I recently finished reading Chris Ducker’s new book, “Rise of the Youpreneur”.
It’s all about becoming a go-to leader in your industry and future-proofing your business.
In the book, Chris discusses the popular concept that in order for prospects to buy from you, they have to:
- Know you,
- Like you, and
- Trust you
And while this may have been true in the recent past, he then goes on to say that in todays world, liking someone just isn’t enough anymore…
Lots of people might like you, but it doesn’t mean they’re going to do business with you.
Therefore, in order to succeed, people need to ‘love’ you.
You need to become somebody’s favourite.
And in your case, that means you need to become your prospects favourite accountant.
“But Rudi, all of my ideal prospects already have accountants.”
This is true, so how do you go about becoming somebody’s favourite when they already have one?
They key is to become their #1 #2. You need to be at the top of the list for when their current accountant slips up, and eventually they will. This could be down to:
- The quality of work not being good enough
- Their turnaround not being quick enough
- The level of customer service not being outstanding
- They don’t offer all of the services the client wants and needs
The list can go on…
With technology today, the barriers to change are so low. Most of your client’s information is in the cloud and can be transferred in a click.
As well as becoming somebody’s favourite, you also need to focus on building trust.
Trust is so important in this process because people typically trust people more the longer they’ve known them. Therefore, if you focus on becoming their favourite and building trust over 6 months, 12 months, 18 months, you’re bound to be at the top of their list when the time comes.
So, how do you become somebody’s favourite accountant and build trust if they aren’t your client?
The answer is through marketing.
Here are some ideas to get you going:
1. Content marketing
This could be in the form of blogs, articles, videos, downloadable guides etc. Anything that adds lots of value to the lives of your prospects will put you in a favourable light and build up trust.
2. Event Marketing
Webinars and more importantly seminars are great opportunities for your prospects to ‘experience’ you. They can get to know you, interact with you and build rapport. This is huge, especially with the trust building side.
3. Social Media
Be active across different social media channels. Engage with your prospects, entertain them, educate them, inspire them. Doing this will boost you up in the favourability rankings.
Over time, by consistently focusing on the above things you will become your prospects favourite and build up enough trust so that when their current accountant slips up (which they will…) you are already positioned to take over.
What are you doing right now to build trust and become your prospects favourite accountant?
Let me know in the comments below…