Helen Queen

Queen Accountancy

Owner

PETAL Pacific European Timber Agency

Finance Director

More than accounting – financial management that drives your business forward. Queen Accountancy is your one stop shop for all the financial insight you need to grow your profits and stay in control

Did you know that over half a million small businesses closed in 2022? 

Many failed because of poor financial management which meant they couldn’t withstand the impact of COVID and other factors affecting the economy.

One of the problems is your average accountant is too focused on the past. They delve into what happened in the previous tax year to help you remain compliant with HMRC.

But this backward-looking focus can leave you floundering when it comes to what’s happening right now, what might happen next, and how you can change your decision making to secure your business’ future.

That’s where a part-time finance director comes in. Most SMEs don’t need a full-time FD, nor can they afford one, but that doesn’t mean you can’t get the financial management support you need.

Imagine knowing exactly when you might need to get some additional funding to help you over a blip in your cashflow. Or understanding exactly which of your products or services are driving your profit margins. Or where to look for investment opportunities that have the best chance of success.

It’s all very doable when you work with me.

I’m Helen, the Accountancy Queen, but I don’t call myself an accountant because I’m so much more than that. 

My services, aside from the usual tax compliance, payroll, annual accounts, and bookkeeping, include:

•	Budgeting and forecasting
•	Management reporting/Financial Reporting
•       Financial Analysis
•	Funding/grants submissions
•	Business growth advice
•	Invoice/trade finance options
•	Software training/support (Freeagent, Xero, Sage, Sage 200)

As my ideal client, you’ll:

•	Be a proactive, forward thinking business owner 
•	Willing to listen to advice and act on it
•	Have a workforce of up to 50 staff 
•	Run an importing/exporting operation

By working with me, you’ll get:
✅ Deep insight into what’s working in your business and what’s not
✅ A methodical approach to growing your business
✅ A business partner who is focused on your company’s success

If you know your business needs to take a more proactive, dynamic approach to its finances, give me a call and let’s find out whether we’re a good fit for each other.

DM Me
EMAIL: Helen@Queenaccountancy.com 
PHONE: 015394 82007

I do accounting

The Profitable Accountants Community

I've got my practice to run without me so now I help other accountants to shortcut their learnings and not waste time and money doing the wrong things (like I did). 

If you're a practice owner and struggling to:

- get new clients
- get higher prices
- recruit and retain good people
- get out of doing technical work and being the go-to for clients

Then you need my help.

If you've read my book (link in profile) and listened to my podcast then the next action to start overcoming your biggest challenges and build a firm that gives you money, time and freedom is to:

- Join my inner-circle - The Profitable Accountants Community where you get training from me, resources to shortcut your learnings and access to a community of 150+ firm owners helping each to get results

- For 121 coaching and access to a smaller group of accountants in my Mastermind group - apply for a call or DM me 'mastermind'. (qualifying criteria)

- For 2-3 partner firms I can offer tailored coaching for you and your teams.

For more details check out my website at the link below.

https://www.rezahooda.com/

Coach & Mentor to accountants

Capture Accounting

Are you a Content creator or social media influencer? 

Does your accountant really understand your business? 

Do you have regular contact with your accountant to help you navigate the world of finance and tax and give you proactive advice?

Or do you only hear from them once a year to do your tax return? 🤔

I thought so 🤦‍♂️

We specialise in working with creators just like you who are growing their business rapidly having built a great following. 

What you need is a specialist that understands what you do so you don’t have to explain where your income comes from and what it means. 

We help you take the stress away of managing your money and taxes so you can concentrate on what you do best ie growing your following. 

If that sounds like something you’d like to hear more about you can book a quick 20m call 📞 from our website: https://www.captureaccounting.com/

Founder

Walji & Co Chartered Accountants

Focused on providing value added, proactive and hands on financial and taxation services to owner managers and their businesses.

Partner

PricewaterhouseCoopers LLP

Worked within the fastest growing segment within PwC being the Entrepreneurial and Private Clients Tax team. 

Managed and advised a portfolio of private / family owned companies and high net worth individuals to structure their affairs in the most tax efficient manner. This required the highest level of expertise in corporate and personal taxation planning. 

