I’m not ready for advisory - how can I find better clients first?

Last week I explained why you aren’t yet doing True Advisory® and promised to tell you about *MOSPFVERGLED instead.  

*Marketing-Operations-Systems-People-Finance-Valuation-Exit-Recovery-Growth-Lifestyle-Effectiveness-Diversification. 

M stands for Marketing which most accountants don’t do, relying instead on the legendary ‘referrals’. And the ones who call me to discuss advisory tell me they actually need more clients ‘of the right type’, so I ask how many clients they have billing more than £500K and it’s usually 5-10. But they insist that none are suitable for advisory, and don’t wish to approach them. 

• So, I set out a 12-month Marketing programme that starts with repositioning the website to show how the practice helps business owners to raise their performance across the whole range of business activities. Then: 

• Secure an opted-in database of business decision makers in the £500K-£3m annual turnover range and load it to the new CRM marketing system. 

• Write blogs that show how a part-time FD has unique skills and cross-industry experience to assist with the management of every part of a business, not just compliance. 

• Fortnightly emails explaining that and invite responses from the targeted businesses, aiming for a 20% opening rate and 2% click through to the website for more information and a link to book an exploratory call. 

• A checklist for enquiry calls informs the CRM system for automated follow up as closing a deal on the first call is rare. 

• For the second enquiry meeting an automated report is generated showing the owner the comparative state of their business and invites them to select the service they want, starting with compliance. 

And as ever, I will take your call here anytime to discuss anything that might be on your mind.