Probably the most common view shared by accountants is that most of their new clients come through warm referrals. And for good reason.
These prospects tend to come pre-sold. An existing client, trusted friend, colleague or contact has already vouched for you. All you really need to do is not mess it up. Be friendly, be professional, explain how you help people like them, what it costs, your terms – and job done.
There’s very little ‘selling’ involved when someone gets in touch saying, “So-and-so told me to speak to you.”
You don’t need fancy persuasion techniques. Just a decent chat, maybe a cuppa, and a reassuring manner. Provided you come across as a fully functional and trustworthy human being, the deal’s nearly done.
But what if you want more clients than referrals are bringing in?
What if the referrals you currently get are only occasionally the type of clients you really want?
That’s where things get trickier.
Marketing to strangers – people who don’t know you, haven’t heard of you, and aren’t even looking for an accountant right now – is a very different game.
Your website and online profile are key here. Do they speak to and engage your ideal prospects? Or are they written to appeal to anyone and everyone?
When it comes to conversations at networking events or elsewhere, you don’t want to be pushy or pitch from the get-go. Think of it more like a variation on (professional) dating. You wouldn’t, I hope, start a first ‘date’ listing your qualifications, achievements and your hourly rate.
Yet I still see too many accountants trying to market themselves in a way that might work with referrals… but falls flat with cold prospects.
Cold prospects need warming up
When there’s no mutual connection, the relationship has to be built from scratch. That takes time, consistency, and a clear sense of who you are and who you help.
You need to get connected, noticed, liked and trusted.
You’re not selling to a faceless business. You’re speaking to real people with real concerns. They might not even be thinking about changing accountant – let alone hiring one. So bombarding them with service lists and fee structures won’t do much.
Instead, it’s about showing up regularly, being helpful, and letting your personality come through. Whether it’s through LinkedIn posts, comments, emails, networking chats or webinars – you need to give people a reason to notice, like, trust and remember you.
You also need to be able to tell concise stories about clients you’ve helped – ideally those who were in a similar situation or facing the same challenges as the person you’re speaking with.
And that only happens with structured, thoughtful engagement over time.
Marketing like a human
So much marketing advice skips the human bit. It jumps straight to tricks and tactics. But at its heart, this is about people buying from people.
The most successful accountants I mentor aren’t the ones with the biggest budgets or the slickest brochures. They’re the ones who’ve figured out how to communicate who they are, who they help, and why it matters – in a way that feels natural and sincere.
They don’t try to ‘sell’ in the way you’d sell a washing machine or a weekend break. They build relationships that lead to conversations. And those conversations – like referrals – often do the heavy lifting when it comes to winning new work.
it’s not rocket science – but it does take focus
If you’ve ever wondered why your outreach efforts don’t convert like referrals do, now you know. You’re playing a different game.
The good news? With the right structure and support, you can learn how to do this kind of marketing well – in a way that suits your style and doesn’t feel fake or forced.
It’s what I help accountants do every day.
If you’d like to have a confidential chat about your marketing, outreach or business development approach – and how to build a steady flow of new clients (without relying purely on referrals) – just drop me a message. I’d be happy to explore whether some 1-2-1 support would be worthwhile for you.
