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Free workshop - Employment Law Update

Posted By Emma Browning, Ms, 21 October 2025

📣 Our next free workshop is on the ever popular top - Employment Law.

 

 

This time last year the Labour government introduced a raft of employment changes which means there's potential for significant impact on small businesses.

 

This Employment Law Update is specifically aimed at business owners or those responsible for people in their business - providing you with an update on the Employment Law changes and what that actually means to you.

 

 

👉 Join me on 30th October for this free, online session - Book here

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Top 5 questions we were asked this month and our replies

Posted By Emma Browning, Ms, 20 October 2025
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Why CEOs Get LinkedIn Engagement But No Business Results

Posted By Elaine Walsh-McGrath, Managing Director, 10 October 2025

Here's what I've learned after 25+ years working with serious businesses: most CEOs are brilliant at creating content, terrible at converting it.

I see this pattern constantly. A CEO posts something on LinkedIn that gets proper traction. Multiple comments from exactly the people they want to work with. Someone even mentions a specific pain point their business solves.

And then... nothing. The conversation dies in the comments. All that effort creating the post, getting the engagement - left sitting there like someone who knits half a jumper and leaves the arms off.

The Gap Between Visibility and Business Outcomes

You're already in the right rooms. You're posting content. You're getting engagement. You're doing all the LinkedIn things.

But here's what you're probably not doing: converting that activity into the calls, partnerships, and opportunities that actually grow your business.

Your expertise deserves better execution than this.

The Moment Most Executives Miss

Here's what typically happens:

Someone comments publicly on your post about a problem your business solves. A genuine pain point. The perfect opening for a conversation.

But you treat it like a social media moment instead of a business development opportunity.

Here's what you should do: reply publicly with something brief - "That's interesting... I'm messaging you" - then move the conversation private. Because that's where the real discussions happen. That's where you build relationships. That's where you book calls.

Instead, the conversation stays public, goes nowhere, and eventually dies. The opportunity sits there unconverted.

Three Things You're Missing (That Are Costing You Real Opportunities)

1. You're Not Following The Trail

You post content. It performs well. People engage. And then you move on to creating the next post.

Meanwhile, the people who engaged with your content - the ones who took time to comment, to share, to react - they're sitting there. Some of them would genuinely love to talk to you about working together.

But you're not following up because you think it would be "pushy."

Here's the truth: reaching out to someone who engaged with your content isn't pushy. It's professional. It's what serious business leaders do when they understand that public posts build visibility, but private conversations build business.

Set aside 15 minutes on a Monday. Connect with new people. Another 15 minutes on Wednesday - go and like one of their posts. Not randomly. Strategically. The people who could be clients, partners, referral sources.

This isn't networking for the sake of it. It's business development with a system behind it.

2. You're Treating LinkedIn Like A Performance, Not A Platform

I see this constantly with the CEOs and MDs who come to me. They nail the content creation. They show up. They share insights.

But when I ask "are you following up with the people who engaged?" - that's where the system has been breaking down.

They've been treating the post as the finish line. Once it goes live and gets engagement, they think the work is done.

But that's actually when the real work starts. That's when you see who's in the room. Who's paying attention. Who's raising their hand by engaging with your content.

Your existing clients would be genuinely impressed by what you're sharing. Potential clients would find it valuable. But if you're not actively connecting that content to conversations, you're leaving those opportunities completely unconverted.

The executives who get this right? They use public content to attract attention, then strategically move qualified conversations to DMs, emails, calls - wherever the real business discussion can happen.

3. You're Missing The 'Why' Behind Everything

Why are you posting on LinkedIn? Why are you connecting with people? Why are you creating content?

If your answer is anything other than "to create relationships that lead to calls, referrals, and business opportunities," then you're doing it wrong.

Every single action should have a business purpose. High-reach content builds your audience. Sales-focused content converts that audience. Outreach and follow-up turns engagement into revenue.

But here's where it gets interesting - most CEOs do one or two of these things brilliantly. Then completely ignore the others.

You can't do one without the other. Otherwise you end up with great content, solid engagement, zero conversion. You're doing half the work and wondering why you're not seeing the business outcomes your expertise warrants.

The Pushback I Hear Most Often

"I just don't want to seem disingenuous."

And I get it. We've all been socialised to think that reaching into the DMs is somehow sleazy.

But here's the thing - we've all had conversations that we didn't enjoy at one time or another. A sales call that was over the top. A pitch that felt pushy. But that doesn't make us stop having conversations.

