When I was first appointed the marketing director of a firm of Chartered Accountants, I started looking at ways to give the firm an edge. My criteria was a) I wanted initiatives to be about where we would immediately be credible and b) it had to make a tangible, practical difference to clients.

One idea, based on my working with MORE, was to focus on upgrading client's financial systems so they were using the best and latest financial technology. Amazingly, only a small percentage of firms actively persue this stratgegy.

I thought we could create some really interesting new services including a systems review. We could then recommend software which would assist the client running their businesses more effectively. This would trigger new services around onboarding - set-up, training and ongoing coaching.

I did some research and was put in touch with one of the most successful Sage resellers in the UK. I met the MD and my first question was “how do you persuade people to invest and upgrade their financial software?”

He explained he uses lots of analogies and stories. One went like this “imagine your financial department is like a bike. At the moment you are sitting on a kid’s bike with stabilizers and you are peddling like crazy, not getting very far and sooner or later you are going to fall off and hurt yourself.”.

Then he explains to the prospective client “the system I have in mind is like a 20 speed racing bike. You may need a leg up to get on and a little support for the while but soon you’ll be flying”. 

Now, how persuasive is that compared to a list of software features and benefits?

Think about it. What picture comes to mind if I said to you that your Website is a like a bike and you are riding a kid’s bike?

Do you see yourself looking a little silly?

Now, think about what image comes to mind if I say the Website we have for you is like a professional racing bike. OK, it costs a bit to get it built, and you’ll need a little help getting going, but you will but you will soon be flying along, overtaking all your competition who will be struggling along behind you.

Can you see yourself moving? Can you imagine the feeling of the wind in your hair? How does it feel looking down on the competition as you fly past them?

So, when you want to persuade someone to do something you may find yourself using an analogy as part of the communication.

Now, I didn't write this post to persuade you to buy a Website from me. But, since you are thinking about it now anyway you can give me a call and book a telephone consultation.

Marketing for Accountants is fun, isn't it?