On the 23rd of June, Britain voted to leave the European Union. No other country has ever chosen to leave the EU before, so we are paving our own way on this decision.
Today, we now have a new Prime Minister and the Autumn Statement has been released, which provides some direction, but the question on everyone’s mind is, ‘what’s next?’
We’re in an awkward state of limbo at the moment because we’ve chosen to leave but we are still technically in the EU. As a result, some companies are feeling the strain from their clients’ uncertainty. Customers are less willing to take risks, change service suppliers and move about in this current state of unreliability, which can make it increasingly hard for businesses to grow.
So, what can you do to avoid a dry spell in your business growth?
Firstly, devise a strategy.
When KPMG heard about the results of the vote, they immediately appointed a Brexit team to deal with all of the issues that could arise because of the change. Naturally, if your firm isn’t as large as KPMG, there is less need to create Brexit-specific roles, however it is vital that you revisit and reevaluate the way you’re doing business. And when it comes to tackling business growth issues specifically, building a solid marketing strategy should be step number one!
When putting together your own marketing plan, the first thing to think about is your clients – both current and future. Ask yourself;
- What do my current and future prospects want?
- What would reassure them?
- What are their worries?
- What do they need?
- Have their priorities changed?
Once you’ve answered these questions, you can then devise tactics to address client concerns and appeal to new prospects that might not have considered your accountancy before.
The second thing to think about is how to appeal to lost clients or clients who put your services on hold because of the vote (if any!). Some prospects might have been scared away by the idea of change when Brexit was announced, for fear of moving into unknown territory. If these prospects were already pre-warmed to your brand, you can approach them from a more personal angle.
Consider writing an email to those who you think were close to an up-sell or cross-sell before Brexit was announced. Make sure to begin by reassuring them of their concerns and show them that it’s something you can either handle or help them avoid.
The aim is to create a solid client relationship with each and every warmed client and potential new one. If you’re addressing issues that your contacts have before they arise, they are likely to feel reassured – perhaps in a way that your competitors couldn’t offer.
Building client relationships can take time, but nurturing them is the most important thing – even after the ‘sale’. Share information and knowledge with them whenever you can, making sure that they continue to see you as an expert in your field.
With Brexit still in full force, be sure to always consider the fear that it may cause to both people and companies. If you can subtly address potential client concerns in your marketing communications, you might be able to dispel uncertainties and gain trust early in the relationship.
If you are unsure how to implement this kind of marketing strategy, get in touch today. A member of our team is more than happy to schedule a call with you or reply to you via email.