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.”

AdvanceTrack is gearing up for a busy time with two big events coming up

It’s events-frenzy for AdvanceTrack, with attendance at Accountex and its own conference just around the corner.

Accountex London is held on 1-2 May at Excel. AdvanceTrack MD and founder Vipul Sheth will once again be at the show with his team, on stand 516 (by the entrance).

Sheth expects Making Tax Digital, which has been in force from 1 April, to be front and centre of conversations across the two days.

“Practices will be talking about MTD and the knock-on effects of the legislation,” says Sheth. “Their clients will be saying ‘we don’t want to do the bookkeeping’… but the accountants can’t really create value out of doing it themselves.”

That is where AdvanceTrack can step in. “Practitioners will ask us whether we can take on this bookkeeping – of course we can,” says Sheth. “We agree with the practice what the technology stack will look like and then get down to the detail.”

  • It’s not all about Accountex, of course. AdvanceTrack’s Client Conference 2019, held on 30 April, is also one of the big dates in the calendar. For those of you that have read our main feature, you will have seen that expert speaker and author Paul Shrimpling is talking at our conference. Other speakers include Ashleigh Lambert, Karen Reyburn and Matt Flanagan.

The ‘client journey’ will be the central theme of this year’s event, which will cover pricing, marketing, onboarding and more. We hope that attendees will learn about taking action and driving change in their practice.

Our next issue will cover some of the highlights of the show.

A year’s a long time…

… In the accounting practice space! Last year’s AdvanceTrack conference saw more than 100 practitioners and tech experts discuss our theme: the business growth accountant. MTD and GDPR – those dreaded acronyms – were front and centre of discussions. In a world of great change and uncertainty, alongside legislative-driven pressure, how can you structure your operations to best serve clients – and at a profit?

Last year’s event illustrated to accountants the importance of building client relationships by having more up-to-date information about them, particularly on the bookkeeping front. While much has moved on in the last 12 months, this thread will continue in our next event.

“I’m driving home the message about our investment in technology to run an efficient and reliable service to our client firms, and an increasing focus on building a scalable bookkeeping service,” said AdvanceTrack MD and founder Vipul Sheth. “What you really need to consider is you have a set of skills that can change clients’ lives. You must understand the finances, their industry and the whole thing put together – that’s really your role.”

With the accounting profession in a constant state of evolution, accountants are always looking for their next source of inspiration. Whether it be a new tool for your team to use, or a new app to trial with your clients, there’s a plethora of support and events out there to launch yourself into.

Accountex is by no means the least on that list. Every year they build on speakers, apps, education and knowledge available at their 2-day event in London. You might go to demo new software, or learn about the trends defining the profession, or you might be there to simply share ideas and grow your network.

But how exactly do you attend such a marathon of a conference without the risk of overwhelm? How can you get best benefit from attending, as opposed to spending two days out of the office, inevitably returning to 123456 emails, and then letting everything you promised to do after the conference drop to the bottom of the list.

For some, the answer lies in this year’s Client Conference, which once again is being hosted the day before Accountex.

Plotting out your client journey

As we’ve already established, the accounting landscape has radically changed in recent years, and as a result of that, client experience has never been more important.

Marketing, onboarding, app stacks, pricing – it’s all connected, and for firms to thrive in this evolving industry, it’s now more crucial than ever to address the fundamental crux of accountancy businesses – serving your clients.

That’s why our annual conference is this year focused on the client journey. We want accountants to recognise the importance of providing a first-class experience to your clients, and as such, we’ve crafted our conference to cover every element of your client’s journey.

If you’re attending the conference, it’s an opportunity for you to start plotting out what your client journey currently looks like. Take a look at how your team operates with clients. Evaluate your pricing model. Sketch out your onboarding process. Determine your app-stack. Craft your MTD offerings.

By doing this before you attend the conference, you’re going into the conference with an open mind-set of what your client journey currently looks like, and how it might be improved once you’ve heard from the speakers of the day.

Take action at Accountex

Hearing from all the speakers at our client conference will no doubt give you a long list of elements to improve in your client journey.

The good news is Accountex is one of the best places to start taking action. You might need to revisit how you price based on the insights from Paul Barnes’ talk, which means connecting with the different pricing apps exhibiting at Accountex would be a great place to start.