When someone engages with your professional content about a topic you're expert in, and you follow up professionally to continue that conversation? That's not disingenuous. That's business.

The cost of not doing it? You're leaving your own opportunities unconverted. You're making it harder to hit your revenue targets. You're working twice as hard because you're not following through on the visibility work you've already done.

What Changes When You Get This Right

The fix is simpler than you think:

  • Diarise 15-minute slots for LinkedIn activity (not content creation - follow-up and outreach)
  • Create a lead bucket in Sales Navigator for people worth connecting with
  • Set a goal: one meaningful business conversation per week from LinkedIn activity
  • Stop treating engagement as the end goal and start treating it as the beginning

When CEOs implement this properly, they start booking consultations from people who'd previously engaged with their content. Qualified prospects. Conversations that would never have happened if they'd kept treating LinkedIn like a performance rather than a platform for business development.

Your LinkedIn Activity Should Be Working As Hard As You Are

You're already in the right rooms. You're already creating content. You're already getting engagement.

The question isn't whether you have the expertise or the opportunities. It's whether you're systematically converting them into the business outcomes your expertise deserves.

You're doing the hard work of building visibility. Now it's time to build the conversion system that turns that visibility into actual business results.

That's not a visibility problem. It's an execution problem. And execution problems have systematic solutions.

Ready to ensure your visibility translates to business outcomes?

After 25+ years developing strategic communication for global brands like L'Oréal, Colgate, Volkswagen, and Ryanair, I've learned that successful leaders aren't just excellent at creating visibility - they're excellent at converting it into business results. My Strategic Visibility for Ambitious Leaders service helps established CEOs, MDs, NEDs, and senior consultants build systematic approaches to ensuring their expertise generates the recognition and opportunities it deserves. This isn't about building a personal brand - it's about creating the infrastructure that converts your existing visibility into tangible business outcomes. Book a strategic consultation to discuss how systematic conversion processes can transform your LinkedIn presence from activity to revenue.

 

Photo Credit: Elaine Walsh-McGrath

 Attached Thumbnails:

Tags:  business development  ceo linkedin strategy  ceo networking  executive visibility  linkedin conversion  strategic communication 

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National Menopause Day in the UK

Posted By Emma Browning, Ms, 08 October 2025

Supporting Women Through Every Stage of the Menopause Experience

National Menopause Day in the United Kingdom is an annual event that takes place on October 18th. This day is dedicated to raising awareness about menopause and highlighting the importance of supporting women through this significant stage in their lives. The menopause experience is unique to each woman, and providing the right support and information is crucial to ensuring that they can navigate this transitional phase with confidence and comfort.

Understanding Menopause:

Menopause is a natural biological process that marks the end of a woman’s reproductive years. It typically occurs in a woman’s late 40s to early 50s, though the age at which menopause begins can vary. During menopause, a woman’s body undergoes hormonal changes, which can lead to a range of physical and emotional symptoms. These can include hot flashes, night sweats, mood swings, and changes in sleep patterns.

Supporting Women at Every Stage:

  1. Education and Awareness: The first step in supporting women through menopause is to raise awareness and provide accurate information. This not only empowers women to understand the changes happening in their bodies but also helps dispel myths and misconceptions about menopause. It’s essential to educate women about the physical and emotional aspects of menopause and its potential impact on their overall health.
  2. Access to Healthcare: Women should have access to healthcare professionals who can provide guidance and medical options to manage symptoms. Doctors can help women make informed decisions about hormone replacement therapy, lifestyle changes, and other treatments that may alleviate menopausal symptoms.
  3. Workplace Support: Employers can play a significant role in supporting women going through menopause. This includes offering flexible work arrangements, providing access to cool and private spaces, and promoting a culture of understanding. Addressing menopause in the workplace not only benefits women but also contributes to overall employee well-being.
  4. Emotional Support: Menopause can bring emotional challenges, such as mood swings and feelings of anxiety or depression. Friends, family, and support groups can offer a crucial emotional support system. It’s essential to create an environment where women feel comfortable discussing their experiences and seeking help when needed.
  5. Self-Care and Lifestyle Changes: Encouraging women to adopt healthy lifestyle habits can significantly impact their menopause experience. Regular exercise, a balanced diet, and stress-reduction techniques can help manage symptoms and improve overall well-being.
  6. Community and Advocacy: Events like National Menopause Day are important for fostering a sense of community and solidarity among women experiencing menopause. They also serve as an opportunity for advocacy, drawing attention to the need for better understanding, research, and support for menopausal women.

