Mark Jenkins tells Accounting Influencers host Rob Brown how accountants can create more new business opportunities by educating their clients better - Accounting Influencers Podcast

Episode 45

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Published on:

4th Mar 2022

Using Client Education to Drive Growth - Mark Jenkins

Episode 45. In today's interview, "Using Client Education to Drive Growth - Mark Jenkins."

Mark has had over 20 years in Public Practice in New Zealand. In 2014, he sold his firm so that he could focus on his true passion - helping accountants to accelerate small business success. Mark joined forces with Viv Brownrigg, together creating The Gap so that Accounting firms throughout NZ, Australia and the UK can use Business Development content to maximise income without having to re-invent the wheel. Key takeaways from this episode include:

➩ Why it's exciting to be in the accounting profession and how covid offers opportunities to close a client disconnect

➩ What clients have traditionally thought of their accountants, and what needs to change in educating clients

➩ Why accountants must stay relevant to their buyers and clients, and what happens if they don't

➩ The importance for accountants of staying relevant to clients and educating them if they want significantly more referral business

➩ What stops accountants educating their clients on how they truly help and the additional services they offer

➩ The danger for accountants of assuming that their clients will only ask for what they need vz help to run a better business

➩ The key areas clients need education and help with that an accountant should be offering

➩ The Forbes definition of business development and how it relates to advisory services for accountants

➩ The two way education that is needed for accountants to come up with the best possible support and advice for the accounting client

➩ Examples of where client education has been really impactful for accounting professionals

➩ The sad lack of proactivity with some accountants who have not reached out to their clients during covid

➩ Why having loyal clients are not always the ones who will reach out to their accounting advisors for extra help

➩ The potential revenue upsides in playing a long game when accountants properly educate and inform their clients

➩ The first thing accountants must do if they want to solve more problems and create more opportunities with their clients

➩ Tips for accountants who want to create more time to be more strategic and advisory led with their clients

➩ The role of the 'achiever matrix' in helping accountants decide what's important vz urgent with their time and focus

➩ How accountants can make good decisions about what content and social media channels they invest in to educate their clients

➩ Smart strategies accountants can use to increase engagement in their content and webinars/online training

➩ How accountants can help their clients define success and how it's different for each client

➩ Tips to solve the marketing department-outsourcing-doing it yourself dilemma for accountants who want better marketing

➩ How the FGG principle can create better client loyalty, engagement and cross-selling opportunities for accountants

➩ What benefits come to those accountants and accounting firms if they focus on good client education

➩ What best practice for client education looks like for accountants who want to create more revenue opportunities and serve their clients better.

In his downtime, Mark likes nothing more than getting up at the crack of dawn, pulling out his kayak, catching, filleting and BBQing his catch of the day. Contact him here:

Website https://www.thegapportal.com/

LinkedIn https://www.linkedin.com/in/mark-jenkins-59872a42/

NOTE TO LISTENERS:

The Accounting Influencers Podcast is a CPE-accredited daily radio-style show with four segments coming out every Monday which are repeated on the other 4 weekdays as standalone episodes, plus a bonus 'from the client's perspective' episode on Saturdays. On Sundays, listeners get a short min trailer for the coming week's episodes.

Every Tuesday the show gives you a relevant news topic from the accounting and fintech world with a direct application to accountants, CPAs and bookkeepers. Great to stay informed and build your commercial acumen.

Every Wednesday and Friday, we feature an uncut interview with top authors, leaders, thinkers and performers in the accounting and fintech world.

Every Thursday the show gives you a practical 'here's what works' tips concerning a key challenge, need or strategy for accountants, CPAs and bookkeepers. Great to stay current and keep your skills topped up.

Finally, every Saturday gives listeners a bonus episode which focuses on the buyers of accounting services - the clients themselves. In particular how they feel, react to and experience their interactions with accountants. That includes why they buy or don't buy, why they move or stay and why they think how they think about you, your firm, your prices and your offerings.

Martin and Rob love to hear from the show's 20,000 unique listeners in 144 countries around the world. If you like the show, leave a review wherever you listen, and please recommend the show to your friends and colleagues.

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About the Podcast

Accounting Influencers Podcast
Host Rob Brown shows accounting professionals and leaders how to be more influential, grow their personal brand and be more authoritative, relevant and high profile in their roles..
The Accounting Influencers Podcast, hosted by Rob Brown, is a must-listen for accounting professionals looking to strengthen their leadership presence, stay informed on disruptive forces in accounting and build credibility within their firms. Geared toward firm leaders, managers, partners and influencers, the show covers key topics like career development, influence, personal branding and interpreting the evolving trends impacting the accounting world. Rob brings his expertise to each episode, offering insights and guidance on how to grow your personal brand and stay strategically important in a rapidly changing profession. Whether you're aiming to influence within your firm or expand your reputation outside of it, this international podcast offers practical advice and forward-thinking insights that will keep you informed and prepared for the future.
Accounting leadership
Executive presence for accountants
Building influence in accounting
Accounting industry trends
Personal branding for accountants
Accounting firm strategy
Accounting business models
Leadership in accounting firms
Talent management in accounting
Authority in accounting profession
Career development for accountants
Accounting firm growth strategies
Influencers in accounting
Accounting firm management
Disruptive forces in accounting
Accounting leadership strategies
Accounting career success
Accounting firm decision-makers
Accounting business trends
Building credibility in accounting

About your host

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Rob Brown

Rob Brown hosts the multiple accounting podcast and chair conferences, panels and events globally for the accounting and fintech profession. He is co-founder of Accounting Influencers Roundtable (AIR) which helps vendors, experts and influencers serve the accounting and finance world. He is a dynamic speaker and accomplished expert on trust, reputation, employer brand, talent, career development, succession, gen z/generations, employee advocacy and executive presence. Rob is author of the bestselling book Build Your Reputation (Wiley) and his TEDx talk ‘The Personal Brand of You’ has been viewed 400,000 times on YouTube. He is a stroke survivor, has epilepsy, is a committed Christian and has a black belt in kickboxing. He is based in Nottingham UK, home of Robin Hood, plays chess and backgammon, loves orange chocolate and is allergic to grapefruit.