Do you market with your strengths in mind?

I'm surprised at the amount of accountants as sole practitioners who rarely think about their strengths in the context of their marketing plans and am curious as to what the reasoning with this is.

Over the past couple of months it has occurred to me just how much this gets ignored. Either in terms of matching strengths to clients needs to be competitive, win work, but also to form a basis for marketing plans.

There are a few industry sectors that require some strengths or perform better with those strengths in that industry ie; construction, charities, manufacturing, retail, contractors and IT, etc. 

So I thought this would make for an interesting discussion thread.

If you have a marketing plan in front of you would you think about who you want as ideal clients and then work back to your strengths? Or would you look at your strengths and then identify ideal clients?  Or do you take the approach of it's much-of-a-muchness and strengths aren't that important.

Has anyone got examples of where this has worked well for them? Or stories to tell of where it has gone wrong for others they know?

 

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David Winch's picture

Definitely Start With The Market

David Winch | | Permalink

I'd advise starting with the 'ideal client' every time, and don't allow your thinking to be clouded by what you'd like to deliver and therefore who might buy it.  That's just starting with the strength and then kidding yourself.

Select your market, your 'ideal client', because you already have an affinity with that niche.  You will already know what makes them tick, what keeps them awake at night, and how to get in touch with many of them on a personal level.

With this knowledge you can ensure you are able to deliver services which 'help them sleep' and make their lives easier.  If these services don't match your strengths, you'll need to find others who can deliver them or acquire some additional strengths.

When you are promoting your services, stick to what these 'ideal clients' already know is hurting, explaining that they can get help for the things that are troubling them.  Leave the "And were you aware that ..." stuff until later.

This process has worked extremely well with many people I know, so I paid them to teach me.  Now it works for me as well as those whom I've since taught.

David Winch

Make Sales Without Selling and Get Paid What You're Worth

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