We are back for a busy autumn with plenty of business available to be won - but lots of accountancy firms after it and strong pressure on fees.
It is those firms that are distinctive and memorable that get recommended for the best appointments. Those demonstrating distinctive expertise can charge more than their rivals and still win the work.
How do accountancy firms get into such a great position of being recognised as having distinctive expertise?
Well it isn't through making themselves look similar to their rivals! Yet many firms do just that - not only do they do similar things (Budget breakfasts and techniclal newsletters for instance), but many even buy in standard content so they are actually sending exactly the same stuff as their rivals! No wonder firms end up looking and sounding too similar.
By contrast, successful firms have a clear idea of the sorts of businesses they want as clients and a strong "value proposition" (something distinctive they bring to the party that is valuable to these prospects).
This then allows them to market based on distinctive expertise and insights, the sorts of thing directors of businesses value.
Is your firm generating the sorts of distinctive insights that will grab the attention of your targets (often termed "thought leadership")? Many of your rivals are, and in today's competitive and crowded markets it will be giving them the edge in opening the door to prospects, winning pitches and protecting their own clients.
If your firm needs to get slicker at thought leadership (or maybe start it in the first place) our forthcoming webinar will be a huge help. Benefits of attending include:
- find out how to get an initiative off the ground successfully with a limited budget;
- getting the politics right and building internal support for such thought leadership initiatives;
- how to "build in" success from the start so the initiative is a stunning success (avoiding the common mistakes people make when inexperienced with such initiatives.
It is particularly for partners looking to grow their practice and the marketing professionals supporting them.