Workshop for accountants: Find your focus
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Slides from an online workshop on creating a niche/specialist accounting firm. Part of Month of Marketing, a collaboration between Bizink and Pricing Power.
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Workshop for accountants: Find your focus
- 1. Workshop: Finding your focus Presenter: Steve Major, Pricing Power Email: steve@pricingpower.net Twitter: @steve_major #monthofmarketing
- 2. What we’ll cover today • Why you should narrow the focus of your firm • The key objections • The Four ways to narrow the focus of firm • How to market this narrow focus
- 3. Clients don’t hire for you “everything” but something
- 4. “The common failing among most professionals seeking new business is their inability or unwillingess to name what they stand for.”
- 5. If you stand for something, you will always find some people for you and some against you. If you stand for nothing, you will find nobody against you, and nobody for you
- 6. The Complexity Tax HPApple Diversity Discount
- 8. Narrow is not the same as small
- 9. Power is with the Specialist
- 10. 1.It is a risky strategy 2.We love the variety 3.The Status Quo has worked fine to date 4.We must have a broad focus Key Objections
- 12. Positioning = A reliable way to repeat success
- 14. 1. Clear criteria for identifying the types of clients who want you for what you do best. 2. Stronger win ratio in new business because you’re playing to your strengths. 3. More pricing leverage because you’re offering more differentiated services. 4. A clearer direction for how you should spend your limited time and resources. 5. Decreasing Risk to the customer Benefits of Focus
- 17. Purpose Why are you in business? Possibiliites 1. Beyond making money, what is the purpose of what you do? 2. What do you crusade against? What do you fight for? 3. If you were volunteering instead of being paid what would you be doing? 4. What would you want to achieve if you knew you could not fail? 5. What are the things you will never do? What are things you will always do?
- 19. People Who is your best customer? Possibiliites 1. What markets or audiences do you know best? 2. Types of businesses or individuals you know? 3. What is about the best customer you like? 4. Who do you really understand? 5. Who do you really like to hang around?
- 21. Connect In which areas are you truly great? Possibiliites 1. Services you offer 2. Skills you possess 3. Outcomes you clients are seeking? 4. Client benefits you deliver? 5. What do you really enjoy doing? 6. Customer problems you can solve
- 23. Method Do you have a distinctive approach? Possibiliites 1. Philosophies or beliefs you have? 2. Approaches you use? 3. Access to specialized resources? 4. Unique process?
- 24. What’s keeping your client awake at night?
- 25. Jobs What customers are wanting to get done? Success Desired Results Outcomes Gains Measures Pain Problems Implications Obstacles Cost Do you understand the value?
- 26. A new positioning strategy is an opportunity to be not just authentic, but aspirational.
- 28. Transactional Firm Transformational Firm Compliance Majority Minor Clients Any Focus Tech Ad-hoc Technology with a purpose Culture Numbers Value Marketing Old Demonstrate expertise Purpose Money Freedom
- 29. Win a free website & coaching #monthofmarketing Win a website & one year of hosting from Bizink Visit bizinkonline.com and book a demo Win a free year of coaching from Pricing Power Visit transformationaladvisor.com/apply/
- 30. Next Month of Marketing event #monthofmarketing Q&A Session: Marketing to a niche or vertical Date & Time Fri 3rd June, AEST: 08:00am | NZ: 10:00 am | UK: 11:00pm Thurs 2nd June, PDT: 03:00pm | EDT: 06:00pm If you can’t make it, register anyway and we’ll send you the slides and recording.