Today, Blair Stover continues our look at how to win your next accounting client, specifically what differentiating your company from others seeking to win that same client, as well as how your company can reach new client prospects and win over new clients. Developing a strategy to acquire a new client is a multi-faceted endeavor, and one that must lead to a focused plan that leads to new, successful business.
After looking at the why and who in winning your next accounting client (which we covered in our post, Winning Your Next Accounting Client: Part One), you must look at the what – specifically what makes your company different from other companies courting the same potential new client.
Studies show that expertise and specialization are important components in a company according to potential new clients. Ranked lower than expertise and specialization is an existing relationship between buyer and seller, then followed by reputation and excellent customer service. Therefore, in terms of expertise and specialization, it may behoove your company to market itself as an expert in one field rather than a jack-of-all-trades.
Next, your company must look at how it will win a new client, or how can you reach potential clients and close the deal? Buyers tend to look at relationships when choosing a new accounting and financial services providers, so look to extend relationships with clients you currently work with or have worked with in the past.
Remember that bringing on a new client, as compared to extending the workload with an existing client, can prove more expensive for your company. Existing clients may not even be aware of all the services you offer, and may be more interested in extending a relationship than you think they may be. It’s good common sense to work off of an existing strong relationship as compared to perhaps reinventing the wheel sometimes.
Do you have any other tips to share in regards to winning over new clients? Share in the comments below.