The power of proof is as relevant to accountants as it is to their business owner clients.

In short…

If prospective clients doubt your firm and your abilities, they are unlikely to use you as their accountant.

Perhaps surprisingly, this is a good thing for your business!

It’s good because the same ‘doubting Thomas’ approach applies to your competition as well.

So…

Build proof and you reduce doubt. The more proof you have, the more buyers can see you’re the ‘real deal’. You’ll be more believable. When you're more believable, chances are you’ll increase your volume of sales enquiries.

One of the four sources of proof is a strong guarantee.

Guarantees are talked about a lot but are rarely properly put to work by accountants – or are they?

One firm we work with has a 30-day annual accounts turnaround guarantee from the date of receiving a client's books and records. This gives them a competitive advantage when talking to prospects who either value timely annual accounts or who have had enough of delays from their existing accountant.

Another firm we work with has an overriding ‘customer care’ guarantee which asks clients to pay only what they believe their service warrants.

Of course, there are many issues and concerns surrounding guarantees. What are your experiences of guarantees in your firm and in your clients’ businesses?

What guarantees does your firm use?

What guarantees work for your business owner clients?

Are guarantees suited to a ‘trusted adviser’ relationship (I think they are)?

Build strong guarantees as proof of your confidence to deliver the best service and care for your clients.