My private company clients were in a variety of industries including a Foster Care agency (t/o £100m), Food wholesaler (£50m), Accessory/watch distributor (t/o £30m), Hotel operators (t/o £10m) and a highly specialised, fast growing construction company (t/o £12m). I also gained experience of advising clients on management buyouts, company purchase of own shares and venture capital incoming investments. 

The above experience gave me the required skills and expertise to take the step of buying into a smaller accountancy Practice in Southampton where I am currently a Partner. Although the size of the clients I deal with now are smaller, they are faced with the same challenges and can avail of the same tax planning opportunities that were encountered by my portfolio of clients within PwC.

Tax Manager

I help Accountancy Business owners grow and get out of the day to day | 15+ years of lessons in my book - Click 'Visit my Website' below to order

Hi 👋 I’m Reza

I own an Accountancy Business I grew from £200K/pa → £1M+/pa.

Today, I have a team in place so that it takes me LESS than 5 hours a MONTH to run it.

But it wasn't always that way -> I had many challenges to overcome including:

1. Transitioning to better quality clients who pay higher fees
2. Repricing existing clients who weren’t paying me enough
3. Knowing who to bring on board to let the business grow
4. Having the price conversation, face-to-face
5. Finding the time in the day to get everything done

Solving those problems grew my firm to 7 figures.

And now I’ve helped 150+ other firm owners in my community solve those problems for their own business.

Some of the results people have gotten working with me:

👉 Bev increased her average fees from £269/mo to £1000+ /mo
👉 Tej doubled his revenue from £650k to £1.4m in 2 years
👉 Suzanne repriced a client from £5k a month (timesheet) to £15,000 PER MONTH!
👉 Michelle cut her hours down from 60 → 30 hours per week
👉 Frederik got rid of the timesheets, reduced his head count whilst increasing profitability

Just to name a few! (see more in my featured section above)

If you’re an Accountancy Business Owner wanting to get out the day-to-day and scale your firm profitably… 

🤙 Get a copy of my book "The Four Pillars" by clicking 'Visit my Website' at the top of my profile 👆

Reza Hooda FCA CTA

I walked away from a stable job to build freedom, here's the part nobody tells you.

December 2007.
Handed my notice to PwC.
January 2008.
The financial world collapsed.

I was 27. Mortgaged to the hilt. No going back.

Everyone talks about the courage to leave.
Nobody talks about what happens next.

Year 1-6: The Prison I Built

Left corporate to escape 60-hour weeks.
Ended up working 80.

Left to be my own boss.
Became a slave to every client.

Left for financial freedom.
Earned less than my PwC salary.

The business owned me harder than any job ever did.

The part nobody tells you:

Freedom isn't what you leave.
It's what you build.

And most of us build prettier prisons.

We trade:

- One boss for 100 bosses (clients)
- Structured hours for 24/7 anxiety
- Corporate politics for cashflow stress
- A salary for feast or famine

I spent 6 years thinking more hours = more success.

Wrong equation.

The real formula:

Better systems > More hours
Better clients > More clients
Better pricing > More work
Better team > Doing everything

2014: Finally learned this lesson.
2024: Work 10 hours/week. Earn 10x more.

The freedom I wanted at 27?
Took me 7 years to build it.

Not because I lacked courage.
Because I lacked knowledge.

Leaving is the easy part.
Building is where 90% fail.

You don't need more courage.
You need better strategy.

Question: What's the biggest shock you faced after leaving employment?

I help Accounting Firm owners grow and get out of the day to day | 15 years of learning in my book The Four Pillars - hit 'Visit my Website' below to get a free copy | Practice Owner of 7-figure firm - Capture Accounting

I got investment advice from Warren Buffett.

He said the best investment he ever made:

- wasn’t Apple
- wasn’t Coca-Cola
- wasn’t Kraft

The best investment he ever made was in himself.

↳ Investing in a mentor

At the time, it was a huge amount of money for him,

To get mentored by the late Dale Carnegie - author of the iconic ‘How to win friends and influence people’ book.

