22nd March 2017
A new type of seminar took place last month for partners, managers and marketing professionals of MGI UK & Ireland member firms. The topic was marketing, specifically how firms can establish a pipeline for potential new clients.
The day was facilitated by Martin Bissett, who has spent 20 years working in the industry gathering extensive knowledge on business growth, which he now spends his time passing on to others trying to grow their operations.
Participants were asked to think about their expectations for their firm, as well as the challenges they anticipate facing along the way and what the realistic outcomes are likely to be. The latter being the most important since the advice accounting professionals give can be life-changing for clients and it is this which should be the key focus when marketing services.
Real-life case studies were shared to demonstrate how messages such as 'I sold my business and now I can fulfil my dream to travel the world' are much more effective for their marketing than 'I got tax advice so I could sell my business in the most tax-efficient way'.
Participants were asked to consider a 25-word 'elevator pitch' to promote their business to a potential client.
The seminar was well received and feedback showed that it was particularly beneficial for those with little experience in marketing and business development.
The seminar took place in London on 22 February 2017 and the positive feedback from participants means that this will now become a twice yearly event on the MGI UK & Ireland meetings calendar.
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