Q&A with Brian Coventry
Next up in our series of speaker Q&As, we chat to Brian Coventry, CEO of Envision. In his session at Accountex Summit North 2019, Brian will share insights about the latest AI trends, Predictive Analytics and Machine Learning. We caught up with him ahead of the conference to find out more.
Tell us a bit about your background…
My current role is CEO of Symphony – APS. I have 30 years senior leadership roles in listed companies, experience in managing and building international businesses in EMEA, Australia and NZ focused on Professional Services (Accounting and Law) vertical(s) in Australia, NZ and UK. I'm qualified as an Accountant with Ernst & Whinney.
What’s the most rewarding aspect of your job?
Applying my experience and knowledge of business, strategy and management – gained from different countries and cultures – helps others to see a forward path, revealing options and value improvements. I enjoy working with enthusiastic and driven people, whether it involves an engaging presentation, or to support entrepreneurial success. A key focus for me is to research and layout facts in language and terminology that others find easy to understand. It is essential to bring teams into a discussion on change, to help define a solution and then work with them to make it a reality.
And the most challenging?
Ensuring I stay focused and not getting too distracted by dead ends.
What one tip would you give to accountants to help them succeed?
Focus on building a strong culture that is genuine, where the team's behaviour demonstrates authenticity.
What do you want visitors to take away from your session at Accountex Summit North 2019?
One lightbulb moment that delivered a key learning that results in a significant change to their firm.
Is AI really going to have the impact that everyone is talking about?
Yes and no. No because some of the commentary is hype as we head to the peak of inflated expectations. Yes because the real money is on how humans will complement the emergence of new technology and how employees will be different in the years to come.
How important is Accountex Summit North to the industry?
In a word, education. Anything that provides insights into the landscape of opportunity has to be worthwhile.
What’s the best advice you’ve ever been given?
I have received lots in my career. One gem my grandfather gave me was – "there is nothing wrong with a little bit of arrogance in people, it's just when it comes coupled with ignorance that you need to give them a wide berth".
Tell us a fun fact about yourself that most people don’t know.
Classified in the main . I swim a lot. I was privileged to swim the English Channel with three mates. I swam from Finland to Sweden crossing the article circle finishing the event the day before it started.
See Brian at Accountex Summit North 2019
Artificial Intelligence: Cutting Through the Hype: Building Your AI plan in Theatre 2 at 4pm on Tuesday 10 September.
Q&A with Nick Elston
Nick Elston is an inspirational speaker on the topic of anxiety and mental health. In his seminar at Accountex Summit North 2019 he'll be sharing his personal experience with mental health, along with expert advice about how to manage anxiety in life and business (Theatre 2 at 3pm).
We caught up with Nick ahead of his session at the conference to find out more.
Tell us a bit about your background and how you came to be an expert speaker on the topic of Anxiety?
As a child I had OCD (Obsessive Compulsive Disorder) which morphed into GAD (Generalised Anxiety Disorder) into my teens and adult life – personally and professionally.
Fast forward to six years ago – I reached a breakdown point – outside of a Premier Inn in Somerset, immediately after a Networking meeting!
The reason I got to that point? I was wearing a mask. A mask for all of my responsibilities in life – but all of them were different. When we struggle with low self esteem, low self confidence and mental health challenges – we try and be what people see in us – what situations demand of us – but we sure don’t show ourselves.
So I decided to share me – the uncut version!
Two weeks after my ‘meltdown’ I spoke at the same Networking meeting – and for once, I shared it all.
All of those reasons why we don’t speak about this taboo subject – the fear of being judged, disliked or shamed – disappeared – as everyone gave me a round of applause, offered their support, their insights and at the very least – hugs! And I love hugs!
It became my therapy – and still is in some way – but from that point I spoke more and more – fast forward to today it’s my ‘job’ – travelling the world as a Professional Inspirational Speaker on Anxiety – but delivered in my unique ‘brutally honest’ and ‘utterly engaging’ style!
What’s the most rewarding aspect of your job?