National Menopause Day in the UK serves as a reminder of the importance of supporting women at every stage of the menopause experience. By providing education, healthcare access, workplace support, emotional assistance, and encouraging self-care, we can help women navigate this significant life transition with confidence and dignity. It’s a time for everyone to come together, raise awareness, and ensure that menopause is not a taboo subject but a natural part of a woman’s life journey that deserves respect and understanding.

How can we help?

If you’d like to request a FREE Menopause Policy please get in touch with us: help@merakihr.com with MENOPAUSE in the subject line.

Or if you like us to deliver some Menopause Awareness Training for your team, then please get in touch with Emma directly; emma@merakihr.com

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Annual Accounts ≠ Strategy: Why Your Year-End Figures Won’t Fuel Your Growth

Posted By Gemma Hogan, Founder, 06 October 2025

Annual Accounts ≠ Strategy: Why Your Year-End Figures Won’t Fuel Your Growth

If you’re a small business owner or founder, you’ve likely been told to “speak to your accountant” when reviewing your year-end accounts. But here’s the truth:

Your annual accounts tell you what happened. Your strategy tells you what to do next.

And confusing the two? That’s a dangerous trap, one that could stall your growth, delay key decisions, and ultimately cost you more than just tax.

 

🧾 What Annual Accounts Are (and Aren’t)

Annual accounts are a compliance tool. They summarise your business activity for the previous year, packaged for HMRC and Companies House. They tell the story of what already happened.

But they do not:

  • Show you where money was wasted
  • Predict when cash will run dry
  • Identify profitable services or clients
  • Help you plan for investment or exit

That’s not a flaw, it’s just not their job.

 

🧠 Strategy Is About Looking Forward

A strong finance strategy goes beyond historical reporting. It helps you ask (and answer):

  • Where is the business leaking profit?
  • When should we invest vs. hold cash?
  • What does ‘ready for funding’ really look like?
  • Can we afford to hire? Or expand?

Without this lens, you’re running your business through the rearview mirror.

🚨 5 Signs You’re Relying Too Heavily on Annual Accounts

  1. You only speak to your accountant once a year
  2. Your forecast is a copied spreadsheet with guesswork
  3. You don’t know your breakeven point
  4. You’re unsure if VAT registration helps or hurts
  5. You’re not planning for tax, just reacting to it

Sound familiar? You’re not alone. Most early-stage and growth business owners start here — but the ones who scale up? They move on from it.

 

🎯 Strategic Finance in Action

Imagine this instead:

  • You meet quarterly with a finance partner who stress-tests your decisions
  • You receive forward-looking insights that guide pricing, hiring, and investments
  • You track KPIs aligned to your goals
  • You make tax-planning decisions before the deadline

This isn’t about spreadsheets. It’s about visibility, control, and purposeful growth.

 

📅 When Should You Shift from Compliance to Strategy?

If you’re:

  • Making over £100k in revenue
  • Hiring or outsourcing
  • Seeking funding or thinking of selling
  • Launching a new product or service

…then you’ve outgrown “just annual accounts.”

You need someone who’ll look forward with you, not just backward at what’s already filed.

 

🛠️ How Hawkhurst Accounting Helps

At Hawkhurst Accounting, we offer:

  • Annual compliance filing done right (no missed deadlines or surprises)
  • Quarterly strategic finance check-ins
  • Forecasting and budgeting resources tailored to growing SMEs
  • Delivered with a clear, direct approach that cuts through complexity

Whether you’re a founder in Woburn Sands, an SME in Milton Keynes, or a business on the path to investment, we’re here to help you run smarter, not just stay compliant.

 

📩 Ready to Upgrade Your Financial Strategy?

Don’t wait for your next set of accounts to tell you what already happened.
Let’s build a plan for what happens next. 

👉 Book a strategy call now

*Image Credit ChatGPT

Tags:  AnnualAccounts  FinancePartner  ForwardLooking  Strategy 

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CEO Visibility: Why Great Results Don't Guarantee Executive Recognition

Posted By Elaine Walsh-McGrath, Managing Director, 06 October 2025

We both know you wouldn't admit this out loud, but does this sound familiar?

You're delivering exceptional results. The 70% growth in market reach. The 30% increase in operational efficiency. The partnerships that transformed your competitive position. Your board presentations are flawless, your team respects your judgment, and your clients see genuine value in what you deliver.

