Are you attracting the clients and staff you truly want?
Are you yearning to upgrade your clientele and staff?
If so, it starts with your brand.
You must know the clientele you want in order to attract better clients and better staff. You want those clients to spend more money with you and come to you over and over. Do you have these clients? If not, what’s missing? Likely, your brand.
How do you attract the clients you want?
It comes down to your brand. Tom looks at brand as who you are and what you deliver. He believes in brand promise. This is very narrowly defined and states what you are promising to deliver and what you can actually deliver to your customers. You’ll notice that when a brand goes off base, it’s because it’s not sticking to its promise and identity. It’s important to maintain a brand. However, most businesses in the CPA industry don’t have a brand.
One negative thing CPAs have done as a profession is commoditize. For example, tax returns are completed by H&R Block or with TurboTax. It’s not the same as going to a CPA. However, CPAs have done this as a brand, leading to poorly prepared tax returns. This is why it’s important to look at your brand and figure out what it is and who you are.
How do you discover your brand?
In school, you’re taught how to do your profession, but you’re not taught how to run a business.
Let’s discuss Tom’s 3 steps towards discovering and establishing your brand.
Ask yourself, “What do I love about what I do?’
Start by discovering what you love about what you do and what you want to share. This is the beginning of your brand. You wouldn’t have a brand that you aren’t passionate about. This will help you come up with creative ideas of how to promote your brand and will attract others who share your common interests. For example, in Tom’s business he loves creating tax and wealth strategies, planning, and helping his clients see the future.
What energy do you want around you?
Discovering the energy you want around you helps you to attract the clients and staff you want. For example, Tom wants high energy, creativity, and innovation. This is why he chooses to work with entrepreneurs and entrepreneurial minded CPAs.
What unique gift do you bring to the world?
Knowing this unique gift is the gift you have to offer. Tom believes it’s your obligation to share your unique gift with the world. Everyone is born with a unique gift to offer. Tom believes if you have something that is unique to the world, you have an obligation to deliver it and let everyone know about it. This is generally what sales is: education. Tom has a unique gift in his business. He looks at taxes from a positive view and sees taxes as a series of incentives for entrepreneurs and investors. His unique gift is to make taxes fun and understandable. Educate your clients so they understand how the tax law will make them better entrepreneurs and investors as it helps them make more money and save on taxes.
Understand that you can easily develop your brand and attract the clients and staff you want. It’s going to be different for everyone since it’s unique to each person. Take the time to discover what you love, what energy you want around you, and what your unique gift is. It may take you some time to discover your unique gift, but it will be well worth the effort. And when you do these things, you will have better clients, a better practice, and a better life.
Want to learn more about how to get better clients, a better practice, and a better life? Book a call with the team at TFW Advisors® today!