Why accountants should stop selling advisory services By Patrick McLoughlin I was on a webinar a few weeks back, focused on helping accountants to grow their ‘advisory’ services. The central message was:  ‘Advisory is an optional service, so you have to be good at sales and marketing.’  That’s very damaging… read more →

Marketing for Accountants : Old World Vs New World By Patrick McLoughlin Accountants of all people, don’t need telling how the world of work is rapidly changing, especially if you’ve been in practice a decade or more.  The same goes for marketing for accountants.  In many cases what worked 20-years ago doesn’t… read more →

Accountants Marketing Part Two: Your About Us website page Last week, in the first part of this blog, I talked about how we relate, and are drawn to people that share our beliefs and values.  How our ideal clients are more than a set of statistics: industry sectors, turnover range,… read more →

Vanilla’s a killer, marmite rules in perfect client attraction By Patrick McLoughlin This article was originally published in the AAT’s magazine, Accounting Technician. To read more of Patrick’s articles in Accounting Technician just click on the links below:   To attract your ideal client, put yourself in their shoes Your website… read more →

To attract your ideal client, put yourself in their shoes This article was published in the AAT’s magazine, Accounting Technician in December 2016. To read more of Patrick’s articles in Accounting Technician just click on the links below:  The evolution of the bean counter Vanilla’s a killer, Marmite Rules in… read more →

Accountancy Marketing: The Advisers Guide – What to say in Prospect Meetings By Patrick McLoughlin There’s is a weight of research out there proving that business owners want more help with growth and profit improvement.  Yet it’s support they don’t associate with an accountant! If you help your clients make more… read more →

Accountancy Marketing: Improving Profits with Auto Enrolment By Karen Bennett In 2012, the UK law on workplace pensions changed forever. By law, employers must now enrol their employees in a pension scheme and contribute towards that scheme. Every employer with at least one staff member now has new duties. These… read more →

Accountancy Marketing: Defeating Fee Pressure By Patrick McLoughlin High growth accountancy practices tend to have a number of traits in common. Most focus their attention on attracting a certain kind of client: the organisations they offer greatest value to.   If they can deliver something of value to their clients,… read more →

By Patrick McLoughlin How easy would you find it to describe your ideal client? Most Partners I talk to really struggle; and it is not just the smaller firms either. A couple of years ago I met with the regional business development manager of a Top 10 firm. He was… read more →