Compare to what?
How would you compare the price of a dress from Primark to one from Prada? How would you compare the cost of a smart phone to an old flip phone?
Business owners might try to compare accountants’ fees because they don’t understand that there are very different types of accountants with different expertise offering a variety of services in their ‘standard’ package.
So how can you differentiate yourself from your competitors?
• Testimonials from satisfied clients allow you to demonstrate your quality. Encourage your clients to leave Linked In testimonials or ask them if you can use the lovely thing they just said/wrote about you in your marketing.
• Case studies allow prospective clients to picture themselves working with you. We don’t just fill in those pesky forms known as tax returns. Think about how you help your clients and then ask them to help with a case study. We use Angela at PR the Write Way – Getting you the recognition you deserve to write these for us.
• Awards. This one is tricky for me as I can’t enter the awards that, as an established accountant, I’m often invited to judge.
• Net promoter score. What percentage of your existing clients would recommend you to others? When did you last ask them? (Whoops, we need to get this up to date)
• Niche. If you have a niche you should share content specific for this audience to demonstrate your expertise eg I coach all sorts of business owners but about half of them are accountants so I my content (and 2 of my 3 books) at them.
What other ways can you differentiate yourself from your competitors?