How can small accountancy firms use referrals to win more business?

07-03-18
Small accountancy firms can use referrals to win new business Why don't small accountants use referrals more? Small accountants should use referrals to earn extra income Accountants should be using referrals to earn extra income How can small firm accountants use referrals to win new clients? How can small accountancy firms target the right clients? How can small accountancy firms use word of mouth better? How can I improve my word of mouth referrals for good?

So you are a small accountancy firm and you need a referral strategy that works to win more business. How do you do it?

We all know that word of mouth is the most powerful way to get new business, the myth is that word of mouth marketing just happens and there’s nothing you can do to increase it.

Well you can increase WOM, it starts with having a better Referral, a more persuasive referral travels further via WOM. 

The trouble is most people haven’t tested how persuasive it is.

Beyond that, if you want to increase Word of Mouth you need to know where you are now and how your customers see you.

The basic idea is to get your Fans or Advocates talking more about you. The way to do that is to create content they will love and share and a must is to involve them in the process.

These are the key things you need to be able to answer.

A good model is as follows:

  • Exposure – understand how my existing fans refer to me to drive awareness.
  • Experience – understand how/what they are talking about based on working with you.
  • Involvement – ask your fans to help you create content, invite them to co-create
  • Connection – get your fans together around a topic/area of content which they all want to know about
  • On-going Referrals – get your fans to create content for you on an on-going basis.

So, in order for you to take advantage of this model, you need to be able to answer these key questions.

Each question is a statement.

Think about how much you agree with the statement on a scale of 1-9, where 1 is ‘extremely disagree with the statement’ and 9 is ‘extremely agree with the statement’.

So, can you answer these 10 questions:

  1. I know who my advocates and champions are.
  2. I know how my customers talk about me
  3. I know the topic/s that bind my advocates together
  4. I know the experience that customers have when using my products or services
  5. I know where my customers talk about my products or services
  6. My advocates know how they can bring new customers to my organisation
  7. I know the ‘channels’ that my customers use to give me feedback on my products or services
  8. I’ve tested my feedback channels to ensure that they work.
  9. I have a special channel for my VIP customers that gives them direct contact to me
  10. I understand what it is that drives customers to connect with me

If you are confident in your answers, then you are on the right road to creating a good referral strategy that effectively uses word of mouth to help grow your business and build your brand.

If you can’t (hand on heart) say that you really do know how to confidently answer those questions, then you need to stop and seriously think about doing some (probably cathartic) research to find out.

In either case, why not connect with me to learn more?

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About the author

Jake Pearce

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"Different to get better results". Jake is obsessed with marketing ROI. He helps companies amplify word of mouth to get business more easily. He uses Meanomathics to boost Comms cut through 10-30%. He uses co-creation to future proof innovation - he turned around a drinks category providing 15% growth using professional co-creation. And he helps top CEO and celebrities with their personal branding. 

Worked with Vodafone,Kellogg'sMcDonalds,ANZ,McDonalds,Suntory,Danone,HSBC,Barclays,BAT,Meat Brands,Saatchi&Saatchi,Draft FCB,Fairbrother Industries, Les Mills, Holmes Place, Grey and a host of digital start-ups.

Jake Pearce is a specialist in brand planning, development & innovation. Jake is currently working on a Word of Mouth Marketing start-up, a personal branding start-up and new delivery systems for wellness products. 

www.jakepearce.com - for brand development and innovation

www.womtwo.com - for word of mouth marketing expertise

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