Episode 141

Using Client Education to Drive Accounting Firm Growth

Published on: 11th February, 2021

Mark Jenkins has had over 20 years in Public Practice in New Zealand. In 2014, he sold his firm so that he could focus on his true passion - helping accountants to accelerate small business success.

Mark joined forces with Viv Brownrigg, together creating The Gap so that Accounting firms throughout NZ, Australia and the UK can use Business Development content to maximise income without having to re-invent the wheel. Selected shownotes:

  • Why it's exciting to be in the accounting profession and how covid offers opportunities to close a client disconnect
  • What clients have traditionally thought of their accountants, and what needs to change in educating clients
  • Why accountants must stay relevant to their buyers and clients, and what happens if they don't
  • The importance for accountants of staying relevant to clients and educating them if they want significantly more referral business
  • What stops accountants educating their clients on how they truly help and the additional services they offer
  • The danger for accountants of assuming that their clients will only ask for what they need vz help to run a better business
  • The key areas clients need education and help with that an accountant should be offering
  • The Forbes definition of business development and how it relates to advisory services for accountants
  • The two way education that is needed for accountants to come up with the best possible support and advice for the accounting client
  • Examples of where client education has been really impactful for accounting professionals
  • The sad lack of proactivity with some accountants who have not reached out to their clients during covid
  • Why having loyal clients are not always the ones who will reach out to their accounting advisors for extra help
  • The potential revenue upsides in playing a long game when accountants properly educate and inform their clients
  • The first thing accountants must do if they want to solve more problems and create more opportunities with their clients
  • Tips for accountants who want to create more time to be more strategic and advisory led with their clients
  • The role of the 'achiever matrix' in helping accountants decide what's important vz urgent with their time and focus
  • How accountants can make good decisions about what content and social media channels they invest in to educate their clients
  • Smart strategies accountants can use to increase engagement in their content and webinars/online training
  • How accountants can help their clients define success and how it's different for each client
  • Tips to solve the marketing department-outsourcing-doing it yourself dilemma for accountants who want better marketing
  • How the FGG principle can create better client loyalty, engagement and cross-selling opportunities for accountants
  • What benefits come to those accountants and accounting firms if they focus on good client education
  • What best practice for client education looks like for accountants who want to create more revenue opportunities and serve their clients better.

In his downtime, Mark likes nothing more than getting up at the crack of dawn, pulling out his kayak, catching, filleting and BBQing his catch of the day. Contact him here:

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About the Podcast

Accounting Voices Podcast
Accounting Voices helps people in the accounting world stay relevant visible and vocal. Host Rob Brown interprets trends reshaping the profession and gives listeners insight to build authority influence and a stronger voice in firms and markets.
Accounting Voices, hosted by Rob Brown, helps decision makers and leaders in accounting and finance stay relevant, visible and vocal in a profession being reshaped by technology, private equity, regulation and shifting client expectations. Each episode interprets the trends disrupting accounting and finance such as AI, automation, M&A, talent and the move to advisory and translates them into practical insight that strengthens authority and influence.
Accounting Voices is also a platform for the wider ecosystem of networks, associations, educators, consultants, software vendors and technology experts who serve accountants and finance professionals worldwide. It extends into regular Accounting Voices networking sessions that connect this audience and amplify ideas that move the profession forward. With its international reach and long shelf life the show delivers credibility and commercial value for listeners and sponsors alike. Search for "Accounting Voices" on YouTube for all episodes and connect with Rob Brown on LinkedIn to find out more: https://www.linkedin.com/in/therobbrown

About your host

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Rob Brown

ob Brown is the creator and host of the Accounting Voices Network, a media platform that includes the flagship solo podcast Accounting Voices and the panel shows Accounting M&A and Accounting Tech. He chairs conferences, panels and virtual events worldwide and is recognised as a leading advocate for the accounting profession.

He is an accomplished speaker and authority on trust, reputation, employer brand, talent, succession, executive presence and the forces shaping the future of accounting. Rob is the author of the bestselling book Build Your Reputation (Wiley) and his TEDx talk The Personal Brand of You has been viewed more than 400,000 times.

A former co-founder of the Accounting Influencers Roundtable, Rob now focuses on amplifying the voices of leaders, firms, networks, vendors and influencers across the global accounting ecosystem.

Outside of work he is a stroke survivor, lives with epilepsy, holds a black belt in kickboxing and is based in Nottingham, UK. He plays chess and backgammon, loves orange chocolate and is allergic to grapefruit.