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Are you using every marketing tool available to gain new clients?

23rd Nov 2015
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When it comes to attracting new clients most accountants are still reticent to get up and shout their message, perhaps because they are naturally shy and retiring (after all they chose accountancy not lion taming) or possibly because they feel it is unbecoming and unprofessional to “resort” to marketing.

There are many marketing tools out there and no shortage of advice on the internet but why not start with something simple, proven and quick to implement at absolutely no cost.

I remember taking the leap and stooping, as I saw it then, to using cashback schemes to attract clients for company formation. For years I had always pitched my services for their professionalism and unrivaled customer care. There was a gulf between “us” and “them” – the bucket shops who offered everything from mobile phones to cut price stationery.

But markets change and so did I, in order to stay in the game. You may have to make the same journey in the coming years so why wait until your competitors seize the initiative?

Using cashback for company formation is surprisingly effective in attracting new clients. You’d be surprised how many accountants rely on it to bring new clients through their doors. Formations Direct offers one of the best cashbacks schemes around with up to £75 available from a High Street bank and such schemes are incredibly popular with more firms than you may think, but for too many accountants are reluctant to embrace it.

Some accountants offer the full cashback to their clients, others offer part and some offer nothing but pocket it themselves allowing them to reduce the fees for the initial meeting.

Cashback alone is a powerful incentive as it is linked to opening a bank account, something that virtually every business requires, but when combined with other sensible offerings from an accountant, such as free business software, its power is magnified many times. Giving something away sends a message to prospective clients that you are not going to charge excessively and that you are keen to take them on and help their business grow because you are not a simple bean counter but a trusted business adviser who understands the competitive climate out there.

Embracing marketing is a difficult for a people who see themselves as professionals and have little training or experience in what they see as a dark art , but cashback is an ideal opportunity to test the waters and see how changing your mindset can benefit your business.

If you’ve ever stepped out of your comfort zone to try something different, why not share your experience with me?

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