It’s safe to say that AdvanceTrack’s 2019 conference was a great success, with the most attendees ever at one of our now annual events
This year’s theme at AdvanceTrack’s 2019 conference was about building a first-class client experience. A range of speakers, including Paul Shrimpling, Iwoca’s Richard Sutton, The Profitable Firm’s Karen Reyburn and My Accountancy Place’s Paul Barnes, spoke at length about how digitising processes and thinking carefully about the interactions you have (or don’t) with your client will have a massive impact on how they value your service.
MD Vipul Sheth gave the introductory speech, talking at depth about the “journey that data takes through your organisation”, in tandem with how you deal with people.
“It’s about creating time and opportunity for you to speak to more people, that’s what AdvanceTrack is here for,” he said.
Sheth added that most firms’ staff, in five years’ time, will be technologically adept, and that bookkeeping services and management is “essential in terms of delivering a regular conversation”.
Building an onboarding process
The Profitable Firm’s Karen Reyburn gave an inspiring talk on using simple technology to build an onboarding process. She referred to the importance of “drip-feeding” information back and forth between yourself and the client during the process, and is not to be rushed so as not to overwhelm them.
Paul Barnes, founder of firm My Accountancy Place, spoke at length about how to set a pricing strategy.
Using GoProposal methodology, alongside bundled pricing, Barnes spoke about the importance of discussing the needs of a potential client face-to-face. When their needs are understood, the bundle can then be moulded to meet their needs. If required, the offering can be itemised so they can see exactly how much the range of services cost.
“If they were to hire an accountant in-house, we use that to contextualise our costs,” he explained. “You’re effectively an outsourced finance function.
“We’re iterating our services and pricing almost daily. Value pricing isn’t easy,” he added. “So make sure you charge on factors and outcomes.”
Nikki Adams, of practice Ad Valorem, said the conference “was great” for two reasons: “I was enthralled with some of the sessions where industry-leading specialists were able to paint the picture of the next stage of the cloud accounting transition for practices of all sizes; it also helped to benchmark us against, and network with, other forward-thinking accountants. We came away buzzing with ideas.”
Wood and Disney’s David Rudd said: “The AdvanceTrack conference re-affirmed that we’re on the right track but have more to do to digitise and optimise our processes. [It had] great speakers and [it was] good to catch up with friends old and new.”