I came across a curious slide deck recently called “How to Switch Accountants” published by an accounting firm.  Now why would a firm choose to tell their clients how to move to another service provider?

Thinking more deeply it was immediately clear – this firm was using sophisticated psychology in its marketing.  Let me explain

When you’re dating, how do you find good dates?

Think back to when you were actively seeking a life partner.  Remember all those conversations with friends when you groaned “All the good looking ones are already with a partner”?  or “I just get hit on by the ones I don’t like!”.  And of course, once you had found a partner, it seemed that the reverse was true!

Well the same applies to businesses who are courting new clients – those who seem to be desperate and will “go out” with any prospect only attract the ugly ones – yet those who exhibit the reverse characteristics seem to magnetically attract great new clients.

That was what this firm was doing.

Attracting great new clients by showing such confidence by telling their existing clients how to leave.  The clients CAN check out other providers, but the firm is so sure that they won’t like what is on offer elsewhere, that they either won’t try leaving or will come back fast.

The slide deck also includes a comprehensive list of questions to ask your new accountant under headings like

• Determining they are who they say they are
• Meeting your needs now and in the future
• Valuing your business – will they stick with you
• Staying current

Hats off to Alliott Accountants for having the confidence to publish this marketing tool How To Successfully Switch Accountants.

What can your firm do?

You may not feel ready to publish a similar document.  But here are 3 things you can do now to check your own firm’s perception by prospective clients:

1. Get a friend to ‘mystery shop’ your firm – ring up and see what happens when they say they’re looking to switch accountants.  Better still, call at 5.05 pm on a Friday.
2. Review all the marketing literature you have and see whether it accurately portrays your firm’s services, people, skills and areas of expertise
3. Do a client survey to see what (un-prompted) actual clients say they think your firm is good at.  And does it match 2 above?  Also do this to people who stop using your firm so you find out why they switched.

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