It’s the power of sharing. I share everything. In return, my audience share right back. Essentially in life people just want to be heard and understood – not fixed as such – that’s what I love – giving people the platform to question everything and the phenomenal feedback that comes from that.
And the most challenging?
I am empathic – I feel what people feel when they talk to me. I use massive energy – mentally, emotionally, spiritually and physically when I speak. Plus – to deliver emotion – I revisit my ‘stuff’ – so a ‘gig’ can absolutely wipe me – recovery is key!
The conversation around anxiety has grown in recent years, why do you think the issue is becoming more significant?
This is a big question! Put simply – now more than ever we have many platforms to share, awareness has tackled a lot of the stigma plus there is a willingness to understand – both personally and professionally. However, I think a lot of the conversations – especially on social media – can be quite damaging – so it’s not always a good thing – but as I say it’s a huge question!
What do you want visitors to take away from your session Accountex Summit North 2019?
The ASN audience will learn some effective tools and tips on managing Anxiety in life and business – plus they will get to know themselves all over again!
What one tip would you give someone to help them manage their Anxiety?
Never assume! It’s important to know that we only get anxious about the THOUGHT of doing something – not the actual doing it. We project an assumed outcome – usually negative – usually incorrect! Set out to prove yourself wrong – as Mark Twain said ‘Some of the worst things in my life never actually happened!’ – we create Anxiety just from the idea of things.
How important is Accountex Summit North to the industry?
ASN is very important to the Accounting industry – I am a passionate believer in the power of networking and connections – plus I know from speaking at Accountex 2019 in London – mental health is right up there on people’s priorities – whether it be for themselves, their teams or their friends and families.
What’s the best advice you have ever been given?
‘Question everything!’ – I believe that the way we see the world and our experiences essentially come down to our Conditioning (learned behaviour), Narrative (the way we talk to ourselves) and Perspective (morals and beliefs) – most of these go unchecked! To gain control over your own life – you need to start to question everything!
Tell us a fun fact about yourself that most people don’t know.
I represented England at Football. Computer Football! Sensible Soccer to be precise!
See Nick at Accountex Summit North 2019
Talking Anxiety – a Twist on Managing Anxiety in Life & Business! in Theatre 2 at 3pm on Tuesday 10 September.
Q&A with Jo Edwards
In our next speaker Q&A, we chat to Jo Edwards, managing director of JE Consulting. Jo will be appearing at the conference in a panel discussion along with entrepreneur and author Carl Reader, Martin Bisset, founder of The Upward Spiral Partnership, and Des O’Neill, managing director of OmniPro Group, to share insights and answer questions about the best approach to winning new business.
Tell us a bit about your background and how you came to set up JE Consulting.
I set up JE Consulting in 1998 after establishing a career in marketing for the professional services IT sector. I recognised at that time that many firms needed help with marketing but probably couldn’t justify a full time person, so wanted to offer a cost effective solution through outsourcing with people that understood the professional and how they worked with their clients
What’s the most rewarding aspect of your job?
Seeing clients win new business as a direct result of the work we have done with them.
And the most challenging?
Ensuring that marketing takes the same priority as everything else!
What one tip would you give to accountants to help them succeed?
Understand the difference between sales and marketing and that raising the profile of your firm is a continual and never ending process.
What do you want visitors to take away from your session at Accountex Summit North 2019?
Practical ideas that they can implement immediately.
How important is Accountex Summit North to the industry?
Very – exploring and sharing new ideas is so important to maintaining a leading edge.
What’s the best advice you’ve ever been given?
Listen to your client – you have 2 ears and 1 mouth for a reason.
Tell us a fun fact about yourself that most people don’t know.
I have a little Cavapoo called Rabbit the Dog.
See Jo at Accountex Summit North 2019
Client at the Core in Theatre 3 at 12pm on Tuesday 10 September.
The panel will also feature entrepreneur & author Carl Reader, founder of The Upward Spiral Partnership Martin Bisset, and managing director of OmniPro Group Des O’Neill.
To apply for a place to attend the conference, please visit https://eventdata.uk/Forms/Form.aspx?FormRef=ACC99Visitor.
