Stop Wasting Time on the Wrong Prospects: Build Your Appointment Generation System

If you’re still offering free consultations to anyone who asks, you’re not alone.

But here’s the problem...

Most accountants end up speaking to the wrong people—those who don’t value your expertise, aren’t ready to commit, or simply want to pick your brain for free.

That’s time you’ll never get back.

What you need is a deliberate, systemised way to attract only the right prospects. A way to position yourself as the expert. A way to protect your time and energy.

Let me explain...

Step 1 – Define Your Ideal Client First

One of the biggest mistakes accountants make is trying to attract everyone.

You end up with the wrong clients, constant price resistance, and a practice that feels more like firefighting than forward motion.

Instead, get crystal clear on:

• Who you want to work with.
• What problems they face.
• What outcome they’re chasing.

When you know your ideal client, your marketing becomes focused, your language resonates, and your appointments actually lead somewhere.

But there’s a twist…

You also start repelling the wrong people—which is a good thing.

Step 2 – Position Your Firm as the Expert

A strong positioning statement tells the world exactly:

• Who you help.
• What problems you solve.
• What outcomes your clients can expect.

When prospects understand your value straight away, you instantly stand out from other firms offering generic “free consultations.”

Now, here’s the key part…

Your positioning isn’t just about clarity—it’s about authority.

And authority attracts action-takers.

Step 3 – Pre-Qualify Every Lead

Stop giving away your calendar to anyone with a heartbeat.

Instead, introduce an application form before any meeting is booked.

Ask questions like:

• What’s your current revenue?
• What challenges are you facing?
• Are you ready to invest in growth?

This one step filters out tyre-kickers and makes you look more professional.

Consider this…

Clients take you more seriously when they have to apply to meet you.

Step 4 – Charge for Initial Meetings (Even a Small Fee Works)

Here’s a simple truth: people value what they pay for.

Charging even £75 or £100 for an initial consultation sends a powerful message:

• You’re not giving your time away.
• Your expertise is worth paying for.

The goal isn’t to make a profit—it’s to elevate perception and screen out time-wasters.

And those who do pay? They show up ready to take action.

Step 5 – Start with a Short Online Meeting

Avoid long, open-ended calls.

Start with a 15-minute video call to assess fit. It’s fast, focused, and gives you full control over what happens next.

If it’s a match, book a longer strategy session (ideally paid).

If it’s not, you’ve only invested a few minutes.

Your time is too valuable to spend qualifying people manually.

Step 6 – Give the Meeting a Name

The words “Free Consultation” scream generic.

Instead, give your meetings a meaningful name, like:

• Profit Discovery Call
• Business Health Check
• Strategy Review Session

Better still—assign a price, even if you waive it. People value what they think costs something.

It’s a simple shift that can boost your conversion rate.

Step 7 – Automate the Workflow

Here’s what your tech stack should include:

• A landing page that communicates value.
• An application form (Typeform works well).
• A calendar booking tool (like Calendly).
• Email confirmations and reminders.
• Optional payment integration.

Once set up, the system runs in the background—so you can focus on the calls that actually matter.

Step 8 – Make Your Process Feel Exclusive

Tell prospects:

• You only work with a select number of clients.
• You want to ensure there’s a mutual fit.
• Not everyone is accepted.

This changes the dynamic completely.

You become the expert people hope to work with—not the accountant begging for business.

Scarcity creates desire.

Step 9 – Use Video to Build Trust

Don’t hide behind text.

Video makes your firm feel human. It builds rapport and reduces no-shows.

Use video for:

• A homepage introduction.
• A landing page explanation.
• A pre-call welcome message.

Even short clips can double your appointment conversions.

Final Thoughts – Build the System Once, Reap the Benefits Daily

This isn’t about getting more calls.

It’s about getting the right calls—with clients who value what you do.

Once your Appointment Generation System is in place, you’ll:

• Save time.
• Reduce no-shows.
• Attract better clients.
• Win more work—on your terms.

And you won’t look back.

💡 Pro Tip

Give your meeting a name that highlights value—like “Profit Improvement Call.”

It reframes the meeting as an opportunity—not a favour.

❓FAQ

Q: Should I really charge for initial meetings?
A: Yes. It filters out low-commitment leads and raises your authority.

Q: What tools do I need to set this up?
A: A landing page, application form (e.g. Typeform), booking tool (e.g. Calendly), and email automation.

Q: What questions should I ask in the application form?
A: Revenue, pain points, goals, and readiness to invest.

Q: Won’t this reduce the number of leads I get?
A: Yes—but they’ll be the right leads.

Q: How do I explain the consultation fee?
A: Position it as a small investment in gaining real clarity or strategy.

The Value Pricing Academy Team