Creating Strong Accounting Firm Value Propositions - Accounting Voices Podcast

Episode 88

Creating Strong Accounting Firm Value Propositions

Published on: 6th February, 2020

Keith Rozelle has 30-year career in corporate sales with many blue-chip brands, such as HP, EDS, BT and a host of SMEs. He's lived and worked all over the world including New York, Zurich, Tokyo, London and Singapore and has managed sales teams numbering 3 to 350. His two career high-points are winning a $1.6Bn outsourcing deal with Vodafone (showcased in The Sunday Times) and turning around a small donated-furniture charity, which was 30-days from having to be wound-up.

Steve launched Sales Marvel to offer affordable sales expertise to professional firms and the clients they serve. He specialises in helping those who find it difficult to pitch and differentiate their businesses. Shownotes:

  • How hard is it for an accounting firm to articulate any kind of difference with the competitors?
  • The big four accounting firms dominate two thirds of the market and compete for the most exclusive clients
  • How the Zyman Pyramid helps accounting firms develop a strong and differentiated value proposition
  • Accountants need to analyse 'me too' and 'points of preference' when going against competitors
  • The bad things that happen when accounting firms don't differentiate themselves
  • If you can't articulate your difference as an accounting firm, then you risk your proposition coming down to price
  • The crucial reason why accounting firms find it difficult to differentiate from their competitors
  • The mistake accounting firms make in appointing someone to head up business development
  • How sector expertise and deep knowledge of a particular niche helps differentiate your firm's pitch for business
  • What speed networking can tell you about how irrelevant most elevator pitches are
  • Value propositions are meant to be both read and said - when aligned, they should be everywhere in your marketing
  • The significance of price in a bid or pitch if there is no other elements of differentiation
  • Price is never totally irrelevant in pitching situations
  • Our attention deficient society means words and impact are at a premium when delivering pitches and marketing messages
  • Sales is not a resected word in the UK, but it should be as respected as accountancy and law
  • The lack of any formal sales or BD training means that the majority of accountants struggle with bringing in new business
  • The message 'everyone is in sales' is difficult to hear for fee-earning accountants
  • When accountancy firms put the effort into their value proposition, it makes it easier for clients to buy
  • How accountancy firms make a mistake with their values, and how critical reputation is in living up to them
  • Why it's impossible for an accounting firm to have a truly 100% baked in value proposition.

Keith Rozelle on the Accounting Influencers podcast with BD Academy founder Rob Brown

Steve's mission is to provide high quality sales-learning experiences for SMEs and Not for Profits. he offers' deal coaching' for companies aiming to win larger contracts. His first ever job was a DJ and in his free time he is a Trustee of his regional Citizens Advice Bureau. You can reach Keith here...

Keith on LinkedIn

Keith's YouTube Channel

Call Keith on (UK) 07473 760627

Check out his website and workshops 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.