.

Information may be abridged and therefore incomplete. This document/information does not constitute, and should not be considered a substitute for, legal or financial advice. Each financial situation is different, the advice provided is intended to be general. Please contact your financial or legal advisors for information specific to your situation.

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