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Today’s Bissett Bullet: “What is your LinkedIn connection strategy? Do you have one?”

By Martin Bissett

A vast number of connections on your LinkedIn profile page may look impressive but there is a compelling argument for knowing at least the vast majority of your LinkedIn contacts personally.

There will of course be people connected to you that you have never met in person. You may have worked with them remotely, may have presented with them on a virtual panel or you may have engaged with their content and identified them as somebody with whom you could build a mutually beneficial relationship; but there IS a genuine connection there.

Your LinkedIn network is a potentially valuable referral source and time spent nurturing those relationships is time well spent. The better the relationship you have with your connections, the more likely they are to champion your firm when someone in their network is in need of a recommendation.

Today’s To-Do:

Take a look at your strategy moving forward. Start to be more selective about who you connect with and prioritize people you know, would like to work with or who can introduce you to your ideal clients.

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Today’s Bissett Bullet: “Identifying an ideal client and sharing a definition of that ideal client internally is only worthwhile if it is consistent with and supported by your marketing.”

By Martin Bissett

Your firm’s messaging must speak to the needs of your ideal client, do so in their language and demonstrate exactly why you are best placed to help them.

Without educating the general market as to what you offer and how you have helped similar businesses – communicating that through social media posting, the firm’s website or other means of advertising – you are relying purely on the market’s perception of an accounting firm to dictate whether they reach out to you or not.

Today’s To-Do:

Ask a friend or family member to look at your website and social media. Ask them based on what they see there, what it is that they think you do for your clients. If they get it right, your messaging is on the money. If they don’t, the assumptions that they made are likely to be the same ones that your prospective clients are making.

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Today’s Bissett Bullet: “Please do not talk to your clients and prospects about services but rather the achievement of their desired objectives and outcomes.”

By Martin Bissett

Despite us having discussed this subject earlier on, nevertheless you will already have forgotten about it because it takes time to form a habit. Remember the golden rule. People buy outcomes and people buy you. Is your approach from a personal meeting perspective and a firmwide marketing perspective, demonstrating that you are the right person to work with and that you are focused on creating outcomes that they want to see realized?

Today’s To-Do:

If your website talks more about your services than it does about your results, change it today.

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Today’s Bissett Bullet: “If Advisory Stage One is client care then Advisory Stage Two is simply about providing the basics. By doing so, you help your clients to take control of their current situation and their future – today!”

By Martin Bissett

Advisory is about helping your client to provide for both worst-case and best-case scenarios with the knowledge, skills and experience that you have. Support them with budgeting, tax planning, financial forecasting, management reporting and so on.

Remember to charge them appropriately for your advice, knowledge and skills.

Today’s To-Do:

Are you supporting all of your clients in this way? Who among them presents an opportunity for fee growth? Arrange a meeting with them.

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