We caught up with the brilliant and insightful Bill Hershey a few weeks ago and have shared our conversation below.

Bill, appreciate you joining us today. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

Ok, I’ll admit it.

I’m kinda weird.

I started a bookkeeping business to finance my voracious appetite for learning. I love cultivating valuable skills in the realm of human development.

What I didn’t realize was that this journey would take me on a path of business development.

And that business development is actually one of the best playgrounds for human development.

In the course of my studies and business development, I’ve done formal training in Somatic Experiencing, Ayurveda, Integral Coaching and I’ve recently begun my journey with Vedic Astrology.

I know.

You’re probably thinking to yourself, “How random! Why would a financial services provider or business consultant learn these holistic modalities?”

The short answer is, “Because that’s what I’m passionate about.”

I simply followed my passion.

But I started with what I was good at, which happened to be working with numbers (after spending 15 years in non-profit finances for a meditation retreat center).

In the course of growing my Non-CPA Accounting firm (providing bookkeeping and strategic advisory services, but not tax), I realized that I also have a passion and strong aptitude for business development.

And I’ve had the opportunity to learn business from some amazing accounting and marketing mentors and entrepreneurial communities over the course of the last 4 years to continually level up my entrepreneurial skills.

But I’m not into business just for the sake of business…

….or for the sake of profit for that matter.

Profits are important, no doubt…

…but only in support of the deeper purpose driving the business.

Honestly, I can’t see myself working for a business that’s not driven by a deeper purpose.

Perhaps it’s a millennial affliction.

Out of all the afflictions one can have, I’ll take that one any day.

Fortunately, there are plenty of amazing purpose-driven businesses out there who need help.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I already mentioned my passion for holistic health.

And I love supporting Integrative Health Practitioners who want to grow their clinic because I believe this group of people have valuable gifts to offer (in a world that needs these services more than ever).

These are typically folks who have a deep sense of passion, purpose and values instilled into their work.

I like that.

Integrative Health Practitioners are also underdogs in today’s healthcare economy.

And I want to help these folks have the best chances of success with the uphill battle they have to climb to run a successful business (amidst our society’s economic structures and scientific biases that are generally not as supportive toward Integrative Healthcare as they should be).

As a Non-CPA Accounting firm providing bookkeeping services and business development coaching, my Integrative Healthcare clients love that I’m deeply familiar with their craft, that I have a strong background in finances and marketing, and that I’m available to support them through the softer emotional sides of money and business.

For me and my clients, business isn’t the goal.

Business is a sacred container for our life’s work, and what we’re here to do in this world.

It’s not all about money.

But it’s sure nice to have it when you need it.

And almost any vision worth executing comes with a financial requirement.

In short, I help my clients make more money.

But more than that, I help my clients breathe life into their vision and craft their businesses skillfully so they can pay themselves well, doing the work they love.

What’s been the most effective strategy for growing your clientele?

It’s rare for an accountant to like talking about marketing.

But for me, marketing and finances go hand in hand.

I help my clients determine an effective client attraction strategy that is appropriate for their budget so that we can get the best possible ROI (return on investment).

In today’s age of digital gadgetry, it seems that local marketing, networking and leaning into human relationships often gets overlooked.

But the reality is that word-of-mouth marketing is (and always will be) the most effective marketing out there.

The tricky part is, how do we kickstart the word-of-mouth ripple effect that makes you the “talk of the town” in the communities where your ideal clients hang out?

The first step (in my book) is “be awesome at what you do”.

And if you’re not awesome yet, dedicate yourself to awesomeness. Keep learning and keep helping whoever you can until your awesomeness develops.

Alongside that, I’ve found that developing a strong network of referral partners who share common values and also work with your ideal clients in adjacent modalities to be the most effective and powerful strategy for my business and that of my clients.

Depending on what type of business you run, you may only need a handful of solid referral partners to keep you as busy as you need to be.

If your partners have audiences, then regularly teaching workshops for their audiences will take those partnerships to the next level in terms of getting your business great exposure.

As an exercise, I like to recommend that my clients write down a list of 10-20 different types of businesses that could be potential referral partners for your business.

Then write a list of 40 to 100 actual businesses or professionals that you would be great potential referral partners.

Some call this the “Focus 40” or “Dream 100” list.

Then simply dedicate time in your weekly schedule to reaching out and networking with these folks. Aim to have 1-2 networking conversations with partners on your list each week.

Over the course of a year, you’ll have deepened relationships with up to 50-100+ partners who could potentially refer to your business.

Social media platforms like Linkedin, Facebook or Instagram can then become a powerful tool for building your network and developing your relationship with these partners.

How’d you build such a strong reputation within your market?

Over the last couple of years, I’ve become more consistent in writing thoughtfully composed newsletters with genuinely helpful education content. I don’t have a huge email list, but I do have high open rates, and I have more than a dozen referral partners on my list.

The more they can get exposure to my point of view on finances and business development, I feel they’re more likely to see the value of what I bring to my work, and this elevates their perception of me and my business.

I also have created, sought out and embraced opportunities to teach my methodologies and tools to folks interested in business development and understanding their finances.

But the key success factor behind all of this is that I spent a lot of time learning marketing (i.e. learning how to communicate the value of what I do).

One of the best marketing trainings I’ve found to-date has been Tad Hargrave’s “Marketing for Hippies” membership community.

After a year in his community, I could see a huge difference in how my colleagues and clients were understanding the value of my work.

Contact Info:

• Website: https://www.lifestreambusiness.com/
• Instagram: https://www.instagram.com/life.stream.business/
• Linkedin: https://www.linkedin.com/in/bill-hershey-life-stream/
• Youtube: https://www.youtube.com/channel/UCWXjmCP8h7OdiVXdExPFhxg