Influential Conversations for Accountants Podcast Webinar Part Three

Overview

• Purpose: Enhance accountants' influence in the marketplace and prepare for the upcoming conference in October.
• Audience: Accounting professionals (CPAs, enrolled agents, bookkeepers, QuickBooks Pro advisors, small business accounting advisers).
• Goals: Improve firm communication strategy, team development, and personal communication skills.

Series Details

• Structure: Eight-part series, recorded live as webinars, also published to YouTube and podcast platforms.
• Duration: Each episode is 30-60 minutes long.
• Dates: Episodes air on the second Friday of every month until October.
• Presenters: Hector Garcia and his brother Carlos, with special guest interviews.

Conference Information

• Event: Influential Conversations for Accountants conference
• Location: Hollywood, Florida
• Date: October 16-19 (tentative, subject to change)
• Registration: $1800, with several early-bird discount coupons available.

Special Guest: Blair Enns

• Background: Author and advisor to creative entrepreneurs, specializing in advertising and marketing firms.
• Books:
  • Win Without Pitching Manifesto
  • Pricing Creativity
• Blog: 'The Thinking' section of the Win Without Pitching website.
• Podcast: The Two Bobs with David C Baker.

Discussion Highlights

Win Without Pitching Manifesto

• Success: The book has been influential in changing business practices, especially in creative firms.
• Central Idea: Win business without pitching for free.
• Sales: Approaching 100,000 copies sold, testimony to its ongoing relevance.
• Unexpected Application: Principles apply beyond creative fields, including accounting.
• Content: Inspirational rather than instructional; focuses on fundamental shifts in thinking.

The 12 Proclamations

1. We Will Specialize.
2. We Will Replace Presentations with Conversations.
3. We Will Diagnose Before We Prescribe.
4. We Will Rethink What it Means to Sell.
5. We Will Do With Words What We Used to Do with Paper.
6. We Will Be Selective.
7. We Will Build Expertise Rapidly.
8. We Will Solve Problems Before We Are Paid.
9. We Will Address Issues of Money Early.
10. We Will Refuse to Work at a Loss.
11. We Will Charge More.
12. We Will Hold Our Heads Up High.

Application to Accounting

• Specializing:
  • Challenge: Industry accustomed to generalist approach.
  • Opportunity: Stand out by narrowing focus, even within a broad practice.
  • Example: Success stories from other industries, such as a hairstylist specializing in curly hair.

Key Takeaways

1. Specialization Increases Value: Reduces competition, allows for higher pricing by being an expert in a niche area.
2. Client Education: Educate clients on your specializations for better pricing and reduced questions.
3. Trust Through Specialization: Clients are willing to pay more if they perceive less risk in working with a specialist.
4. Power Dynamics in Sales: Your power is a function of clients’ desire for your services versus your desire to win the client.
5. Setting Prices: Begin with a high anchor price, then flesh out lower and middle options based on value and client needs.

Practical Implementation

• Manifesto Creation: Write and publish a manifesto/public letter that clearly outlines your firm’s approach and specializations.
• Pricing Options: Develop packaged service offerings at different price points to cater to various client needs while emphasizing your expertise.
• Sales Approach: Ensure the salesperson and expert roles align to maintain professionalism and trust.

Closing

• *Podcast Episodes Mentioned:
  • 'Just Stop Talking': On the value of listening over overselling.
  • Strategic Pro Bono: How pro bono work can benefit your firm.
• Contact: Join the Influential Conversations for Accountants conference for deeper insights into better client, team communication strategies.***