He told Tony Robbins in an interview that were it not for the investment he made in himself,

He would not have developed the confidence and communication skills that have made him $Billions since.

Pretty obvious lesson there for us all.

The best investment is to invest in one-self.

Harsh truth to grow your accountancy firm:

Stop thinking like an accountant

Instead of:

→ Prepping tax returns & accounts
→ Swotting up on financial reporting standards
→ Attending accounting update seminars
→ Looking for that £1.80 difference in Xero

Do this to grow:

→ Getting clear on your value proposition
→ Establishing a pricing system
→ Working on your marketing
→ Learning how to be a better communicator
→ Creating systems for your team to follow
→ Investing in a coach or mentor

Hire accountants to do accounting work.

So you can focus on building the business skills that are going to grow your business.

I’m in Stage 4 of growing my 7-figure firm.

Here are the stages I’ve seen.

(and what I’d do differently if I were to restart)

Stage 1 - Launch 🚀

£0 to £250k

The priority here is just on winning the customers you want at the price you want.

Your focus should just be on positioning and pricing.

By positioning your firm as a go to firm for a particular sector you’ll grow faster and grow profitably.

You can get to £250k-£300k on your own with some sub contractors if you nail your positioning.

Stage 2 - Build 🧱

From £250k - £500k

Now you need to build systems and team to start building a proper business.

If you’ve got your positioning right you’ll have the profits to invest in more experienced accountants who can handle client relationships.

That frees your time and brings in resource to help you up skill and move to the next stage.

Set your core values and hire and fire based on those.

Stage 3 - Scale 📈

From £500k - £1m+

Now you’ve got systems and a steady stream of new clients coming in, your focus shifts to 100% team.

You come off client relationships and move into the role of coach and leader.

You set the strategy and start hiring a leadership team to execute on your vision.

Having a team that is aligned with your vision and values is a must.

Stage 4 - Strengthen 💪

From £1m - £2m+

Congrats 🥳 you’ve made it to a 7 figure firm - something very few achieve.

To avoid getting burned out and tying yourself to a business that you fall out with, focus on building a senior leadership team that actually runs the business.

There’s too much risk on the line for you to do it alone at this level.

Get it right and you can build a very valuable firm that gives you the time, freedom or exit you desire.

I’m enjoying being in this stage 😊.

(Hit the save button for reference)

“I walked into a local accountant’s office… and walked straight back out.”

That’s what Thomas told me on our call.

He’s a Twitch streamer with over 350,000 followers.

💸 £70K–£125K projected revenue
📺 TV deals, affiliate income, merch, brand collabs
📈 Hiring soon, building a team, scaling fast

But when he needed an accountant?

“I explained Twitch, affiliate links, monetisation… and they were just blank.”

“They nodded and said ‘we can figure it out’, but I didn’t feel confident. It didn’t feel right.”

So he left.

And literally typed into Google:

“Accountant for Twitch streamers”

That’s how he found us.

Here’s what most accountants don’t realise:

Clients aren’t searching for a generalist.

They’re searching for someone who gets them.

Thomas didn’t need a tax return.

He needed strategic advice. A company setup. VAT guidance. Payroll. Structure. Peace of mind.

“I don’t want to fumble this because of bad advice. This is my shot.”

That’s why your positioning matters more than your qualifications.

If your website, marketing, and message still says:

“We work with businesses of all sizes…”

…then don’t be surprised when your best-fit clients walk out after 3 minutes.

👀 Want to see how we built Capture into the go-to firm for creators?

Drop a comment or DM me with:

“creator strategy” and I’ll send you our exact playbook.

Stop being an option.

Start being the only choice.

Unpopular opinion: Your cheapest clients are destroying your firm.

Not slowly. Right now.

A few years ago, when I was still doing client work, I fired a £500/year client. She'd been with us for three years, and I should have done it two years earlier.

Here's what those three years looked like:

47 emails, most chasing the same documents. Every January: "Can you send your bank statements?" Followed by three reminders. Then a phone call. Then finally, in March, everything arrives in a carrier bag.