Q&A with Matt Garman
Our latest speaker Q&A features Matt Garman, CEO and founder of SalesEnabla, who's session at Accountex Summit North will focus on the transition for accountants moving away from more traditional services into advisory. We caught up with him ahead of next month's event to find out more.
Tell us a bit about your background and how you came to found SalesEnabla.
I came into sales quite by accident after applying for a commission-only position selling life insurance. I had a natural aptitude and quickly learned that being an expert in what you're selling, knowing the value of the product and when to walk away was the key to sales success. I moved onto to a Sussex based IT reseller MB Computer Services and quickly saw the potential of the company. I was fortunate to have the opportunity to buy the business by re-mortgaging my house. I rebranded the business which thrived. Both profitability and margins increased significantly and I merged the business with Surrey based dhc. I directly managed high-profile deals, refocused the sales and marketing teams and directed marketing initiatives. The business doubled in size, which allowed me and my co-directors to negotiate its successful acquisition. This was in 2012.
I established Sales Plus Profit, building on my wealth of sales experience and know how, as a result of former clients asking for help with their sales challenges. My success is driven by my proven methodology and the implementation of my Sustainable Sales System to overcome any obstacles preventing growth, optimisation and profitability. A sales consultancy is immensly rewarding, seeing a business flourish where it was once struggling is its own reward. I started to envision a future online product that could move beyond the constraints of a business' ability to afford both time and money invested in a consultant. I developed SalesEnabla to be a market disrupting product that has the potential to revitalise any business whatever its size, budget or sector. I want to help as many businesses as possible to achieve their aspirational objectives and fulfil their true potential.Without the limited reach of a consultancy-based operation, I'm 100% positive that SalesEnabla will reach the thousands of businesses who will benefit from my sustainable sales methodology and achieve the growth and profit they want.
What’s the most rewarding aspect of your job?
Seeing a business start to benefit with their sales and profit growing after a short period of time. Watching the increased confidence and collaboration in a sales team who are starting to succeed and feel able to deliver the results expected of them.
And the most challenging?
When a business asks for help but won't implement the recommendations required to turn the business around. Sometimes this is because of lack of confidence but it can be a conflict of personalities within the company. It's hard to communicate in some instances when there are stark differences in attitude right at the top of the business structure. It can be a challenging diplomatic scenario from which you just have to step back and remain neutral while still trying to guide them to success.
What one tip would you give to accountants to help them succeed?
Don't be afraid of sales. You don't need to be an expert, that's what SalesEnabla is for. You get to be the introducer we do the heavy lifting.
Why should accountants embrace the shift to advisory?
Shifting to offer advisory is the only way to combat the cheaper online and off-shore provision of a lot of traditional services. As an advisor, an accountant is in prime position to offer real value to their clients and demonstrate their value as a trusted partner for growth in addition to providing the suite of traditional services required.
What do you want visitors to take away from your session at Accountex Summit North 2019?
I would like them to be enthusiastic about how SalesEnabla can help them easily shift to advisory services and provide expert sales experience and knowledge for their clients without them having to worry about whether they can achieve the results their clients want. SalesEnabla has been designed to suit every business and the methodology underpinning the system is sustainable and proven.
How important is Accountex Summit North to the industry?
Very important. In these uncertain times it's vital to have a forum for discussion and presentation of new ideas, thinking about a prosperous future and how to bring it about. There will always be a North/South divide but this helps to show that business in the North is of enormous value and is equal to, not less important than the South.
What’s the best advice you’ve ever been given?
To believe in yourself, have confidence in what you do and pay your bills on time!
Tell us a fun fact about yourself that most people don’t know.
My life's pretty open especially after my book Learning the Ropes was published, but not many people know that...
See Matt at Accountex Summit North 2019
Become the Catalyst for Growth Advisory Within Your Client Base in Theatre 2 at 2pm on Tuesday 10 September.
Q&A with Des O'Neill
This time we caught up with Des O'Neill, managing director of OmniPro Group. Des will be joining a panel discussion along with entrepreneur and author Carl Reader, founder of The Upward Spiral Partnership Martin Bisset, and managing director of JE Consulting Jo Edwards, to share insights and answer questions about the best approach to winning new business.
