I’ve been examining what other agencies offer accountants, and they all aim to bring you more clients. But let’s be honest, people rarely switch accountants. Generally, this happens when their accountant becomes too expensive, they can’t see the value anymore, or the accountant retires. They typically ask a friend for a recommendation, check that person or company out online, and then give them a call. There’s not much selling involved in the process.
I’ve been thinking about how you can keep your clients longer. I believe the key is to provide value for money, help clients grow their businesses, and make it easy for them to refer you. So, here’s an idea that might work for you. Let’s call it a Customer Outreach Program, and the following is how it might work.
Customer Outreach Program
The objective of this program is to provide additional value to your customers and raise the value of the relationship. By providing support and information through a trusted relationship, you can grow your clients’ businesses, increase fees, and gain referrals.
Concept:
Host expert video sessions that deliver massive value and insight to your customers.
- 6 x sessions, each 45-60 minutes long
- Delivered via Zoom online
- Only existing customers are invited (closed session)
- Content will be recorded and re-used across YouTube and other digital mediums to provide content for marketing and resource channels.
- The ‘halo effect’ is to form a community of clients who feel confident and able to approach and leverage each other’s businesses and skillsets, providing and receiving value from being associated with you.
Process Outline:
1. Email Series:
- 7 x emails introducing “something new” and inviting businesses to attend.
- Feature the associated partner prominently (photo).
- Here is a ChatGPT Prompt that can help you with this – Click here
2. Main Event:
- The host welcomes attendees, explains the initiative’s purpose, and introduces the guest presenters.
- Guests present for 30-35 minutes.
- The session closes with an open floor Q&A to answer questions and encourage communication.
3. Post-Event:
- Create a video from the Zoom session and host it on your YouTube Channel.
- 2 or 3 follow-up emails thanking attendees, inviting them to watch the session’s video, and highlighting key insights.
- Invite customers to your business group that might be on Facebook, Skool or access via login to a clients-only part of your website.
Session Topics:
The main topics focus on getting New Zealand businesses online, using their existing customer database effectively, leveraging AI and understanding what to measure and focus on for success. These topics aim to combine digital tools, technologies, products, and services into one central place so small businesses can choose the most suitable products.
That’s it. That’s the series outline. Having been involved in many workshops, including a Masterclass for Mailchimp, many workshops for Digital Boost and others, including NZTE and a series for the Marketing Association I can tell you these work. I know that it’s not what most accountants want to do. Get in front of people. I get it. But I have seen this work, and someone in your business can organise this quickly.
