Winning new work, with a new client can be a really exciting opportunity for an accountancy firm.

However, it often involves months of pitches and proposals, as well as meetings and the completion of the onboarding process.

All of these things can way heavy on your resources and your time.

What if there was an easier option? An option where you already have established relationships? Can access existing data? And grow your fees without having to invest lots of new resources into a new client?

Of course, this option does exist already through the opportunities that firms make available through cross-selling and up-selling.

Many firms have become more switched on to this approach, with many launching new services and niches, or forging new partnerships with other professionals, to extend their overall offering.

Diversifying services is a great way to build fee income, but it is only one step in the cross-selling and up-selling process.

Now you have a new service, which you feel will add value to your clients, how do you target it at the right people?

Some firms will naturally choose a blanket approach and decide that it is something that they should offer to everyone.

Who wouldn’t want a new service, after all? Well by choosing this approach you could potentially alienate people who feel they are being over-sold or misunderstood.

This can be especially damaging to your brand where your marketing materials claim you provide bespoke and tailored services, but instead, you offer a disjointed, scatter-gun system for recommending new support.

Instead, a firm may decide to take a far more targeted approach, but then how do they spot the opportunities within their existing databases – especially if their data is siloed across different apps and practice management platforms?

It can take hours of work to break down databases to find the right targets. This is time that could be better invested elsewhere.

This is where a higher level of data management and automation via a single CRM platform can prove invaluable.

Feeding all of your practice management data in one place and having it decipher the right target audience not only saves time but also ensures that you hit the right people from the off.

If you are reading this and thinking that the former approach is somewhat similar to how you currently target potential cross-selling and up-selling opportunities, don’t worry you aren’t alone.

If you would like to discuss some of the innovative ways you can improve your marketing approaches in these areas through automation, we would be happy to have a chat with you. 

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Finalist for software Innovation of the year 2019