Client Engagement and Go-to-Market Strategies w/ Michael Haynes

Welcome to another exciting episode of Building the Premier Accounting Firm with Roger Knecht. In this episode Roger highlights the journey of Michael Haynes from corporate roles to supporting small and medium-sized businesses, focusing on effective go-to-market strategies and customer engagement for accounting firms. The discussion provides actionable insights for business owners in bookkeeping, accounting, and tax services, emphasizing the importance of understanding client needs and fostering strong relationships.

Key Highlights:

1. How Michael Started in B2B:

   • Transition from corporate roles to aiding small businesses.

   • Insights gained from volunteering in Peru, emphasizing simplicity and customer care.

2. Understanding Client Needs:

   • Importance of tailoring services to small businesses that lack large corporate resources.

   • Necessity for firms to understand decision-making processes of ideal B2B clients.

3. Go-to-Market Strategies:

   • Comprehensive client acquisition and retention plans.

   • The “buyer AIR driven go-to-market framework” focusing on content creation, micro events, and strategic collaborations.

4. Customer Engagement:

   • Utilizing webinars, Q&A sessions, and collaborations to build trust and authority.

   • Importance of client interviews and workshops for gathering insights.

5. Client Relationship Management:

   • Emphasis on post-transaction management and tailored onboarding.

   • Understanding customer acquisition costs and lifetime value for resource allocation.

6. Effective Listening:

   • Critical for understanding firm dynamics and market conditions.

   • Encouragement for accountants to inquire more about clients’ business models.

7. Critique of Marketing Strategies:

   • Importance of prioritizing client needs over tactical marketing.

   • Urging a business plan focused on exceptional service.

8. Inspiration and Networking:

   • Michael shares transformative experiences from South America.

   • Promotion of networking and learning opportunities through GrowCon and Universal Accounting’s resources.

This episode provides essential strategies for small accounting firms to thrive by adopting customer engagement techniques from larger corporations, ultimately positioning themselves as trusted advisors.

 

Sponsors:

Universal Accounting Center

• Helping accounting professionals confidently and competently offer quality accounting services to get paid what they are worth.

 

Offers:

My B2B Go to Market Playbook for SMB Professional Service Firms. It is a free download that is available at https://listeninnovategrow.com/sme-playbook/

Get a FREE copy of these books all accounting professionals should use to work on their business and become profitable.  These are a must-have addition to every accountant’s library to provide quality CFO & Advisory services as a Profit & Growth Expert today:

• “Red to BLACK in 30 days – A small business accountant’s guide to QUICK turnarounds” – This is a how-to guide on how to turn around a struggling business into a more sustainable model. Each chapter focuses on a crucial aspect of the turnaround process - from cash flow management to strategies for improving revenue. This book will teach you everything you need to become a turnaround expert for small businesses.

• “in the BLACK, nine principles to make your business profitable” – Nine Principles to Make Your Business Profitable – Discover what you need to know to run the premier accounting firm and get paid what you are worth in this book, by the same author as Red to Black – CPA Allen B. Bostrom. Bostrom teaches the three major functions of business (marketing, production and accounting) as well as strategies for maximizing profitability for your clients by creating actionable plans to implement the nine principles.

• “Your Strategic Accountant” - Understand the 3 Core Accounting Services you should offer as you run your business. help your clients understand which numbers they need to know to make more informed business decisions.

• “Your Profit & Growth Expert” - Your business is an asset. You should know its value and understand how to maximize it. Beginning with the end in mind helps you work ON your business to build a company you can leave so that it can continue to exist in your absence or build wealth as you retire and enjoy the time, freedom, and life you want and deserve.

Learn what it is you can do to become an author, leveraging your expertise to market your services effectively and get the clients you deserve.  This is a webinar you don’t want to miss.  Learn from Mike Capuzzi what a Shook is and how you can use it to position yourself as the Premier Accounting Firm in your area.  This is a must-see presentation so get ready to take some great notes.

 

In addition to becoming an author, see what you can do to follow the Turnkey Business plan for accounting professionals.  After more than 40 years we’ve identified the best practices of successful accountants and this is a presentation we are happy to share.  Check it out and see what you can do to be in business for yourself but not by yourself with Universal Accounting Center.   It’s here you can become a:

 

• Professional Bookkeeper, PB

• Professional Tax Preparer, PTP

• Profit & Growth Expert, PGE

 

Next, join a group of like-minded professionals within the accounting community.  Stay up-to-date on current topics and trends and see what you can do to also give back, participating in relevant conversations as they relate to offering quality accounting services and building your bookkeeping, accounting & tax business.

 

• The Accounting & Bookkeeping Tips Facebook Group

• The Universal Accounting Fanpage

• Topical Newsletters:

• Universal Accounting Success

• The Universal Newsletter

 

Lastly, get your Business Score to see what you can do to work ON your business and have the Premier Accounting Firm. Join over 70,000 business owners and get your score on the 8 Factors That Drive Your Company’s Value.

 

For Additional FREE Resources for accounting professionals check out this collection HERE!

 

Be sure to join us for GrowCon, the LIVE event for accounting professionals to work ON their business. This is a conference you don’t want to miss.

 

Remember this, Accounting Success IS Universal.

Listen to our next episode and be sure to subscribe.

 

Also, let us know what you think of the podcast and please share any suggestions you may have.  We look forward to your input: Podcast Feedback

 

For more information on how you can apply these principles to start and build your accounting, bookkeeping & tax business please visit us at www.universalaccountingschool.com or call us at 8012653777