Not every client is the right fit for your accounting firm; if you want high-value clients that will help you scale your business, you’ve got to tailor your marketing plan towards those specific clients. You also have to know when to let go of old partnerships and when to say no to prospective clients. If you’ve got a vision for your firm, you’ve got to see it through.
To help you start improving your client list based on your business goals, here are some tips from your friends at Aero to help you attract high-value clients!
Figure Out Who Your Client Is
You can’t attract a client unless you know who they are, what their needs are, and where they can be found. The first step to developing your marketing message is creating a profile of your ideal client. What is their budget like? Which industry are they in? What social media platforms do they use the most? Is there any specific demographic information you know about them? What way do they prefer to communicate?
Don’t Be Vague
While you might think avoiding specifics will help you reach a wider base, it won’t help you reach high-value accounting clients. You’ve got to be clear about who you are and what you bring to the table. Focusing on a niche is a great way to attract clients that are looking for your unique product. Is it more effective to say that you are an accountant for government agencies OR that you specialize in overhead analysis for local government agencies? The second one is so much better. It tells prospective clients who you’re looking for and what you’re bringing to the table.
In all of your outgoing messaging, you should be answering certain questions. Who am I talking to? What benefits am I communicating? You can also go a step further — be specific when you talk to specific people. When you’re in talks with a prospective client, address them by name and tailor your communications to suit their needs.
Overcommunicate
One of the surest ways to gain and keep high-value clients is by maintaining a good communication plan. Being available, being transparent, and being appreciative are all ways you can improve client satisfaction and retain high-value clients down the road. Sure, there might be a number of quality accounting firms offering similar services at similar price points — but are they all offering the same customer service?
Be the firm clients choose not just because you’re good at what you do, but also because they like working with you. Regardless of how good you are at your job, a client who doesn’t feel like their business is appreciated can leave at any time. Go the extra mile. Send warm welcome emails, ask them about their family and weekend plans during meetings, and send appreciation gifts to their door.
Feel Free to Say “No”
It’s okay to be selective when choosing which clients you want to work with, especially if there is a specific type of client you’re aiming to attract. You don’t want to be wasting your time, talent, and resources on clients that are not bringing enough value for the effort. At the beginning of the year, developing a ranking system might be a good idea to decide which clients you want to keep… and which you’ll need to leave behind.
Center your focus on your client’s needs and wants. Then, you’ll have a much easier time attracting the right clients for your business. Always remember that the goal of your marketing is to communicate value — and that value goes beyond just the work you do. Your friendship, loyalty, and expertise are all benefits too.
Be specific about who you are, what you’re looking for, and what you can offer… and remind yourself that you DO bring a lot to the table. It might be hard at first, but you have exactly what it takes to bring high-value clients into your firm.
