Are marketing and sales not your strong suit?
Well, Ian Vacin, vice president of product marketing at Karbon, has a few key pieces of advice that could help you find your target market and spur sales to ensure the growth and longevity of your firm. He presents his tips by outlining common mistakes accountants make in the area. They include:
- Marketing too broadly. Success in sales and marketing begins with a smart strategy, and this most often involves a narrow focus plus an ideal client persona: it’s not enough to simply say “we market to small business”. Decide on what your ideal client base is, so that you can determine the best, most efficient vehicles and channels to market to them, and ensure the ROI for your marketing dollars and time.
- Having no unique selling proposition. Make the effort to find out what it is unique about your organization, and why that should matter to a potential client.
- Treating sales and marketing as a part-time job. Having the right people handling each of the important aspects to success within your firm is key. Having someone with expertise in marketing and sales will ultimately lead to more growth and is time and money spent well.
- Speaking more than listening. Once you do meet with a prospective client, ensure they are doing most of the talking. This will ensure you have a better understanding of their root problems and are in a position to provide valuable services to them and create a meaningful relationship.
While the success of your firm depends on many factors, effective marketing and sales is a key ingredient to success, and deserves the same amount of attention as the other critical firm functions.
With 15 years of leadership experience in the accounting industry at Karbon, Xero and Intuit, Vacin has seen firsthand of which mistakes accounting firm owners fall prey to. For a full read of his article “15 sales and marketing mistakes that accountants make”, visit https://www.accountingweb.com/practice/growth/15-mistakes-accountants-make-in-sales-marketing.