12 unscheduled phone calls. She had my mobile and would call at 4pm on a Friday asking to "pick my brain" about leasing a van. Minimum 20 minutes each.

6 "quick questions" that became 30-minute conversations about her Etsy candle business. Nothing to do with her accounts. Free consulting she thought was included in her £500 fee.

3 annual complaints about the fee being too high.

2 payment delays. One was three months.

Zero referrals in three years.

Here's what I didn't realise: every hour I spent dealing with her was an hour I couldn't spend moving the needle. Dan Martell calls this your "buyback rate." What would it cost to delegate this work? My buyback rate was probably £15/hour back then. I could have hired a Client Manager for £30k/year. Instead, I was personally dealing with candle questions while other accountants closed £10k advisory clients.

Your time as the owner is the most valuable asset in your firm. You should be buying it back, not giving it away to clients who don't value it.

Now here's the uncomfortable part: you probably have 10-20 clients exactly like Sharon. You know their names. You felt it when you read this.

But you keep them because:

"They've been with us forever." Loyalty goes both ways.

"It feels wrong to let them go." It feels wrong to subsidize bad clients with good ones.

"What if they leave a bad review?" They won't. And if they do? One bad review isn't worth your sanity.

Here's what happened when I let go of 20+ low-value clients:

None left bad reviews. Most understood immediately.

The freed-up capacity? We filled it with two £5k clients in two months. Same team. Same hours. Extra £120k annually and 60 hours reclaimed.

The formula:

Identify clients who drain you versus energise you.

Calculate your buyback rate. What's it costing you to stay involved?

If they're consuming premium attention for budget fees, reprice or release. No middle ground.

Your £500 clients aren't bad people. But they are bad business.

What's the smallest client you've held onto too long, and what finally made you let them go?

---

PS: Hit the three buttons in the top right corner and save this post for when you review your client list. You’ll be glad when you do.

Here are 3 decisions that saved me 10 hours a week - none involve hiring.

I was drowning in 60+ hour weeks, thinking I needed more staff.

Turns out I needed better decisions.

Decision #1: I killed timesheets.

Radical? Maybe.

But tracking every 6 minutes wasn't making us money. It was making us miserable.

We switched to fixed fees and value pricing. Suddenly my team focused on getting work DONE, not filling hours.

Result? Same revenue. Half the admin.

Decision #2: I stopped answering client emails.

My ego thought clients NEEDED to speak to me.

Reality check: 90% of their questions could be handled by my team.

When I gave my team full client responsibility, they stepped up. Big time.

Now ALL client emails go to them. I haven't seen my inbox in months.

Decision #3: I blocked mornings for deep work.

No meetings. No calls. No "quick questions."

From 9am-12pm, I work ON the business, not IN it.

Pricing strategy. Marketing systems. Team development. The stuff that actually moves the needle.

Afternoons are for everything else.

Here's what most firm owners get wrong:

You think you need more people to get more done.

But adding bodies to a broken system just creates a bigger mess.

Fix the system first.

Then watch your hours disappear while your profits grow.

I went from working 60 hours to under 10.

Not because I hired an army.

Because I made three decisions that killed the busy work.

Your turn.

What's ONE thing you could stop doing tomorrow that nobody would actually miss?

P.S. Want to know exactly how I implemented these changes? I've documented the entire playbook in The Four Pillars. Comment 'DECISIONS' and I'll share the framework.

My profits went up 4x when I focused on two things:

Positioning and Pricing.

We often over-complicate what it takes to become more profitable.

Simply put, more coming in than what goes out. Genius, huh 😅

What goes out is mainly:
- Salaries
- Software
- Office overhead

Given that we’re in the service business, there isn’t much we can do on salary front.

We don’t get economies of scale by ‘buying’ more people.

So, for most firms, the cost of people is around the same - there is a ‘market rate’ for accountants at various levels (yes outsourcing can help generate some margin here).

That being the case, there’s only so much we can do on the cost front to be more profitable.

Whereas at the other end, there’s a lot more we can do.

It starts with POSITIONING i.e positioning of your firm to serve a very particular audience.

