“They won’t pay for it. It must be the price, I guess.”
I was interviewing referral partners of a client. To identify what they valued, unearth any red flags; dig in to find ways to improve the partnership and services offered.
Our client: an accountant with the usual tax, compliance, bookkeeping; and business advisory services tacked on the end.
I’m always interested in those. The evidence is clear: many small business owners want and need advice. After all, most have not had formal business management training. They start their business because they have a skill, a passion, and want to be their own boss.
“Send me the brochure, and I’ll have a look.”
What I received was a visually dense and attention-sapping explication…
A mere list of ingredients, with no connection to the business owner’s world. To their challenges, frustrations and aspirations. To the pay-off.
Instead we find:
1. a bald statement on why monthly financial reporting is a good thing – from an accountant's worldview. Nothing about the value of:
- stepping back to work on the business
- problem-solving rather than firefighting
- connecting back to the business plan
- finding ways to make work easier and faster
- involving the team – growing accountability, communication and skills
- or the deeper motivational connection to their emotional world.
2. a menu of individual service elements without any compelling statements that answered, ‘So what? WIIFM?’. Why should an overworked business owner care?
3. a testimonial stating the accountant knows his stuff and is nice and friendly
4. then raw price.
No wonder his clients got stuck, then bailed. And the cost of that?
Still more business owners floundering around on their own.
And accountants missing out on the satisfaction of helping business owners. (Beyond keeping the ATO at bay.)
Have you got services that your clients do not ‘get’, are not buying?
Get in touch; we’ll have a look and suggest some fixes.