New Year, New Clients

Busy season is over, Christmas came and went, and now the accounting new year can begin. But, before you put your feet up and breathe a sigh of relief that you don’t have to see another tax return for a while, let’s spend some time thinking about changes you can make to impress prospective clients before you’ve even met them.

1. Yep, we’re talking about your website.

Start by focusing on the value you deliver to clients. It’s tempting to let glossy photos and a standout review from 2012 do the talking, but in 2019 that’s not going to cut it. Do you give them back time to spend with family? Do you offer them peace of mind? Think about the emotional value you hold for clients, and make this the focal point of your site.

Get personal. Clients might pick their accountant from a google search, but they still want to know there’s a person on the other side of the screen. Include a ‘Meet The Team’ page, but don’t just regurgitate a Linkedin Bio - this is your chance to lay the foundation for a relationship with your new client, so make it personal.

Display your prices. Prospective clients don’t like to be unpleasantly surprised by fees, so be transparent from the beginning. Publish your prices, explain what you offer in return and avoid cost-sensitive clients who are disappointed by price.

Link your other apps to your website. Do you use Twitter or Instagram? Clients are unlikely to search you independently on social media, so bring your content directly to them by adding your feed to your website. Add Ignition’s Web Connector to your website, which allows clients to do the sales meeting for themselves and automatically creates a draft proposal (and engagement letter) in your Ignition account.

2. Give your client a painless onboarding experience

Make it quick. You may have closed the deal in your sales meeting, but if it takes you two weeks to get the engagement letter out, you risk losing the client. Create and send an engagement letter with Ignition five minutes after your client leaves the office or, better yet, build the proposal in the meeting and get them to sign it on the spot. You’re closing the sale and already impressing the client with your efficiency - we’d call that a win win!

Don’t bombard the client. Making your client jump through numerous hoops to access your services isn’t the best welcome to your practice. Don’t send your clients lots of emails with various PDF forms to sign, payment requirements and requests for details. You’ve promised to save them time, so make things easier for them and consider taking on software that streamlines this process. Ignition automates the whole onboarding process so that your client is set up across your apps in one step.

3. Exceed expectations by sending them a welcome gift

Freebies go a long way. While you may not be the next Nike or Uber, don’t underestimate the power of marketing. A welcome gift is a great way to go the extra mile. Company swag is a great start, but think about switching the branded biro for some headphones, a plant, a charity donation or a food delivery. The cost per client is nothing in comparison to the loyalty you’ll gain, and you’ll start turning new clients into lifetime customers.