The more laser focused and differentiated you are, the more sought after you become.

The better positioned you are, the greater the price you can charge.

The underlying work doesn’t change.

Now you have much more coming in than going out = your nice healthy profit.

Simple but not easy.

Get your positioning right and the price will follow.

Your prices will then determine how profitable you are.

Most accountants are chasing the wrong numbers.

Josh Buffin used to get thousands of views on his content.

Now he's getting 500.

And he's never been happier.

Here's what changed.

He specialised. Went from generalist practice to working exclusively with creators, educators and consultants.

His views tanked overnight.

But something magical happened.

The 500 people watching? They're all his dream clients.

His sales call conversion rate? Through the roof.

His fees? Higher than ever.

Because he actually understands the industry now.

Josh said something that hit me hard: "I could post about the most tax-efficient way to pay yourself as a director and get 50,000 views. But it won't get me what I want."

That takes guts.

Dropping the ego. Ignoring vanity metrics. Choosing 500 views from a consultant doing £50k a month over 100,000 views from everyone else.

This is what real positioning looks like.

It's not about being seen by everyone.

It's about being seen by the right people.

The ones who have the problem you solve. The ones who can afford to pay you properly. The ones you actually want to work with.

Stop optimising for views.

Start optimising for who's viewing.

Want to watch the full conversation? Drop "LINK" in the comments and I'll send it over.

I used to work 60-hour weeks.

Now I work <10 hours a week and the firm generates £1M+.

The shift didn't happen by accident.

It happened when I stopped asking "Can I delegate this?" and started asking "Why am I still doing this?"

Here's the system that freed up 50 hours a week:

The 3-Task Rule

Every Monday, list everything on your plate.

Then ask three questions:

1. Is this generating revenue?
If it's not client-facing or business development, it goes in the "delegate" column.

2. Am I the only one who can do this?
Be honest. Most things feel that way because you've never trained someone else to do them.

3. Does this move the firm forward?
If it's just maintaining the status quo, someone else can own it.

Here's what happened when I applied this ruthlessly:

Client emails → PA handles 90%

Bookkeeping queries → Junior staff

Software troubleshooting → Outsourced IT

Scheduling → Automated

What I kept: Strategy. Pricing conversations. High-value client relationships.

The result?

I went from technician to CEO.

The firm became a business, not a job.

And I got my life back.

Most accountants are one hire away from doubling their capacity.

But they're still answering emails at 9pm because they think only they can do it right.

You can't scale what you can't delegate.

Which task are you still doing that you know someone else could handle?

---

PS: Save and apply this before busy season hits.

“Her accountant was great… just not for her business.”

I spoke to Gemma this week - an architect turned YouTuber.

AdSense. Brand deals. International clients.
A £1k online course about to take off.
Her accountant?

A perfectly solid generalist.

Good at what they do.
But not someone who understands the *creator-specific* nuances like:

- AdSense being outside the scope of UK VAT
- When EU course sales trigger OSS registration
- VAT on digital products vs services
- How brand deals differ when the brand is in the UK vs overseas

These aren’t “generalist” conversations.
They’re niche ones.
And here’s the uncomfortable truth a lot of firm owners don’t want to hear 👇

👉 You can be a perfectly good accountant…
and still lose your best clients to a specialist.

Because when a client finds someone who already understands their world 🌍, their platforms, their revenue streams, their tax pitfalls - it changes everything.

FOMO is real.

Clients will always compare “competent” with “gets me”.

And “gets me” wins every single time.

---

When you choose a niche:

🔥 You become the expert in one set of rules
🔥 Your systems become faster and more profitable
🔥 Your marketing becomes magnetic
🔥 Your pricing power increases
🔥 And clients feel *instantly* understood

That’s the unfair advantage.

Not more services.

Not more hustle.

Specialisation.

---

If you want to learn how to *choose a niche*
and build a marketing system that brings in ideal clients on autopilot,
comment "NICHE" below 👇

and I’ll send you my free training.

#accountants #niching #valuepricing #profitableaccountant #marketing #specialistnotgeneralist

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When growing your accountancy firm from 6-figures → 7-figures,

You're no longer in the accounting business:

You’re actually in the marketing and hiring business.

