Your firm could earn substantially more money.
And to do so, you don’t need to do more marketing or just raise prices (although you do need to review them), but by doing something simple: changing how you speak.
I have been in the room with:
And, I noticed a trend. They don’t speak more than most firm owners; they talk differently.
Trust and perceived authority are part of these individuals’ way of speaking, and it changes the way clients think. Clients hear these authoritative wordsmiths talk, and they’re willing to pay more, even if you raise fees.
How do they do it? I’ll share the secret to building client trust with you below.
Don’t feel like reading? Watch my video on this very topic below:
Outcome attachment costs clients, and this is why detaching yourself from an outcome is so powerful.
Do you remember when you were in high school, and you had someone that gave you the “ick”? That same thing can happen in sales if you aren’t detached.
You can convey this by the way you pause before you speak, by allowing silence during a meeting or by sitting up tall or leaning back.
You see, attachment is apparent when someone overexplains everything and seems like they need your business, now.
Desperation is not a good feeling, even if the person is on a Zoom call or sitting across from you. Leaders who close sales, increase trust and fees avoid mimicking the middle or high school scenario of being:
Prospects want confidence, not ick vibes from someone who is too desperate to sign them as a client.
Relax. Detach. Carry the conversation with confidence.
But this is just one of the communication habits you can follow to raise fees.
Strong leaders reflect before they problem solve.
I’m sure you’ve been told to “listen more than you speak,” and that’s true, but how do you respond when someone comes to you with a problem?
Do you want to solve them right away?
I used to.
For many people, they want to “fix things.”
High-trust people do this:
Reiterating problems shows people that they’re heard and understood.
It grasps their attention.
Next time you hear a problem, reflect on it and mirror the question back to the person.
Have the person confirm their problem and notice the instant change in the conversation’s flow afterwards.
You can then switch to the recommendation stage.
Here’s another big thing that high-growth accountants do: they give recommendations, not menus.
Whenever a potential client comes to you, they want help with something they’re not experienced in. They want guidance. They don’t want a list of things they could do.
Imagine a time you went to the doctor because you weren’t feeling well. Would you want a menu of things it could be?
Of course not! You just want to know what it is, and more importantly, how to get well.
Your prospects are the same. They don’t want to be asked, “Well, you could do this or this. What would you like to do?”
They want to be told, “Hey, here’s what I recommend.”
Now, this doesn’t mean that you can’t offer other options.
In fact, I’m a big fan of having different packages. But you should be the one recommending to your prospects and clients what they should do in their exact situation.
Because let’s remember that they’re not professionals when it comes to what you’re a professional at. They are coming to you for professional guidance.
So, give them guidance and recommendations, not a list of options.
Top accountants don’t just show up to a meeting and wing it.
They come prepared. They’ve thought about the conversation ahead of time and know where it should go.
They already know how they’ll steer the conversation back on track if it goes on a detour, or have answers ready for when questions arise.
Being prepared sets you up for success.
Whenever you have a big meeting coming up, don’t just prepare notes and have an idea of what you’re going to talk about. Actually walk through them.
Talk to the mirror. Record yourself on Zoom, and watch it back. You may be saying the right things, but how you say them and how you present them may come across in a totally different way.
I know it can be painful to watch yourself on video, but I promise, it’s worth it (and you’ll be okay).
And as you do it more and more, you’ll not only get used to it, but you’ll also likely stop doing a lot of the things that make you cringe.
High-trust accountants walk the walk. Their actions match their words.
You don’t necessarily have to go overboard with your appearance. You don’t have to wear make-up or be clean-shaven.
But you want to be viewed as high-trust. Set up your external self in a way that allows people to believe that you are who you say you are.
This last strategy is one that’s highly underrated: taking up space. High-trust people:
In other words, they put themselves out there. They show up and say “yes” to events, even if they don’t know a single person attending. They apply to speak on stages.
They take up space, and this is something I want you to start doing. Because you are absolutely worth it, and if you don’t put yourself out there, what good is that going to do?
If you want to grow your firm, investing in more marketing may not be the answer.
To land more clients and get paid more, try shifting your communication habits.
Be confident. Come to meetings prepared.
Reflect before you dive into problem-solving.
All of these little strategies add up and make all the difference in growth.
They aren’t novel, new or hard to do. That’s the great part. They’re easy to do and, with the right practice, you can do them consistently.
Digital marketing helps accounting firms reach a wider audience, build brand awareness, and generate more leads through targeted online strategies.
You can enhance your online presence by optimizing your website for search engines, engaging on social media, and creating valuable content that addresses client needs.
Consider creating blog posts, case studies, infographics, and videos that provide insights into accounting topics, industry trends, and client success stories.
You can track success through metrics such as website traffic, lead generation, conversion rates, and engagement on social media platforms.
Social media allows accounting firms to connect with clients, share valuable content, and showcase their expertise, which can enhance trust and attract new clients.
Aim to update your website regularly, ideally every few months, and publish new content consistently to keep your audience engaged and improve SEO.