But here's what keeps you up at night: the opportunities you want—the board positions, the key partnerships, the investor meetings—aren't materialising at the pace your track record warrants.

Why CEO Visibility Doesn't Match Results

Here's what I've learned after 25+ years working with global brands: there's a fundamental difference between having excellent results and having executive visibility.

You can achieve remarkable outcomes, but if the right people don't see them in the right context, those achievements remain operationally valuable rather than competitively advantageous. Your competitors with half your experience are securing opportunities because they understand something you might be missing about executive presence.

The kicker? This isn't about your capabilities. It's about positioning.

Why Recognition Doesn't Follow Results

Most established leaders assume that excellent work automatically translates to recognition. Here's the reality: in today's business environment, visibility requires the same systematic approach you apply to every other critical business function.

Your results speak for themselves—but only to the people who are already in the room to hear them.

The opportunities you want to attract operate on a different level entirely. Board positions aren't filled by the most qualified candidates; they're filled by the most visible qualified candidates. Speaking engagements don't go to experts; they go to recognisable experts. Investment opportunities don't flow to the best businesses; they flow to the most well-positioned businesses.

Executive Visibility Strategies That Actually Work

Here's what visible leaders do differently: they treat their expertise as an asset that requires systematic positioning for industry recognition.

When you deliver that 30% operational improvement, visible leaders don't just report it—they leverage it. That achievement becomes a case study for industry publications, a speaking opportunity at key conferences, a thought leadership article that positions them as operational excellence experts.

When you close that complex deal, visible leaders document the approach and share the frameworks that made it possible. Not the confidential details—the thinking that demonstrates their methodology.

When you solve that challenging business problem, visible leaders position themselves as the expert who understands that specific challenge better than their competitors.

CEO Visibility as Competitive Advantage

Let's be honest: you already have the expertise. You already have the results. What you need is executive presence that ensures the right people recognise what you've achieved and understand what it means for their opportunities.

This isn't about personal branding or content creation. It's about thought leadership communication that positions your existing expertise for the industry recognition it deserves.

The CEO who leverages their turnaround expertise into executive visibility becomes the go-to advisor for similar challenges. The MD who positions their growth methodology becomes the obvious choice for board positions in scaling businesses. The senior consultant who demonstrates their frameworks becomes the preferred partner for high-stakes projects.

Your results should be opening doors to opportunities. If they're not, the issue isn't your capability—it's your executive visibility.

Making Executive Recognition Inevitable

CEO visibility isn't about getting lucky with recognition. It's about systematic positioning that makes industry recognition inevitable.

The leaders who attract the right opportunities understand that their expertise deserves amplification. They invest in executive presence and thought leadership with the same rigour they apply to any critical business function.

Because here's what I've learned working with L'Oréal, Colgate, Volkswagen, and Ryanair: the most successful leaders aren't just excellent at what they do—they're excellent at making their expertise visible to the right people at the right time.

Your track record has earned you opportunities. Executive visibility ensures you actually secure them.

 


About Strategic Visibility for Ambitious Leaders

My experience in high-stakes negotiations and award-winning strategic campaigns has taught me that visibility isn't about personal branding—it's about strategic communication that positions leaders for the recognition their expertise warrants.

Ready to stop watching less qualified competitors secure your opportunities? My Strategic Visibility for Ambitious Leaders service helps established CEOs, MDs, NEDs, and senior consultants translate their offline success into online authority. This isn't about building a personal brand from scratch—it's about communication that matches your business calibre. Book a consultation to discuss how proper positioning can level the competitive playing field.

 

 

Photo Credit: Elaine Walsh-McGrath

Tags:  ceo visibility  c-suite visibility  executive presence  executive visibility  industry recognition  thought leadership 

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Working On Not In Your Business

Posted By Abbie Akinfenwa, Virtual Assistant, 03 October 2025

Working On Your Business vs. In Your Business 

The Crucial Difference 

As a small business owner, your time is one of your most valuable assets. Yet, too often, the daily grind of operational tasks can consume your schedule, leaving little room for strategic planning and growth.  
 
As small business owners ourselves, we know it’s essential to distinguish between working IN your business and working ON your business. Here's why it's important and how you can make the shift effectively. 
 