So your focus as the owner should be on those two priorities:

- Getting new clients
- Hiring proficient team members

Instead of spending time on:

- Doing tax returns and accounts
- Having year end client meetings
- Training team members
- Managing clients

Start focusing on:

- Getting clear on WHO you serve
- Improving your virtual selling skills
- Building systems for the team to follow
- Creating content for your target audience
- Understanding how to attract high value clients
- Creating a culture that attract the best talent and retains your high performers
- Getting to know the strengths of your team and putting the right people in the right seats

The quicker you can move from the former to the latter, the faster your growth will be. 🚀

Want my help getting there? Send that DM.

If you’re still selling time, you’re doing it wrong.

Clients aren’t buying time from you.

They’re buying:

→ a result
→ an outcome
→ a solution
→ peace of mind
→ access to you when they need you

In other words, that’s what actually VALUABLE to a client when they’re engaging you.

So instead of charging for your time → start charging for your VALUE.

PS: Chapter 2 in my book for Firm Owners is titled “Understanding What Value Really Means” and Chapter 4 is all about “Pricing the Value - A Systemised Approach”. If you want a free copy comment “VALUE” below and i’ll send a link to access.

I used to dread public speaking.

Still get butterflies before I step on stage.
Still not as polished as some speakers.
But I'm standing here doing it anyway.

Want to know the secret that changed everything?

Knowledge → Skills → Action → Results

That's it.
That's the entire formula.

When a client asks me about tax planning, I'm confident.
When I'm reviewing accounts, I'm in my element.
When I'm solving complex problems, I don't break a sweat.

Why?

Because I've done it thousands of times.
I've put in the reps.

But here's what most people miss:

That confidence didn't appear overnight.

First, I got the knowledge.
Then I applied it (badly at first).
Then I practiced. Failed. Adjusted.
Put myself in uncomfortable situations.

Started small.
Local community center talks.
Parents' evenings at school.
Careers events nobody was watching.

Each time, fumbling less.
Each time, getting better.

Public speaking isn't special.
It's just another skill.

Like riding a bike.
Like doing a tax return.
Like building a business.

You weren't born knowing how to prepare accounts.
You learned it. Practiced it. Mastered it.

Same process. Different skill.

Most accountants are brilliant technicians but terrible at the skills that actually grow their business.

Marketing? "Not for me."
Sales? "I'm not that type."
Leadership? "I'll figure it out."

But these aren't personality traits.
They're learnable skills.

I went from working 60-hour weeks to 10.
From chasing £500 invoices to winning £135k projects.
From dreading client meetings to speaking at major conferences.

Not because I'm special.
Because I decided to act like the person I wanted to become.

Then put myself in positions where I HAD to get better.

The mindset comes first.
The action follows.
The skills develop.
The results appear.

You already know this works.
You've done it with your technical skills.

Now apply the same formula to the skills that will transform your business.

What skill are you avoiding that would change everything if you mastered it?

Stop waiting to feel ready.
Start putting in the reps.

Controversial opinion: Timesheets are killing your firm. ⏱️

I know.

Every accountant reading this just gasped.

"But Reza, how do you know if you're profitable without tracking time?"

Here's the truth most firm owners get wrong:

Tracking time doesn't make you profitable. Pricing properly does.

I ditched timesheets in my firm years ago.

The result?

→ £1M+ in revenue 
→ 10 people in the team 
→ Me working <5 hours a week in the firm

No timesheets. No 6-minute increments. No "where did you put that half hour?"

And here's the dirty secret nobody talks about... 🤫

Timesheet data is made up anyway.

I did it myself at PwC.

Extended coffee breaks? Had to put them somewhere.

Researching my next holiday when I was bored? Local admin.

A survey by VeraSage Institute showed 70% of people have made up what they put on their timesheet at some point.

So if the data is fiction, what's the point?

Here's what actually drives profitability:

✅ Pricing based on value, not hours 
✅ Knowing your numbers (not your timesheets) 
✅ Serving clients who pay premium fees 
✅ Building systems so your team delivers without you

When you charge for outcomes instead of effort, everything changes.

