Most accountants excel at technical work—delivering accurate financial statements, preparing taxes, or offering advisory services. But when it comes to marketing and sales, many firms fall short. The skills that help you serve clients aren’t always the same ones that help you attract and win new ones.
That’s why it’s so important to understand how to market effectively, sell authentically, and ultimately grow your firm with the right clients. Recently on the Building the Premier Accounting Firm podcast, Roger Knecht (President of Universal Accounting Center) and Kenny Harper (a digital marketing and sales optimization specialist) shared strategies every accounting professional can use. Their insights provide a roadmap for amplifying your firm’s reach and results.
Marketing vs. Sales: A Crucial Distinction
One of the first points Harper raised is that many accountants confuse marketing with sales. The distinction matters.
- Marketing is about communicating your value to the right audience—showing potential clients how you can solve their problems and help them reach their goals. As Knecht mentioned on the podcast, marketing is broader than advertising. It includes networking, educational content, and the way you engage with current clients.
- Sales is about helping prospects access that value. It’s not about pushing; it’s about asking questions, understanding needs, and enrolling clients in the outcomes you can deliver.
When you understand the difference, you stop wasting time on the wrong activities and start building a process that generates leads and closes them consistently.
Marketing Beyond Ads: Positioning Yourself as the Solution
Too often, accountants think “marketing” just means running ads. But as Harper explained, you’re marketing whenever you’re showing up in front of your ideal clients—whether that’s at an industry event, on LinkedIn, or through a conversation with a referral partner.
Effective marketing answers the client’s two unspoken questions:
- Do you understand my problems?
- Can you help me solve them?
When your messaging reflects this, you’ll stand out in a sea of generic “we do taxes and bookkeeping” firms.
Unlocking Growth by Serving Existing Clients
Both Knecht and Harper stressed a critical growth opportunity that many accountants overlook: marketing to your existing client base.
Many accountants assume clients will ask if they need more services. The reality? Most clients don’t know what they don’t know. They may not realize you could help them with forecasting, cash flow planning, or exit strategy.
By asking deeper questions and proactively sharing your full range of services, you create new value for them—and more revenue for your firm. Bain & Company found that even a 5% increase in retention can boost profits by up to 95%. That’s growth hiding in plain sight.
Rethinking Sales: From Pushing to Enrolling
Accountants often shy away from sales because they equate it with being pushy. Harper reframed sales on the podcast as something very different: sharing with intention.
Instead of pushing your services, you position yourself as a trusted advisor by asking meaningful questions about a client’s challenges and goals. The “sale” then becomes a natural next step—helping them access a solution you already know they need.
This shift doesn’t just win new business. It builds trust and leads to long-term client relationships.
The APE Method: Achievable, Profitable, Easy
Knecht also highlighted Universal Accounting Center’s “APE Method”—a simple filter for communicating your services:
- Achievable: Clients can see the results as realistic.
- Profitable: The outcomes will improve their bottom line.
- Easy: Implementation won’t overwhelm them.
When you frame your offerings this way, clients are far more likely to engage.
The Customer Journey: Relationships First
Both Knecht and Harper warned against jumping straight to a sales pitch—comparing it to “asking for marriage on the first date.” Instead, focus on the customer value journey:
- Awareness – Help prospects discover your firm.
- Engagement – Build trust with content and conversations.
- Conversion – Invite them into a client relationship.
Taking the time to nurture prospects through this journey ensures healthier, longer-lasting client partnerships.
Niching Your Marketing Without Shrinking Your Firm
A major theme of the conversation was the power of niche marketing. Many accountants resist it, fearing it will narrow their opportunities. But as Harper explained, niching your marketing doesn’t mean limiting your practice—it simply means targeting your message.
By speaking the language of a specific industry (e.g., contractors, dentists, e-commerce sellers), your message resonates far more effectively than a generic pitch. Prospects feel, “This accountant understands me.” That confidence accelerates trust and leads to higher conversion rates.
Action Steps for Accountants
Here are five practical steps inspired by Knecht and Harper’s discussion:
- Clarify your value. Separate marketing from sales and define how you’ll do each.
- Audit your client base. Identify unmet needs and create a strategy to communicate additional services.
- Reframe your mindset. Treat sales as advising, not persuading.
- Test niche campaigns. Choose one industry and run a targeted marketing effort.
- Map your customer journey. Outline how prospects move from awareness to conversion with your firm.
Final Thought: Untapped Potential in Every Firm
Just as accountants uncover financial opportunities their clients overlook, marketing experts can reveal growth opportunities hidden in your firm. As Harper urged, it starts with adopting a fresh perspective and taking intentional action.
By embracing these strategies—many of which Knecht and Harper discussed on the podcast—you can amplify your reach, attract ideal clients, and truly build the premier accounting firm you envision.