Tell us a bit about your background and how you came to be managing director at OmniPro.
From a very early age I knew I wanted to be an entrepreneur. I read Jeffrey Archer’s Kane and Abel when I was about 11 and from that point onwards I was always going to own my own business. That book lit a fire inside me that has blazed ever since. I wanted to be free and make an impact on the world. As I went through my education I had various junior entrepreneurial ventures, becoming an accountant was a logical next step and when I qualified owning my own firm was not only a desire – it was the only option for me.
In an effort to gain experience as to how to run my own accountancy firm I became a Quality Assurance Officer with one of the Irish Accountancy Institutes. In my short time there as a monitor I learned there was a huge gap between the support the Institutes provided and what the accountancy firm owners on the ground really wanted and needed.
Back in 2003 as a naïve 28 year old along with my 22 year old brother Micheal I set OmniPro fill that gap. We set out to support accountancy firm owners build more profitable and rewarding businesses. We have provided a range to technical, training and consultancy services to Irish accountants over the last 16 years. In the last 2 years I have become solely focussed on our ProfitPro division where we help accountants build better businesses for themselves and their customers too.
What’s the most rewarding aspect of your job?
The most rewarding aspects of my job are hearing the Wins. The Wins and stories I hear from our firm owners have every day.
• The new clients they have won;
• The fee increases they have achieved to reflect the actual value they provide;
• The liquidation of lock up and stabilisation of cashflows;
• The improvements in profitability that allows them to personally improve their financial stability, while creating financial freedom in the future;
• The time flexibility and freedom they have gained to spend on the more important things in life;
• The health and wellbeing improvements they are experiencing by taking action in their business;
• The stories they tell about how changes in their business have positively affected their marriages and relationships with spouses and kids;
• The increased satisfaction they are getting out of their business because of the wins their team and customers are achieving.
And the most challenging?
Although we do not operate as an accountancy firm, we are just like a firm who has a deep niche that just so happens to be accountants. We provide bread and butter technical compliance services like Company Formations and Technical Auditing and Financial Reporting Queries along with more advanced services like Annual Compliance Reviews, Tax Advisory, Restructuring and Tax Planning. Then through ProfitPro we provide top level advisory services.
Our challenges are similar to accountancy firms:
• Attracting and retaining talent so we can deliver the results
• Serving our customers in the way they want to be served that allows us run a profitable and sustainable business
• Maintaining quality control and keeping ahead of all the developments
• Building a systems that produces a steady stream of ideal clients
• Finding the time to do it all
• Implementing the ideas we have
What one tip would you give to accountants to help them succeed?
Adopt 10X thinking.
You are not limited by where you currently are in your business. We are not limited by where we have come from and what has happened in the past. Most people overestimate what they can achieve in one year but underestimate what they can achieve in 10. Think 10x and implement strategically and consistently by focusing on the ONE Thing that is going to get you the result.
What do you want visitors to take away from your session at Accountex Summit North 2019?
Growing your business is ultimately about growing your freedom. Time freedom, financial freedom, relationship freedom and purpose freedom. Before you start growing get really clear and strategic about how your growth is going to grow freedom in your business. The better your strategy and the clearer you are the quicker and easier your growth will be.
How important is Accountex Summit North to the industry?
Accountex North is critical to the accountancy industry because opportunities are lost when accountants do not get out from behind their desk. This is an opportunity to get out there, meet the best of the best, hear the latest insights, see different ways of doing things, mingle with the people on the same journey as you and be open to the possibilities.
What’s the best advice you’ve ever been given?
Build your business as a cash generating asset that is not dependent on you. Build your business as if you were going to sell it. Whether you choose to sell it or not is irrelevant. I wish I had been given that advice earlier and heeded it quicker.
Tell us a fun fact about yourself that most people don’t know.