Your clients don't care how long you spend on their accounts.

They care about the result.

The maths is simple:

Hourly billing = ceiling on your income

Value pricing = no ceiling

I've helped over 150 firm owners ditch the timesheet mentality and build 
practices that give them money, time, and freedom.

Some have doubled their fees.

Some have halved their hours.

Some have done both. 💰

The ones still tracking every 6 minutes?

They're still stuck.

What would change in your firm if you stopped selling time tomorrow?

PS: Want to know how to price without timesheets? Comment "9 STEPS" below and I'll send you my 9-step framework to price any project. 👇

Save this for when you're ready to bin the timesheets. 📌

I was still the bottleneck.

Even after systemizing everything else in my practice.

Pricing? Done.
Client onboarding? Sorted.
Service delivery? Running like clockwork.

But hiring?

That was still all me.

Setting salaries, running interviews, making the final call.

I'd built a £1M+ practice that ran without me...
Except for this one bloody thing.

Sound familiar?

Most accountants think hiring is "too important" to delegate.
"Only I know what we need."
"Only I understand our culture."
"Only I can spot the right talent."

Bollocks.

Here's what I realized:

If I was doing the same interview process every time...
Following the same steps...
Asking the same questions...
Looking for the same traits...

Then it's repeatable.

And if it's repeatable, it can be systemized.

So I documented everything:

- The interview structure
- Core values assessment
- Technical tests we use
- 2-3 team interviews process
- Salary bands by role

Got it all out of my head.
Taught it to my operations manager.
Let them run with it.

Now?

My team hires better people than I ever did.

Why?

Because they follow the system religiously.
No shortcuts.
No gut decisions at 5pm on a Friday.
No desperation hires.

The lesson?

That thing you think only you can do?
That's probably the exact thing keeping you stuck.

If you're doing it more than once, it's a process.
If it's a process, it can be documented.
If it can be documented, someone else can do it.

Stop being your own bottleneck.

What's the ONE thing you're still holding onto that's keeping you in the business instead of working ON it?

Drop it below 👇

P.S. Creating systems isn't about working harder. It's about thinking smarter. Once you crack this, 10-hour work weeks become your reality, not your fantasy

You’re losing clients → not because of your service.

But because you’re a generalist.

Let me explain…

Yasmin came to us after firing her accountant.

She’s a creator earning £10K+ a month from TikTok Shop, affiliate links, and brand deals.

Smart. Organised. And doing well.

But here’s what she told me on our call:

❌ “I don’t think my accountant even knows what TikTok Shop is.
❌ “They told me to just add VAT to everything.”
❌ “I paid £20K in income tax - and got hit with a surprise VAT bill on top.”

The accountant didn’t do anything *wrong*.

But they also didn’t get it.

And in today’s world, “good service” isn’t enough.

🚨 Clients want to feel like you *understand* them.
🚨 They want to work with a *specialist* who gets their business model.
🚨 They want confidence that you’ve solved this exact problem 100 times before.

That’s why Yasmin came to us.

She wanted an accountant who:

✅ Knows how TikTok Shop works
✅ Understands what income is VAT-able (and what’s not)
✅ Can pull reports from her backend
✅ Doesn’t say “I need to look into it” every time they’re asked a question.
✅ Appreciates what expenses she can deduct as a creator

So here’s the point:

If you’re trying to serve everyone…

You’re competing with everyone.

But if you position yourself as the go-to for a niche (like creators)?

You attract better clients.

You win on value — not price.

And you never hear “my mate’s accountant said he’ll do it cheaper.”

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Want to charge more and get clients chasing you instead?

Start by choosing a niche.

👉 Comment “NICHE” and I’ll send you a free training on how to find yours.

“I earned £11K this month… I’m scared I’ll mess up my taxes.”

That’s what Beth told me on our discovery call.

She’s a full-time TikTok live streamer.

7K+ followers.

Just started two months ago.

And she’s *already* bringing in five figures.

Her goal?

