More than tax

And yet, despite these benefits, many accountants choose not to provide consulting services due to time constraints and the hang-ups many have over their ability to sell, says accountant and business coach Rhondalynn Korolak.

Accountants are uniquely positioned to provide advisory services, given their deep knowledge of their clients’ businesses, which is more profitable and fulfilling work than basic compliance, says Korolak.

“Most accountants see themselves as poor sellers and marketers, but they have enormous value and potential to contribute and are trusted by their clients,” she says. “They’re often missing out on huge incremental revenue streams.”

Use simple language

Making the transition to a consultant available to your clients throughout the year can be as simple as tweaking your approach, such as remembering to speak the language of a layperson, says Korolak.

Many business owners need help with the various aspects of running a business. “But they’re reluctant to call their accountant because they simply don’t understand what the accountant says to them,” she says.

“Accountants often produce reams of reports instead of speaking to each business owner about the two things that would make the biggest impact on their business and explaining why this is the case.”

The best marketer wins

Another great way to get ahead is to establish a regular pattern of contact with existing clients, says Queensland-based social media marketing expert Natalie Alaimo. “Every day, we see so much information online, so if we don’t stay top of mind and continue to build relationships, people will forget about us,” she says. “It’s not the best person in business; it’s the best marketer who wins.”

Jodie Sangster, CEO of the Association for Data-driven Marketing and Advertising, agrees that regular contact with clients is important but warns that marketing and communications have changed in recent years. Make sure you consider how your customers would like to communicate with you, she says.

“If you have customers in the older demographic, you may find they are less likely to want to communicate through social media and more likely to respond to mail,” says Sangster. “If this is the case, then such channels should be used as your preference.”

Go online

Digital marketing expert Michael Simonetti, of AndMine, advocates digital communication to reach existing clients and even help you find new ones.

Simonetti recommends that accountants consider:

• writing thought leadership pieces and regular advice columns to be uploaded to the company’s website

• using email marketing software for monthly electronic newsletters

• posting comments on trends on social media twice daily.

“Keep adjusting your content until you see consistent, positive growth across indicators,” says Simonetti. “I’d also recommend

[breakoutbox][breakoutbox_title]Five tips when talking to clients[/breakoutbox_title][breakoutbox_excerpt]Edweana Wenkart, managing director of Sydney PR firm Tsuki, suggests that every time you communicate with your clients, you should do these five things:[/breakoutbox_excerpt][breakoutbox_content]

Edweana Wenkart, managing director of Sydney PR firm Tsuki, suggests that every time you communicate with your clients, you should do these five things

• Provide value that will help customers increase their bottom line.

• Be informative, relevant and timely.

• Align yourself with your clients’

• business goals.

• Include a call to action (for instance, share

• this post, subscribe to our e-news, refer

• a friend, RSVP to our event, sign up for

• special offers, follow us on Twitter).

• Share third-party endorsements, such

• as media coverage or testimonials that showcase your company.

[/breakoutbox_content][/breakoutbox]

How the IPA is helping members offer more to their clients

The IPA’s Financial Services Package is a new online referral service that provides access to local and qualified financial advisers.

IPA CEO Andrew Conway says the referral service gives members, who may not want to diversify into financial planning, the option of finding a compatible financial planner through an online service. This will enable

IPA members to continue servicing their clients while still offering a full range of financial services advice through both MLC and the AMP Financial Advice Network.

Access to the referral service is offered at no cost to IPA members.