My lifelong ambition is to open up a keynote speech for 1000 accountants by coming on stage on a uni-cycle while juggling. I have perfected the juggling. I have bought the uni-cycle but there is still a bit of work to do to pull it all together…
See Des at Accountex Summit North 2019
Client at the Core in Theatre 3 at 12pm on Tuesday 10 September.
The panel will also feature entrepreneur & author Carl Reader, founder of The Upward Spiral Partnership Martin Bisset, and managing director of JE Consulting Jo Edwards.
To apply for a place to attend the conference, please visit https://eventdata.uk/Forms/Form.aspx?FormRef=ACC99Visitor.
Q&A with Alan Woods
Next up in our series of speaker Q&As we speak to Alan Woods, founder of Woods Squared. He'll be speaking in a panel session at the show along with Amanda C. Watts, founder of TwentyTwo Agency, about how to use the power of connections and partnerships across business for growth and success.
Accountex Summit North is for me the must attend event in the industry, it’s a great chance to meet up with current suppliers, peers in the industry, influencers in the industry and learn best practice, along with more than a few shortcuts to success..."
Tell us a bit about your background and how you came to found Woods Squared.
I began my accountancy career in 1995 and after qualifying in 2002 and becoming a partner in a local firm in 2004 my wife (also an accountant) and I decided to take the plunge in 2007 and started Woods Squared.
We started Woods Squared with the aim of disrupting the accounting industry by closing the gap between accountants and business coaches, we did this by focusing on the future and helping businesses to use their accounting information to make better informed business decisions.
What’s the most rewarding aspect of your job?
Helping people, it’s that simple. We want our business clients to end up in a better position after working with us than they were in at the beginning. Better might mean more cash, more profits or more time off – it’s what’s important to the business owner that we identify and help them to achieve.
And the most challenging?
Apart from filling in Q&As about myself………
For me I think this can be switching off, I love what I do and I love helping others and sometimes it can be challenging to let go of that... the responsibility of being part of a client's team is huge and very rewarding but can also be challenging to keep the balance here.
What one tip would you give to accountants to help them succeed?
Be clear on the service that you want to offer and therefore the businesses that you want to work with, don’t be swayed by what others tell you this should be… be true to yourself and your clients.
What do you want visitors to take away from your session at Accountex Summit North 2019?
For them to see the value in working with others and using the power of connection to build a stronger business and to help their clients get even better results
How important is Accountex Summit North to the industry?
Accountex Summit North is for me the must attend event in the industry, it’s a great chance to meet up with current suppliers, peers in the industry, influencers in the industry and learn best practice, along with more than a few shortcuts to success
What’s the best advice you’ve ever been given?
Not necessarily advice I’ve been given but it would be the quote from Zig Ziglar that goes ‘You don't have to be great at something to start, but you have to start to be great at something.’
This was particularly true for accountants (myself included) as we sometimes wait for everything to be perfect before we start… it’s ok to just give some things a go and then refine the process etc along the way.
Tell us a fun fact about yourself that most people don’t know.
I was thrown off a donkey in Tenerife when I was little and nearly fell over the side of the mountain… not sure where the fun part in that is but it’s definitely something most people don’t know!
See Alan at Accountex Summit North 2019
The Power of Connections in Theatre 3 at 1pm on Tuesday 10 September.
The panel discussion hosted by ACCA will also feature Amanda C. Watts, founder of TwentyTwo Agency.
Q&A with Martin Bisset
This time our speaker Q&A features Martin Bissett, founder of The Upward Spiral Partnership. Martin will be leading a panel discussion along with entrepreneur & author Carl Reader, and featuring managing director of OmniPro Group Des O'Neill, and managing director of JE Consulting Jo Edwards, to share insights and answer questions about the best approach to winning new business.
How did you get into the profession?
Complete fluke. I made a phone call to a consulting firm in 1998 which later led to the first nearly 14 years of working exclusively within the accounting profession.
What one person or business in the accounting industry do you really admire and why?
There’s a few but for sheer track record of achievement it’s hard to top Ron Baker and Paul Dunn.
What do you love most about the accounting industry?
The profound and unparalleled positive impact that accountants can have on the professional and personal lives of their clients.
