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What differentiates your practice from the competition?

9th Oct 2015
Brought to you by
ICPA

ICPA is a professional organisation for accountants in practice.

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Is it your practice app? Is it your email campaign? Is it your multi-layered mobile friendly website? Is it your social media outpouring? The answer could be that any or all of the aforementioned will help but the only guaranteed matter that differentiates your practice from the completion is actually YOU.

You are the face of your practice, your values and ethos are what defines you and by default your practice. Your work ethic and attitude to clients, business in general and HMRC etc are passed on to your staff in the training you give them as you turn them into accountants like YOU.

ICPAYour clients chose you to act, they understood that they got your staff by default but they actually chose you not your website, not your app, those may have helped but ultimately they chose you. If asked “Who is your Accountant?” the answer is invariably a person’s name Harry Smith or even Harry Smith at Smith & co for example, rarely do they answer Smith & Co.

So we have established what should be obvious but which is often forgotten that you are the difference between your practice and the rest so why do so many accountants not use this to the best effect?

Look at websites everywhere and see the section about the owners. Are there any photos? Are the photos years old or poorly taken? Does the text actually and accurately describe the owner or is it full of stock sections like “Qualified in ****, passionate about small businesses, dedicated to helping” I could go on and on but you get the picture.

Your website, your App and your Social Media content should reflect you not what you think others expect of you because you are not the same, you are not like any other.

Go back to your website, look at the photo, if there is one at all, look at what you have said about yourself and answer this simple question “Would you describe yourself to a potential client in a face to face meeting in the way that you have on your website or in your social media outpourings or on your app?” if the answer is yes on all counts then it’s no wonder that you have a thriving practice with lots of clients. If the answer is a shake of the head and an honest NO then make some changes.

This blog is taken from the ICPA website. Dedicated to supporting and promoting the needs of the general practitioner. You can find us at www.icpa.org.uk or email [email protected] or phone 0800-074-2896.

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