The Importance of Working On Your Business 
Working IN your business involves handling day-to-day tasks, such as managing customer enquiries, processing orders, or handling administrative duties. While these tasks are necessary, they can prevent you from focusing on broader goals and strategies. Working ON your business, on the other hand, means dedicating time to activities that drive growth, such as business development, strategic planning, and market research
 
1. Strategic Growth: 
When you work on your business, you’re able to focus on long-term goals and strategies. This might involve identifying new markets, developing new products, or forming strategic partnerships. Without this focus, your business may stagnate, missing out on growth opportunities. 
 
2. Efficiency and Innovation: 
Stepping back from day-to-day operations allows you to identify inefficiencies and innovate. This could mean implementing new technologies, streamlining processes, or finding more cost-effective ways of operating. 
 
3. Personal and Business Well-being: 
Balancing operational duties with strategic oversight can lead to burnout. By dedicating time to high-level planning, you can create a more sustainable workload for yourself and foster a healthier work environment. 
 
Common Mistakes Small Business Owners Make 
 
1. Wearing Too Many Hats: 
Many small business owners try to do everything themselves, from accounting to marketing to customer service. This can lead to burnout and a lack of focus on critical business growth activities. 
 
2. Micromanaging: 
Failing to delegate tasks can result in micromanagement, where the owner is involved in every small detail. This not only stifles the team's growth but also distracts from strategic planning. 
 
3. Ignoring Strategic Planning: 
Without setting aside time for strategic planning, your business can become reactive rather than proactive, missing out on opportunities to innovate and grow. 
 
Why These Mistakes Aren’t the Best Use of Time 
 
Spending your time on tasks that could be delegated prevents you from focusing on the bigger picture. According to the Federation of Small Businesses (FSB) in the UK, nearly 60% of small business owners work more than 40 hours a week, and a significant portion of this time is spent on non-core activities. This is time that could be better invested in activities that drive growth and profitability. 
 
The Solution: Outsourcing to a Virtual Assistant 
Outsourcing routine tasks to a Virtual Assistant (VA) can be a game-changer (ask our clients!). VAs are skilled professionals who can handle a variety of administrative and operational tasks, freeing up your time to focus on strategic activities. 
 
Tasks a Virtual Assistant Can Handle 
You'd be amazed how many different types of tasks a VA can look after for you and if you're struggling to know where to start, just ask them and they can help you make a plan. 
 
1. Administrative Duties: 
Scheduling appointments, managing emails, and handling customer enquiries are tasks that a VA can efficiently manage, ensuring that your daily operations run smoothly without your constant oversight. 
 
2. Social Media Management: 
Maintaining an active social media presence is essential but can be a major time drain. A VA can manage your social media accounts, create content, and engage with your audience, ensuring consistent online visibility. 
 
3. Research: 
Whether it’s market research, competitor analysis, or finding new suppliers, a VA can provide you with the insights you need without you having to spend hours gathering information. 
 
4. Customer Service: 
Handling customer queries, processing orders, and managing feedback are tasks that can be efficiently outsourced, ensuring high customer satisfaction without taking up your valuable time. 
 
5. Business Development 
A VA can also help you with your CRM and sales pipeline. Organisation here is key and getting a robust system set up so no opportunities are missed is crucial. 
 
Help Is At Hand 
As a small business owner, making time to work on your business rather than just in it is crucial for sustainable growth and long-term success. Avoiding the common pitfalls of trying to do everything yourself and failing to delegate can unlock significant potential for your business. By outsourcing tasks to a Virtual Assistant, you can free up your time to focus on strategic planning, innovation, and business development. Embrace this shift, and watch your business thrive. 
 
If you'd like to know more about how a Virtual Assistant can help you and your business, contact us to arrange a chat. 

 

*Pic from Canva Oct 2025*

Tags:  #businessplan #business #bsuinessowner #virtualass 

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Frequently asked Questions

Posted By Emma Browning, Ms, 02 October 2025
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Gifting vs Tax: How to Stay Generous Without Paying the Price

Posted By Gemma Hogan, Founder, 01 October 2025

As the festive season rolls in, many business owners pull out the company card to treat their teams and thank loyal clients. But here’s the thing: HMRC doesn’t see generosity the same way you do. Without a plan, your well-meant gifts can end up blowing up your tax bill.

At Hawkhurst Accounting, we strip the fluff out of finance. Here’s the no-nonsense guide to corporate gifting so you can reward your people, impress your clients, and still keep HMRC happy.

