Here's a podcast with Accountancy Age click here (24 minutes)
- 75% of business owners say their accountant is crucial to the smooth running of their business
- 1 in 3 admit that their accountant has had a direct influence on their growth
- the role is changing
- they need to offer less compliance and more advice
And over to the interview:
http://www.robert-craven.co.uk/accountancyage.mp3
Some salient points:
- The love/hate relationship clients have with accountants
- What's wrong so often?
- Are there few good ones?
- How do you find a great one?
- Too many rest on their laurels thinking it is enough to have a professional qualification and the long gone reputation of the profession
- A business run by a business person is not the same as 'an accountant'
- See things from the client's point of view - it is about how you look after me
- It is not a battle for the product but a battle for the mind of the customer
- Think through the customer experience from their point of view
- Why should I bother to buy from you if you are the same as the competition?
- Talk about hurts, benefits, afters - what does the client want? Benefits not features...
- Are accountants equipped/qualified to be business advisors?
- Most people go into accounting to do accounting (and not to do marketing and strategy)
- Entrepreneurs have pre-conceptions about accountants
- Accountants can be more guerrilla in your approach
- Accountants must add real value
- Why don't more people love their accountant?
- How do you expect your accountant to work with you?
Boom! Boom!
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