Attracting new clients: what's wrong with this?

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AccountingWeb has a 12 point tick list for you to check off if you’re going to attract young clients. Some of it is OK but much of it is wide of the mark and representative of 20th century thinking. First up how do you define ‘young?’ 30, 25, 20, 15? There’s a heck of a difference. To the specifics. The author suggests:

1.  Perfect your image
I find this patronising. Does the author have that poor an image of the professional?

2. Show a ‘can do’ attitude
Almost all practitioners I’ve ever met want to help their clients. Do we need reminding?

3. Speak their language
Agree 100%. We don’t tend to be so good at this stuff so practice at getting it right will go a long way

4. Focus on good service
Again, I don’t know any firm that doesn’t understand the necessity of getting this right for all clients

5. Be upfront about fees
Agreed but I still see many firms wedded to the billable hour. In the article, the author says:

Younger clients seem to dislike the hourly charge-out method as in their own industries they are likely to charge fixed prices. They also tend to lean, at least initially, towards monthly payments rather than annual fees

I don’t see that being restricted to younger clients but I can understand how younger people might be more aware of alternatives

6. Get computerised now
Too late. If you are not familiar with technology then you’re already at a disadvantage. Understanding technology isn’t like riding a bike – hard for a bit and then you get it. It takes time to appreciate the generality of computer systems.

7. Go online

Too late. The advice about keyword search is dangerously out of date. This is way more complex.

8. Get blogging

Why? Most of what I see as service professional blogging is thinly disguised self serving nonsense. Onnly blog if you’ve got something of value to say that helps people who read your stuff.

9. Get a business mobile

No comment.

10. Embrace social networking
Why? The author claims: “Viral marketing is the modern equivalent of word of mouth.”  Sure, but we’re not selling toothpaste or Mars bars are we? Viral marketing has not proven itself of value in business to business relationship building. You still can’t beat ‘face time.’ I doubt you ever will – at least not in my lifetime.

11. Show goodwill
Definitely. Offering clients’ children the opportunity to do a bit of work experience is a great way to show you care and are interested.

12. Be charitable
You should always be prepared to do something for nothing with no expectation of reward. The problem with the author’s advice is that the expectation is inbuilt. That is so wrong – people can smell that a mile away. She also suggests Dragon’s Den style brainstorming. Excuse me but Dragon’s Den is entertainment. That’s why you see so many muppets on the show. Don’t go there.

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