Most of you know that I’m a staunch supporter of having systems and repeatable processes for your business. Both can help you grow and scale.
But they’re not the only things that will push your firm to the next level.
If you really want to see what your business is capable of, you need to be willing to step outside of your comfort zone and try new things.
Markets change, and they will keep changing. If you’re not evolving with it, you risk falling behind.
Complacency is the real enemy (for any business, not just accounting firms).
To get your creative juices flowing, I’ll share a few fun things we’ve been doing recently at Leaders Online.
1. Connecting with Local CPA Firms and Meeting in Person
Don’t underestimate the power of good old-fashioned, face-to-face meetings with potential clients.
Initially, I started this process with three local CPA firms, and the results have been impressive.
I offered each firm an audit and hand printed report showing where they could improve their online visibility.
My ultimate goal was to make every conversation productive and helpful, even if it never led to paid work for us.
All three conversations were positive. Two resulted in cash collected. Even if the third one goes nowhere, that meeting got some gears turning for me and gave me some valuable insights.
(Which, as a side note, those valuable insights are worth their weight in gold.)
The biggest takeaway? Trying something new doesn’t always have to be overly sales-focused.
Just start by asking how you can create genuine value for someone. Their answers give you direct market research feedback. Even if that conversation never leads to paid work, you walk away with more insight into your ideal clients and what you can do to improve your strategy or service.
2. Connect With Peers and Industry Partners
I’ve also been spending more time with peers and other people in and around the accounting industry.
These conversations help me keep a pulse on what’s happening, see challenges from a different perspective, and uncover needs or opportunities I may not have noticed on my own. They can also lead to new relationships, referral sources, valuable introductions, and friendships.
Not long ago, I met with Rob Brown, host of the Accounting Voices Podcast, and he asked me a great question:
“What could you use more of?”
That one simple question helped us identify ways we might be able to connect each other with the right people.
I’ve also made time for more informal conversations and group meetups, like this recent lunch with Laura Metz, Bob Silvy, Katie Minon, and Travis Bradshaw.
When you meet with peers or other people in your industry, take the lead and ask questions like:
- What are you working on right now?
- What trends or challenges are you seeing?
- What could you use more of?
- Is there anyone I could introduce you to?
- Are there ways we could help each other reach our goals?
Don’t underestimate the power of a 30-minute Zoom call or lunch with your peers.
3. Put Yourself in the Right Rooms
One-on-one and group meetings are valuable, but you also need to put yourself in environments where the people you want to meet are already gathering.
That could mean attending an industry conference, joining a local association, participating in a niche community, or showing up at smaller dinners and events.
Next week, I’m heading to Gusto Next in San Francisco, where I’ll be holding marketing sessions for attendees. Those sessions will give me valuable opportunities to connect directly with firm owners, but I know some of the best conversations will happen outside of the scheduled sessions.
The key is to attend with intention. Before an event, ask yourself:
- Who do I want to meet?
- What do I want to learn?
- What conversations could I start?
- How will I nurture the relationships afterward?
You do not need to walk into every room with a sales pitch. Simply being present and curious creates opportunities you never could have planned.
The Bottom Line
You need systems and repeatable processes, but you also need to put yourself out there and continue to try new things.
The only guarantee we have in business is that things will change, whether that’s technology or the way people buy.
Sometimes, the next opportunity comes from doing something that isn’t part of your normal routine, like reaching out to someone new, offering value before you ask for anything, meeting with someone in your niche or just having lunch with a peer.
