Sometimes the things we may not think much about can make all the difference at an accounting business.
Or as Kenny Harper, CEO of Growth Amplifiers, put it in his GrowCon 2024 presentation, “Small hinges open big doors.”
Harper shared a number of “small hinges” entrepreneurs need to keep track of in order to grow an accounting business with an audience of more than 200 accounting professionals at the Southbank Hotel in Jacksonville, Florida on May 6.
The main focus of his presentation was on how to use your authenticity as an asset to attract and enroll new clients.
Harper was one of 13 industry insiders who shared their insights in presentations at the conference.
If you weren’t able to join us in Florida, then you’re in luck. Today, we’ll look at the highlights from Harper’s presentation. If you’d like to hear his presentation, as well the other 12 presenters from GrowCon 2024, in full, you can access the all of presentations from both days of GrowCon here.
Let’s dive into Harper’s strategies and other highlights from his presentation:
The Power of Small Hinges
In our journey of life and business, small details often play a pivotal role. Many believe organizational skills when it comes to marketing the business are straightforward, yet there are hidden challenges that hold your business back. Harper noted that the business’ goal should be to attract the ideal customer and prioritize quality over sheer numbers.
Embracing the Challenges
The path to success involves three key challenges:
- maintaining consistency in customer attraction,
- engaging genuinely with potential clients, and
- aligning team efforts seamlessly.
Harper shared the story of Gina, a frustrated bookkeeper. Her journey to discovering and multiplying ideal customers led to the creation of the Customer Value Journey framework. This eight-stage process, akin to building personal relationships, emphasizes awareness, communication, and genuine engagement. Documenting each stage is crucial for consistent outcomes, just as Gina did when she reassessed her strategy.
Understanding a customer’s position in their value journey is vital. Harper recommends collaborating with influential social media group owners or offering free resources to bridge the gap with potential clients. Sharing valuable content can reveal business gaps and foster connections.
The Power of Authentic Connections
Businesses should identify their ideal customers and craft a flagship offer that details the transformation provided. Authenticity in connections is key; insincerity can deter potential opportunities. Reflecting on a car-buying experience, the Harper underscored the importance of clarity and authenticity in sales interactions: if a car salesman changes the terms of the deal at the last moment, the customer will come away with a bad feeling about the dealership.
Because of interactions like that, we often view sales in a negative light, and many accounting professionals are reluctant to sell because they don’t want to come off like a slimy car salesman.
However, Harper noted, “Everyone is in sales,” and embracing your authentic self in these interactions will make the client more comfortable in your initial interaction. Putting your best self forward is more important than making the sale during that first meeting.
To improve sales skills, shift the mindset from assuming customer needs to helping clients recognize new possibilities. Effective conversations stem from genuine interest in others, which leads to enrolling them in new services, and building authentic connections to assess business needs.
“Don’t fall for the lie that if the customer doesn’t say anything, they don’t need anything,” Harper said. Business owners “don’t know what they don’t know” and introducing potential changes to them, like new service offerings at your firm, could be a great benefit to them.
Cultivating Team Excellence
Team engagement and communication are crucial for transformative outcomes. Motivation and growth within teams should be nurtured, akin to the relentless spirit showcased in the “Rocky” film series.
Harper proposed a framework to enhance team performance, beginning with clear vision alignment and identifying bottlenecks through assessments. This involves ideation before implementation, detailed planning, regular accountability check-ins, and success metrics for ongoing improvement as well as reconnecting with purpose, using assessments for clarity, and prioritizing impactful ideas are essential steps for team growth. By fostering a supportive environment and cultivating a growth mindset, businesses can effectively engage clients and achieve outstanding results.
Resources for Your Journey
Harper’s presentation is a call to action for accountants and financial advisors to embrace change and lead with their authentic self while interacting with clients. Doing so will build a bridge of confidence with clients, as well as introduce opportunities to sell them on a new service.
Are you ready to take your practice to the next level? Dive into these strategies and watch your client relationships—and your business—flourish. Check out Harper’s full presentation here, and if you’re ready to elevate your skills and add advisory to your repertoire, call 435-344-2060, or schedule a consultation online here.