Introduction to the Top 10 Series
This is the final article in our Top 10 Marketing Tips for Accountants series. The previous 9 articles have travelled the accountancy customer journey from point of contact through to engagement, adoption, referral and beyond, helping business owners to get the best results. The final Tip 10 looks at Making the Most of Alliances. If you would like to receive an e-book on the full accountancy series, then please do get in touch.
Tip 10 – Making the Most of Alliances
The Hidden Potential Right in Front of You
There are many people who work with business owners as their clients. Accountants are the most obvious, but also business coaches, IT support companies, marketing companies, HR advisors and health and safety professionals, etc.
Every business that works with other business owners that do something different from what you do is a potential alliance partner. They are a warm database of potential with a reciprocal need! There are two important side of this.
Firstly, who do your clients go to for advice and support that you don’t provide in-house? These are problems that you could solve for your clients by the right introduction and thereby enhance your relationship with them. If you don’t solve them through a ‘friendly partner’, then your client will solve them directly with an ‘unknown partner’ who may have other accountants they would recommend above you. We all have a council of advisors, and don’t unilaterally listen to only one. It’s therefore wise to create a circle of trusted partners, or as networking groups may call them, a power team!
Secondly, who is dealing with the clients you want, but don’t yet know about you? These are alliance partners who have a good potential to connect you with ideal prospects. All you need to do is work out why they would want to do that! Good alliance partners will share ethics with you, be pro-active in their own marketing and database management (i.e. be able to communicate efficiently with their clients and prospects) and have a strong reputation of their own.
When you put these two elements together, you’ll find that there are some interesting opportunities to explore. Examples of alliance activity are:
- Joint events
- Direct introductions when holding prospecting and sales meetings
- Guest blogging
- Promotion of offers to their database about you, and so on
There are countless ways to build, make use of, and benefit from alliances and they have a massive advantage over cold marketing in that they are effectively warm referrals.
We really hope this series has given you some insight and ideas. If there are any aspects you would like to discuss with the author, then please do get in touch.