👉 Launch a creator agency.
👉 Hit 100K+ revenue in year one.
👉 Build a business that feels *safe* and *supportive* - not toxic like the one she left.

But here’s the kicker…

Her first concern wasn’t price.

It wasn’t software.

It wasn’t even deadlines.

It was:

 “I have no idea how tax works. I’m scared I’ll get in trouble.”

“I started looking into it myself… but it’s confusing. And I’d rather just go live and earn the money back.”

📌 That’s the mindset of modern creators.

They don’t want to DIY their finances.

They don’t want to read gov (dot) uk.

They want to *trust* someone who gets their world — so they can stay in their zone of genius.

And if you’re a generalist accountant trying to serve everyone…

❌ You don’t stand a chance of winning that business.
❌ They won’t feel safe.
❌ They’ll go straight to a niche firm like ours instead.

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If you’re still chasing every lead, trying to “be helpful to everyone”…

Start niching.

Start speaking to someone, not everyone.

Because value isn’t in the work. It’s in the relevance of your advice.

👉 Want help positioning your firm to attract premium clients like Beth?

Comment NICHE and I’ll send you a free training on how to find your lane and become the obvious choice.

Just shy of £1 million in revenue.
7 people on the team.
50% net profit margins.
Working less than 10 hours a week.

That was my reality when Mark Wickersham asked me to present to his audience.

I thought I'd just share what we'd done once.
Maybe help a few people.
That's it.

But something unexpected happened.

The buzz I got from that presentation was electric.

Taking everything I'd consumed, learned, and tested...
Breaking it down through the lens of our journey...
Sharing it with accountants who were stuck where I used to be...

It lit something in me.

Mark saw it too.
"Come back every month," he said.
And he paid me to do it.

Here's what I discovered:

Building a successful practice was satisfying.
But helping others build theirs?
That was transformational.

Not just for them.
For me.

Because when you've cracked the code to working less while earning more, keeping it to yourself feels wrong.

Every month I'd show up.
Share what worked.
What didn't.
The exact strategies we used to build a more profitable, successful, and impactful accounting firm.

And that's when I realized my next chapter wasn't about growing my practice further.

It was about helping you grow yours.

The mentoring journey that started as a favour became my mission.

Because success without contribution is just selfishness dressed up in a nice suit.

What transformation are you keeping to yourself that could change someone else's game?

I used to fumble pricing calls.

Client asks: "How much?"

Me: "Uh... depends... maybe £1,500?"

Client: "That seems high."

Me: "Okay, £1,200?"

Awful.

Now? I close 85% of pricing calls at premium rates.

No negotiation. No discounts.

Here's the exact framework I use:

The 5-Step Pricing Call

Step 1: Start with their problem, not your service

"What's happening in the business right now that made you reach out?"

Let them talk. Take notes. Find the pain.

Step 2: Quantify the cost of inaction

"If this doesn't get fixed, what does that cost you over the next 12 months?"

Most times they'll say a number 10x higher than your fee.

Step 3: Present the outcome, not the process

Don't say: "We'll do monthly management accounts and quarterly reviews."

Say: "You'll have real-time visibility of cash flow and know exactly what you can take home each month."

Step 4: Price it live, right there on the call

I use a pricing system. I plug in their numbers while we're talking.

"Based on what you've told me, here's what this looks like: £6,500 annually."

No "Let me get back to you."

No "I need to work out the numbers."

Done. Right there.

Step 5: Send the proposal before they hang up

"Give me two minutes - I'm sending this over now."

They get the proposal while we're still on the call.

No waiting. No wondering. No competitor getting in their ear.

This framework turned pricing calls from stressful negotiations into confident consultations.

I stopped justifying fees.

Started prescribing solutions.

And my close rate tripled.

What's the biggest mistake you used to make on pricing calls before you fixed it?

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PS: Hit the three dots in the top right corner and save this post for your next sales conversation.

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The Battle

Helen Queen

Reza Hooda FCA CTA

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The Battle

Helen Queen

Reza Hooda FCA CTA

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Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Reza Hooda FCA CTA's LinkedIn Performance

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