What advice would you give to someone just starting out in the profession?
Understand how the accounting profession has arrived at where it’s at and extrapolate that another 10 years.
What one piece of advice would you give to accountants who want to be successful?
Stop doing nothing. Stop buying ‘silver bullet’ systems and actually build relationships with businesses who need you.
What’s the most challenging aspect of your job?
Finding the accounting firms that don’t wish to sit back and rely on their recurring fees but want to proactively help SMEs.
And the most rewarding?
When an SME has their house saved, business saved, marriage saved or whatever peace of mind they received; from the advisory support that they got from their accountant.
What’s on the horizon for you and the accounting sector?
For me, a stronger US presence and for the profession, an increasing parity in fees obtained from accounting and advisory revenues.
How important is Accountex Summit North to you and the sector?
Accountex and Accountex Summit North are the only must attend events in the calendar. It’s who’s who of the accounting profession.
What do you want visitors to take away from your session?
To think more about helping their clients and fall for less marketing hype.
Who or what inspires you to be even better?
My father’s own unrealised potential.
What’s the best advice you’ve ever been given?
Do well by doing what’s right.
Tell us a fun fact about yourself that most people don’t know…
I’m a shareholder of Hibernian Football Club.
See Martin at Accountex Summit North 2019
Client at the Core in Theatre 3 at 12pm on Tuesday 10 September.
The panel will also feature entrepreneur & author Carl Reader, managing director of OmniPro Group Des O'Neill, and managing director of JE Consulting Jo Edwards.
Q&A with Alastair Barlow
Next up in our series of speaker Q&As is Alastair Barlow, the founding partner of flinder. We spoke to him ahead of his session How to be a Kick-Ass CFO – all about using data to improve your month-end reporting – to find out his thoughts about the industry and what we can expect from him at this year's event.
How did you get into the profession?
I originally wanted to be an actuary (exciting eh) and was studying maths at University. I really struggled to see the relevance in the real world and so rather than changing courses, I applied to some local accounting firms and was offered an apprenticeship at one of them. I took the opportunity and subsequently left university to start my career!
That was an incredible grounding in accounting. I stayed at that firm for about two years and then jumped to PwC for a better overall study package where I stayed for 16 years before starting flinder.
What’s the most challenging aspect of your job?
Building and growing a very young firm I have lots of challenges – while we have a very clear vision and strategy, there are things we are still developing as we go; Rome wasn’t built in a day! I would say the most challenging is balancing capacity and recruitment. We’re a self-funded business so monitoring when we can bring on new employees is hugely important to ensure we don’t stifle growth.
And the most rewarding?
The pure joy of doing what I love; growing my own business, helping others to grow theirs, developing our team and creating an awesome place to work. Ultimately, we feel like we’re making a difference to people’s lives and the economy. That’s amazingly satisfying!
What do you see as key trends for the accounting sector in the coming year?
In terms of technology, data – a powerful commodity if you master it! An ever increasing importance of data for performance management and developing specialist data teams. And also Robotic Process Automation leading to Intelligent Automation and AI.
With regards to people and experience, deepening client relationships to become more embedded, enriching the client experience and more like business partners. Accounting firms and SMEs are significantly lagging behind large businesses here.
What do you love most about the accounting industry?
It’s the absolute backbone to business! However, I think the accounting profession is very misunderstood by the outside world. At flinder, we’re on a mission to change that.
What one person or business in the accounting industry do you really admire and why?
I think there are some great businesses, great leaders and great suppliers in the accounting industry. However, the one person I admire most in the profession has to be my business partner, Luke Streeter, which is the reason we are in business with one another! He shares the same vision, values and continually helps to push the envelope on what accounting and consulting is, means to clients and how we deliver it. There is no other person I would rather be in business with!
What’s on the horizon for you and the accounting sector?
For flinder, it’s all about controlled growth whilst maintaining our unique culture. For the accounting sector, I see data, robotics and culture as hugely important. From a client’s perspective though this is all about driving performance improvements and a greater emphasis on business partnering.
What advice would you give to someone just starting out in the profession?
