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Get more of the clients you love with Emotional Selling Points

10th Apr 2024
Brought to you by
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Are you running an accountancy practice? Or is it running you?

AVN helps you to take back control of your practice.

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USPs and UVPs no longer cut it. Win more of the clients you love (and who love you back) with ESPs. In a crowded market where countless accountants offer similar services, how can you attract your ideal clients?

Get more of the clients you love - AVN Inspiring Accountants - crowd of happy people seen from above
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You may be getting new business through your website or through word-of-mouth referrals, but are they bringing you the right kind of clients? Clients who will happily pay for the services you love to offer. Clients who appreciate and respect you.
 
How can you attract the really great clients, not just the ones who are looking for the cheapest price? 

How to make genuine connections with clients 

A quick Google search will bring up pages and pages of accountants with comparable offerings. The challenge is for your firm to stand out and persuade prospects to click on your listing, rather than someone else.

To differentiate yourself and really resonate with your ideal client you need to connect with them on an emotional level.

While Unique Selling Points (USPs) have their place, they're no longer enough. It's not about Business-to-Consumer (B2C) or Business-to-Business (B2B) anymore. It's about Human-to-Human (H2H) relationships.

 And the secret to creating these relationships lies in creating compelling Emotional Selling Points (ESPs). 

ESPs are about understanding your ideal clients on a profound emotional level. It's about identifying their deepest pain points, fears and aspirations then positioning your services as the solution they've been seeking.

How to create Emotional Selling Points

At the heart of your ESP is your "why" – the driving purpose behind your passion for helping clients. Perhaps you're dedicated to enabling business owners to spend more quality time with their loved ones. Or maybe you’re committed to helping them become more sustainable and achieve Net Zero emissions. Whatever it is, it has to be genuinely felt as this is how you make that emotional connection.

Next, immerse yourself in your ideal client profile. What keeps them awake at night? What are their most significant challenges and goals? 

Your ESP is where their issues and your passion meet; this is the message your marketing needs to communicate.

5 ways to connect emotionally with your ideal clients

  • Use blogs and case studies to share insights into your profound understanding of your clients' problems and your unique ability to solve them. Your case studies should highlight the life-changing results you've delivered. Ensure every touchpoint of your firm radiates the emotional qualities you want to convey, from your website copy to your team's client interactions. 
  • Proactively deliver value at every interaction. Quantify not just the financial impact of what you do, but also the positive emotional impact. For example, identifying ways for your client to spend more time with their loved ones or doing the things they enjoy outside of their business.
  • Design your services to address your ideal clients' emotional needs, whether it's financial security, business growth or entrepreneurial freedom. Focus on the outcomes that your services deliver, not just the process.
  • Develop an elevator pitch that instantly resonates with your audience's desires and pain points. Just saying “I’m an accountant” is unlikely to get that "I need to know more" response you want!
  • Be selective in the clients you take on; admittedly, this can be easier said than done. But when the clients you work with are aligned with your values and appreciate your expertise, life becomes a lot less stressful. And, since the referrals you get from these clients are likely be similar, it’s a win-win situation for all concerned. 

Most crucially, communicate the belief that, as an accountant, you truly can change lives. 
 
For more in-depth training on marketing to your ideal client watch the taster video Creating a website that attracts your perfect client on The Accountants KnowHow Club. 
 

The KnowHow Club gives you hundreds more ideas on how to grow your accounting firm too – find out more at www.avn.co.uk/knowhowclub.