Two Words That Could Change How Clients See You | 6 May

Many accountants assume they have a marketing problem.
Or a pricing problem.
Or that clients simply aren’t interested in anything beyond compliance.

But often, the real issue is positioning.

If clients mainly see you as the person who handles compliance, then even when you offer advisory, strategic support, or other higher-value work, it can still be harder than it should to explain, win, and scale.

And as AI makes compliance faster, easier to compare, and more price-sensitive, that positioning gap matters more than ever.

In this webinar, Shane Lukas will explore two simple words that can shift how your role is perceived by clients - and why that shift can transform the quality of your conversations, the value clients place on your input, and the future direction of your firm.

What this could help you do

  • Be seen as more than a compliance provider
  • Open the door to higher-quality client conversations
  • Create more demand for advisory and higher-value work
  • Build a more valuable and better-rewarded service offering

What you’ll learn

  • Why many accountants remain stuck in compliance-led positioning
  • Why the real issue is often perception, not pricing or marketing
  • How clients categorise accountants — and how that shapes buying behaviour
  • How small changes in language can shift perceived value
  • Why clear positioning is becoming even more important in an AI-driven profession
  • How to introduce higher-value conversations without losing your core compliance work

This webinar is for accountants who

  • Want clients to value their input beyond compliance
  • Already offer advisory services but want them to gain traction
  • Are frustrated by price-sensitive conversations
  • Want to move beyond reactive compliance work
  • Want to build more meaningful, strategic client relationships
  • Want to position their firm more clearly in a changing profession

Why attend

If you’ve ever thought:

  • Why do I attract price-sensitive clients?
  • Why aren’t clients more interested in advisory work?
  • Why is it still hard to move beyond compliance conversations?
  • Why am I doing more, but not being seen differently?

This webinar will help you reframe what’s really holding higher-value work back - and give you a clearer way to think about what to do next.

Event details:

Date: Wednesday 6 May 2026
Time: 12:00 - 13:00hrs GMT
CPD hour: 1
Price: Free

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About the speaker 

Shane LukasShane Lukas (1)

Multi-award-winning Shane Lukas has spent decades helping accountants strengthen client relationships, improve the value they deliver, and build more commercially valuable firms.

His work helps accountants turn compliance into a springboard for more valuable client work, so they can have better business conversations, create more visible client impact, and build work that is both more meaningful and better rewarded.

AVN Inspiring Accountants 

AVN works with accountants to develop the skills and confidence to build a truly 21st century business, so they can:

  • Deliver the support their clients really need
  • Scale up their business without extra stress
  • Focus on the type of work they love
  • Develop their team so they flourish and grow

Through structured training, 1-to-1 coaching and multiple resources and software, we equip accountants with the tools, the skills, the innovation mindset and the confidence needed to meet the challenges of running a business in the 21st century.


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