Lap up and learn all you can but at the same time always challenge the status quo – we encourage all our team to continually question how things are done and if there is a better way. Also, get in touch with flinder if you want an awesome experience!
How important is Accountex Summit North to you and the sector?
Believe it or not, last year was the first time I attended Accountex. Before that, I had never even heard of it! When I attended I felt like a kid in a candy store and really revelled in the experience – I attended both days and took a lot from it. It’s great for networking, hearing from experts in the profession and what is going on from technology and other suppliers.
What do you want visitors to take away from your session?
To challenge the status quo in their finance function, to open their eyes as to what is possible by working smarter through technology and data and to enrich their management reporting through integrations, stakeholder involvement and ultimately look awesome for their CEO (and maybe get home earlier at month end 
).
Who or what inspires you to be even better?
I’m a pretty driven person anyway, but my daughter is really what inspires me to be better every day.
What’s the best advice you’ve ever been given?
People are just people – no one is more important than another.
Tell us a fun fact about yourself that most people don’t know…
Hmm…I’m not sure it’s a fun fact for others but I used to have a motor racing license!
See Alastair at Accountex Summit North 2019
How to be a Kick-Ass CFO in Theatre 1 at 4pm on Tuesday 10 September.
To apply for a place to attend the conference, please visit https://eventdata.uk/Forms/Form.aspx?FormRef=ACC99Visitor.
Q&A with Amanda C. Watts
In our next speaker Q&A we talk to Amanda C. Watts – founder of TwentyTwo Agency, an Amazon bestselling author, and founder of the British Accounting Marketing Awards.
She’ll be joining a panel discussion hosted by ACCA sharing expert insights and tips on how to utilise the power of connections and partnerships across business for growth and success.
At Accountex you can research, learn and connect with suppliers and peers alike. It is essential for building relationships and getting inspired. What you learn will keep you up-to-date and ahead of the curve. If you miss it, you will miss out.”
How did you get into the profession?
My father is a tax technician and he was retiring because he saw that the profession was going digital and changes were rapidly occurring. After many conversations with him he pointed out that accountants could really do with my help. To be honest I was sceptical at first, accountants can be very set in their ways and like to rely on referrals to grow a practice. But it soon became clear this traditional approach was no longer serving firms and that they needed help with client and staff attraction. So I applied my 26 years experience to accounting firms and the rest is history. BEST DECISION EVER. I love and respect my clients so much.
What’s the most challenging aspect of your job?
The most challenging part of my job is helping the practice owners find time. Time is something that is not infinite and it frustrates me when partners end up in delivery mode when they should be working ON their business not in it. Once we get this sorted though, it becomes no challenge at all. I love what I do and who I help…
And the most rewarding?
Most rewarding is when my clients create their signature system using my methodology… and then their whole business life becomes easy. When you have a framework to talk around and describe and differentiate your services your business then has no competitors. This is the most rewarding part of running my programme Velocity, where we help firms attract advisory clients and great staff.
What’s on the horizon for you and the accounting sector?
For me it’s reaching the four corners of the world. The past two years have been amazing and I am so grateful for the friends and clients I have built relationships with. I don’t feel like I have even taken the first step to making the impact I want to have.
As for the accounting sector I see a slight change, and those who embrace the technological changes will thrive. Some firms are aware that higher value advisory services are the way forward… I am concerned though that they need to get their advisory model right because otherwise the partners will be a bottle neck in the business and get burnt out. I have a solution to this, I am just waiting for firms to get comfortable with delivering advisory and then I can help them.
What one piece of advice would you give to accountants who want to be successful?
Work on your mindset above all else. It is easy to say you can’t do something, or that it is too far outside your comfort zone. The accountants I see being successful embrace their creative side and try and shake up the status quo.
What one person or business in the accounting industry do you really admire and why?
I really admire Rudi Jansen. Not only does he help other accounting firm owners systemise their practice but he has decided to jump all in and buy a few firms for himself. He diligently works hard yet still has time for his family and to help people.
What advice would you give to someone just starting out in the profession?
