Episode 120

Better Business Development Strategies for Accountants

Published on: 17th September, 2020

Barbara Koenen is the author of the book Beyond Billable Hours and Global Head of Business Development and Marketing at Ince, a legal and professional services provider with more than 900 employees globally. She is based in Dubai and has 10 years of business development and marketing experience in the professional services industry.

She writes regular blog posts on her website www.beyondbillablehours.com and is very passionate about helping fee earners in professional services firms to thrive as she knows how hard it is to focus on things beyond billable hours. Shownotes:

  • The difference between marketing, sales and business development for accounting professionals
  • Why sales and selling are such difficult words for professionals like accountants and lawyers
  • The #1 reason professional service firms should build the selling skills and culture of their people
  • The problem for professionals who can bill fees but not generate new revenues in a professional firm
  • An explanation for why accountants and lawyers don't think like business people
  • Thoughts on how coachable professionals like accountants, CPAs and lawyers are 'as a breed'
  • Why almost everyone in professional services should be 'hands on' with business development
  • The need for a business development plan or strategy and why not every tactic will succeed to bring in new work
  • How a different approach to winning business is required by different professionals depending on a number of factors
  • A great example of why some accountants and professionals should not go to networking events to win business
  • Sound advice for young accountants and lawyers who want to make partner in a professional firm
  • The importance of setting goals to grow your professional firm, either corporately or as an individual accountant
  • What to do as a career ambitious accountant if your personal goals do not align with your firm's goals
  • Why starting early in your accounting or professional career with business development is much better than waiting
  • The relevance of writing out a business development or work winning plan and why 'in your head' is not good enough
  • Great questions accountants should ask themselves in devising a business development strategy
  • The key reasons why professionals are technically good but struggle to sell and promote themselves as individuals
  • What developing a reputation in your business community or market looks like for an accountant looking to be successful
  • Where the inspiration for the book 'Beyond Billable Hours' came from
  • How so much money is wasted in accounting firms on the wrong kind of professional and business development activities
  • How the covid pandemic has changed the way accountants and other professionals win new business
  • Where the 'low hanging fruit' really is for accountants and CPAs who want to develop new business opportunities

Barbara Koenen on the Accounting Influencers podcast with BD Academy founder Rob Brown

Barbara is a mother of 20-month old Olivier, born on Christmas Day, and she is expecting another boy around Christmas. She is a keen golfer, sailor and skier and she loves to cook and bake. Contact her here:

Website and blog

LinkedIn

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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.