Peter Vander Wall argues accountants sell the wrong thing: they pitch payroll and bookkeeping when clients actually want peace of mind and help navigating big business decisions. Naming the service matters less than showing what it does for them.
So what a lot of accountants do, and I think this is a huge mistake, but they sell their service as basically, oh, we'll do your payroll and we'll do your bookkeeping, and we'll do three tax strategy calls throughout the year, and this and that. It's just line items of different accounting services that they're providing. But that's not what the customer is actually buying from you. What they're buying from you is the outcome they get from you performing that service. They don't want a financial strategy. They want the peace of mind that comes from a financial strategy. They want the ease of navigating big moves in their business that comes from having a financial strategy. But having the term financial strategy actually doesn't mean anything to a prospective client because they don't understand what that does for them.
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