Are you prospective ideal clients voting for you
Here in Australia we are in the midst of the federal election – Malcolm Turnbull the current Prime Minister (Liberal) is facing Bill Shorten (Labor). And who does not know about the US election process which seems to go on for ever pitching Clinton (Democrat) against Trump (Republican).
But can we learn anything from these elections?
All of these politicians are trying to convince people to vote for them. They are doing this through showing that their respective ideas are worth following and they can deliver on these ideas. We can laugh about some of their statements, be incredulous about their capacity to deliver on these ideas but when it comes down to election day we all search for reasons to support one or the other.
Lets think about this for your accounting or bookkeeping firm…..
Firstly like the politicians you need to know your target audience (constituents). Only by understanding in a detailed way our ideal customers can we start to craft messages that will appeal to them, attract them to you firm. In politics they dissect the electorate in a scientific manner so they can understand the pain points of each part of the electorate. But also politicians also know they can’t be all things to all people. Your firm can’t also be all things to all people.
Following on from this the question that is asked of politicians is “what do you stand for?” (Yes I know the current crop of Trump, Clinton, Turnbull, Shorten might get some amusing answers to that question). But think about this question for your firm. What do you stand for? What are your ideas about solving the problems of your ideal customers? (Remember if stand for nothing i.e just a generalist, then you will attract nobody).
By standing for something, as politicians well know means that some people will not like your ideas. Equally though it means that some i.e your ideal customers, will be attracted to your message.
Lastly another question we ask of the politicians is “how can we sure you will make those ideas happen?”. We want to be convinced that they can deliver their ideas. (Don’t get me started on this in respect to the Trump, Clinton, Shorten or Turnbull). Your prospective clients are asking the same question.
It is imperative that you demonstrate your firms expertise. You can do this by publishing articles on your website, industry publications, speaking at events amongst other activities. Probably the most important though is to have case studies on your site (and elsewhere) of how you have helped transform businesses.
So maybe these politicians can teach us something :-
- know your audience
- stand for something
- demonstrate your expertise.
The key to developing a firm which achieves pricing power is to position your firm clearly.