Or you might want to adjust the app stack you offer to your clients, which would lead you to many apps available to connect with.

Whatever your actions may be, our approach would be to go to Accountex with a positive mindset for change. Be open-minded, be willing, be ready to try new things. With that approach, you’re in the best possible frame of mind to refresh the client journey in your firm and begin crafting that first-class experience that people are looking.

What does your client journey look like?

With Accountex a few weeks away, now is the time to start plotting out your client journey. Grab the post-it notes, or the whiteboard pens, and start writing down everything that makes up that experience, and your goals for improving it.

We’ll see you at Accountex and the Client Conference!

With webinars aplenty, another conference on the horizon and a return to Accountex, there’s no letting up for the AdvanceTrack team

It is busy but exciting times for AdvanceTrack. First, we have two webinars around the corner.

  • 9 May: ‘How to actually get marketing done in your firm’
  • 21 May: We discuss ‘How technology can help you deliver a cost-effective bookkeeping service’ with Tom Port from Auto Entry

We are making a big push to provide accounting firms with interesting and informative online video shows. Our previous webinar was the provocatively-titled ‘Do you have the balls to be a business advisor?’. Held on 18 April, our MD Vipul Sheth and Spotlight Reporting’s Debbie Spooner discussed whether accountants have the ‘courage’ to be a true business adviser.

Our previous recording saw Vipul and BlueHub’s Matt Flanagan discuss how to align the process and technology steps to deliver more advisory work. We are also preparing for our second client conference. Following last year’s successful show, AdvanceTrack is back for more.

There will be an important session covering AdvanceTrack’s GDPR journey which, hopefully, you will have picked up some useful information from in our main feature this month. Popular accountancy consultant Paul Shrimpling will talk about being a ‘value-added’ practice – and why getting to grips with clients’ bookkeeping is a vital step in that journey.

Other sessions will cover marketing; and how to access client data quickly online. BlueHub and Receipt Bank will also be in attendance to provide insight. We’re delighted to be back again at the biggest accounting technology event in the UK: Accountex. It will, as ever, bring together more than 200 exhibitors while running an extensive programme of speakers and sessions. Whether a current client, or just interested to find out more about AdvanceTrack, pop along to our stand for a chat.

More information

To register for our upcoming webinars, and to view our previous shows, visit www.advancetrack.com/webinars.

For more details about our client conference, visit www.advancetrack.com/events or e-mail us at advice@advancetrack.com. Come and visit us at Accountex across 23-24 May; attendee details can be found at www.accountex.co.uk.

This year is going to be a very busy, but very exciting, time for AdvanceTrack – and we’d like you to join us

While companies that provide technology-driven solutions have a reputation for not always engaging with their customers, we put customer service and understanding your requirements as top priority.

We’re delighted, therefore, to be able to announce two opportunities for you to meet with us and discuss where you’re heading, and hopefully how we can help you on that journey.

First off, we have the Quickbooks Connect show, held across 27 and 28 February in London’s Printworks.

This year’s agenda covers the most relevant issues facing practices: from marketing (harnessing social media and building a digital brand) through to moving your practice and clients to the cloud.

“We’re taking part to meet with forward-thinking practices, many of whom will already be clients of ours and hopefully some new faces as well,” says Vipul Sheth, founder and MD of AdvanceTrack. Sheth expects conversations to revolve around Making Tax Digital (see this month’s feature spread for more). He foresees many practices wanting a ‘solution’ to MTD, and a big part of that will involve the use of efficient cloud-based bookkeeping among other things.

More importantly, making this transition will put client information into practices’ hands that they can leverage to provide a better service. “The truth is that we speak about this a lot,” says Sheth. “If practices see this as ‘stopping clients getting tax penalties’ then it’s a client/adviser conversation about price. But good conversations with clients is about helping them run their business. Then clients look at the price and say ‘this is what I pay my accountant for’.”

Next we have AdvanceTrack’s own conference, following on from last year’s successful inaugural event at America Square with 70 people in attendance. The invitation-only event will see respected consultant Paul Shrimpling set out the process by which you deliver higher-value services to clients. The conference will then follow workshop-style sessions that provide more detail and insight into making that transition.

The conference will take place a few days after GDPR comes into effect – and AdvanceTrack will outline what we’ve done to make sure we are a compliant organisation.