Understanding client segments is essential for providing value

Summary

I have been chatting with Marcus Batson from Swoop this week, which has been eye-opening. Marcus drives home how crucial it is for accountants like me to offer funding and savings solutions that align with client's needs. He stresses the importance of getting to know our clients deeply so we can provide proactive advisory services that truly make a difference.

Marcus's advice about focusing on specific client personas and addressing their unique challenges resonates with me as a marketer. He encourages us to ask personal questions empathetically, helping us uncover exactly what our clients require. Music to my ears!

Of course, we naturally move on to marketing and sales strategies within accounting firms; Marcus highlights the significance of building strong client relationships and leveraging our team's expertise and the potential resistance from team members towards sales and marketing activities and the need to adapt to different generations' values.

So much covered in so little time. 

Takeaways

Understand clients' goals and challenges to provide proactive advisory servicesNiche down to specific client personas and focus on solving their unique problemsAsk personal questions in an empathetic and non-intrusive way to uncover clients' needsOutsource non-value-added tasks to save time and focus on value-added servicesUse visual tools to effectively communicate financial information Building relationships with clients and leveraging the team's expertise can have a significant impact on accounting firms.Adapting to the values of different generations is crucial in engaging team members in marketing activities.Understanding client segments and their needs is essential for providing value and retaining clients.Embedding new services into existing processes can enhance client satisfaction and increase revenue.Ethical considerations should be taken into account when offering referral rewards.Accountants have untapped potential to make a significant impact in their profession.

Chapters

00:00 Introduction and Background
04:17 Compliance vs Advisory Accountants
09:04 Opening Up Conversations and Asking Personal Questions
13:25 Identifying Time-consuming Tasks and Outsourcing
33:31 Unlocking the Untapped Potential of Accountants

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Charterpath aims to inspire more finance professionals to volunteer their time and skills, connect them with non-profit opportunities, and engage with the wider sector so volunteering is a core part of a finance professional’s career.

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