As bookkeepers, most of us offer our potential clients a free consultation. It’s the recognised thing in the industry, but how many of us really get the most from these meetings? And how many end up doing free work for the client?
How many of you can relate to this story?
When I started out as a bookkeeper I would go to meet potential clients for their free consultation. When I got there they would tell me all of their business woes and I would bend over backwards to help them.
Often I w…
I've been looking around some bookkeeping and accountancy forums this morning. I've got to say, I'm pretty amazed by something I've found.
On almost every forum there are people asking a question about advertising that is going to kill them before they even get started. They have a mindset that means they will be guaranteed to throw good money away on a fruitless task.
What is this question I hear you ask? It's simply "Where is the best place to advertise?"
That's right before they get…
Even in the current climate of aducation, advertising can still form an important part of a bookkeepers overall marketing strategy. It's not time to turn our back on adverts, whether that's online or offline.
Many bookkeepers I speak to tell me that advertising simply doesn't work in their business. It may be true that particular adverts that they have placed in the past have not had the desired results, but that doesn't mean that advertising won't work for their, or your, business.
One mistake that I see bookkeepers making time and time again is to not have a clear niche and this leads to a very vague marketing message. Here are some examples that I have seen:
“Do you need a bookkeeper?” “I have availability for bookkeeping clients at the moment.” “Are you looking for a bookkeeper in the Glasgow area?” “Bookkeeping services available.”
These messages are too vague and are just not going to speak to anyone. Yes, we all know that a great bookkeeper is a fantastic asset for…
I have more than the occasional conversation with bookkeepers regarding attracting new clients. When I ask what marketing they do, more often than not I'm met with the response “I get most of my clients from word of mouth”
I am often taken aback by this, but sadly no longer surprised. It’s one of the most common responses to my question.
Do they mean that they have a strategic approach to obtaining referrals? Do they mean that they actively engage with their clients and encourage them to te…
Hot air balloons are amazing. Last night I took the boys to the Strathaven balloon festival. It was magnificent. I had never realised how much preparation went into lifting a hot air balloon.
Each team spent so long laying out the balloon on the ground perfectly. They filled the balloon with air then turn on the burners to heat it.
As the balloon started to rise above the basket it wobbles from side to side. The pilot would turn the flame up and down each time the balloon wobbled in order…
I’ve been busy doing lots of 15 minute marketing calls this week. It’s been fantastic to be able to get some time to do what I love. Talking to bookkeepers about how they can grow their business is my passion.
One thing is still coming through clearly.
The biggest problem most bookkeepers are telling me about is the inability to attract clients. When I ask who they want to attract and work with the response has been fairly consistent. Anyone and everyone.
Let me give you a massive piece…
If You've ever read anything we've done, you'll know that we're huge advocates of niching your business through understanding your ideal client. But is it really that important, and why?
This is something I get asked a lot. It usually goes something like this "as a bookkeeper I can work for any business, I don't want to limit myself." While I can understand the thought process here, in reality, it's completely at odds with what really happens.
The problem with trying to target anyone and ev…
This is a great question, but sadly it's not asked by business owners nearly enough. Let me ask you this, do you have clients that make you sad? They never take on board what you say? They give you the wrong information at the wrong time? They're late with their invoices and demand an unacceptably quick turnaround? They just make you exhausted?
The sad truth, and the truth most of us deny is that these annoying clients really don't help our business in anyway. You don't need them.
In marketing there are three M’s. Market, Message and Media. Who are you speaking to? What do you want to say to them? How do you get that message across?
Why do so many of us get these around the wrong way?
If you don’t know the answer to that, here’s what happens. You’re sitting in your office and the phone rings. “Hello” say’s the caller “I’m from Weekly Press, and I have a great deal. We have one space left in our local newspaper. It’s read by over 200,000 local people and the adv…