Work somewhere where there is a great culture. Work should be fun… work hard, laugh lots and make a difference to your clients.
How important is Accountex Summit North to you and the sector?
Imperative. The Accountex team are pivotal to the success of the profession. You enable firms and accountants to come together and change their lives for the better. As for me, well, you guys are amazing. Thank you for your support with the British Accounting Marketing Awards and with all I do.
What do you want visitors to take away from your session?
I want them to be inspired, but also have clarity. Once a firm gets clarity on their problems and how to overcome then, then all they need is a to-do list and to take action. Action will overcome any problem.
Who or what inspires you to be even better?
My children inspire me to be better. It’s a cliche but it’s true. My son and daughter have great mindsets and they have kept me going in very hard times. I want to teach them and support them fully, so I have to be better every day to enable this to happen.
What’s the best advice you’ve ever been given?
“Do as you would be done by” – Amanda’s mum.
Tell us a fun fact about yourself that most people don’t know…
Hmmm, I find it impossible to hum whilst holding my nose… (for those of you who just tried it, yep, almost everyone finds it impossible).
See Amanda at Accountex Summit North 2019
The Power of Connections in Theatre 3 at 1pm on Tuesday 10 September.
The panel discussion hosted by ACCA will also feature Alan Woods, managing director of Woods Squared.
To apply for a place to attend the conference, please visit https://eventdata.uk/Forms/Form.aspx?FormRef=ACC99Visitor.
Q&A with Janice B Gordon
We caught up with Janice B Gordon from Scale Your Sales ahead of her appearance at Accountex Summit North. She'll be sharing her sales and marketing expertise in a session all about unleashing the power of personal branding.
Tell us a bit about your background and how you came to set up Scale Your Sales...
I have been a Visiting Fellow of Cranfield School of Management for five years helping large global companies with consultancy and training in Cranfield leading-edge best practice Key Account Management strategies. I am a global social influencer and have always used social media to gain clients and grow businesses, it’s the modern way for all companies, whether a global sales team or an accountancy firm, to build a trusted relationship and increase sales revenues. Scale Your Sales is a framework created to fill a client need to secure, maintain and grow key accounts. Social selling is one of the many tools in the Scale Your Sales framework along with key account management and personal brand personality.
What’s the most rewarding aspect of your job?
When I help a company change their prospects by modernising the way they compete, and they say to me that it was my energy and training that help them exceed their target by $6 million. I want to do it again.
And the most challenging?
When you know that in one year that you could work with a company’s sales, marketing and senior executives and set them up to be growing faster in the future and the board or decision-maker defers the decision to star. Decision-makers are too often reluctant to lead change for fear of losing control until it is too late.
What one tip would you give to accountants looking to grow their sales?
Stop selling!
What is the most common mistake you see businesses making that impacts on their sales?
Selling with no system. Selling is haphazard, hard to predict and measure, reliant on a few people and not a whole company practice.
What do you want visitors to take away from your session at Accountex Summit North 2019?
Why and how their brand personality helps them get found by new clients and keeps existing clients happy. I want to motivate accountants to embrace the new age of growing an accounting practice to serve the needs of the 4th industrial age businesses.
How important is Accountex Summit North to the industry?
We are too London-centric, there are amazing companies in the Midlands, the North East and the North West but they are often overlooked; Accountex Summit North is essential.
What’s the best advice you’ve ever been given?
Do not lose sight of who you are. It is easy with the demands of growing a firm to lose sight of your values, to lose your humour and personality and to get swallowed up by the business challenge. Maintain close relationships with people who will tell you “you need a break!”
Tell us a fun fact about yourself that most people don’t know.
I fought with a Hippo in the Okavango Delta. You will have to read my book Business Evolution Creating Growth in a Rapidly Changing World, to find out what happened.
See Janice at Accountex Summit North 2019
Accountants Unleash the Power of Your Influence and Brand Personality in Theatre 1 at 3pm on Tuesday 10 September.
To apply for a place to attend the conference, please visit https://eventdata.uk/Forms/Form.aspx?FormRef=ACC99Visitor.