 

The Rules in Plain English

Trivial Benefits – What Counts and What Doesn’t

A trivial benefit is HMRC’s way of saying “small, non-cash perks that don’t need to be taxed.” But there are rules:

  • The cost must be £50 or less per person.
  • This limit is measured including VAT if you can’t reclaim it.
  • It can’t be cash or a voucher that can be swapped for cash.
  • It can’t be provided in recognition of work done or as part of a contract.
  • Think bottles of wine, flowers, birthday cakes, or staff lunches.

Employees vs Directors:

  • Employees: No overall annual limit. As long as each gift meets the £50 test, you’re good.
  • Directors of close companies (typically SMEs where five or fewer shareholders control the business): Capped at £300 per tax year total trivial benefits per director (and family members).

 

Staff Parties and Socials

  • HMRC allows £150 per head per year for staff parties.
  • Go over it, even by £1, and the whole amount becomes taxable.
  • The exemption covers employees and their guests (e.g. partners). The cost is calculated on a per-head basis so a staff member and their partner together count as two people with two allowances (£300 combined).
  • VAT on staff entertaining is reclaimable, but only for employees. If clients or suppliers attend, their share must be stripped out.

 

PSA (PAYE Settlement Agreement)

Sometimes you want to give perks or gifts that don’t fit neatly into the trivial benefit or staff entertaining exemptions. A PSA allows the business to settle the tax and NI on behalf of employees.

  • It covers things like bigger gifts, one-off treats, or mixed events that don’t qualify for other reliefs.
  • Good for morale, but remember: it costs the company extra, since you’re grossing up the tax.
  • Use it strategically, not as a blanket solution.

 

Clients and Suppliers

  • Branded promotional gifts under £50 (pens, mugs, diaries) are deductible for corporation tax, and VAT is reclaimable if they’re genuine promotional giveaways.
  • Unbranded gifts, alcohol, hampers, or entertainment? No tax deduction, no VAT reclaim.
  • Rule of thumb: only branded, low-value promotional items pass both the tax and VAT test.

 

Vouchers and Gift Cards

  • HMRC is crystal clear: cash or cash-redeemable vouchers never qualify as trivial benefits.
  • Broad-use cards (like Visa prepaid or Amazon vouchers) are treated as cash so fully taxable.
  • A restricted-use voucher (e.g. only usable at a single retailer) might qualify if it’s under £50 and ticks the trivial benefit rules.
  • There is no government scheme that overrides this. Vouchers are always a grey area, so proceed with caution.

 

Where Businesses Go Wrong

  • Mixing up trivial benefits with taxable ones — e.g. assuming all gift cards are fine.
  • Forgetting the director cap — leaving small companies with surprise tax bills.
  • Over-spending on parties — losing the whole exemption.
  • Not accounting for partners at parties — miscalculating the total cost per head.
  • Trying to reclaim VAT on client entertainment — which HMRC blocks.

 

How to Play It Smart

  • Plan ahead: budget gifts with tax rules in mind.
  • Stick to £50 trivial benefits for employees; track director totals.
  • Use the £150 per head allowance carefully, including partners, and watch the totals.
  • Consider a PSA for awkward or higher-value perks.
  • Keep client gifting simple: branded, under £50, and promotional.
  • Don’t assume vouchers are trivial. Always check first.

 

The Bottom Line

Generosity is good business. It boosts morale, strengthens relationships, and shows appreciation. But without tax-savvy planning, it can turn into an expensive mistake.

At Hawkhurst Accounting, we help SMEs gift wisely, save tax, and stay compliant. No jargon, no dull seminars, just clear advice that saves money.

 

Final Word

Before you splash out this season, ask yourself:
Is this gift tax-smart, or just another donation to HMRC?

 

*Image credit ChatGPT

Tags:  CorporateGifting  SMEFinance  TaxTips 

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Strategic Visibility Case Study: From Local to Corporate Contracts

Posted By Elaine Walsh-McGrath, Managing Director, 26 September 2025

 

In April 2024, Jo was delivering mental health training courses in a local hall. Seventeen months later, she's designing bespoke content for the CEO of Europe's largest vertically integrated digital car marketplace.

Here's what changed everything.

 

The Tool vs. Strategy Revelation

When Jo first reached out, she had one specific request: "Can you teach me Canva so I can create better images for my mental health training courses?"

It seemed straightforward enough. But during our first session, I asked a different question: "What contacts do you have?"

Her answer was telling: "They're all my husband's friends or colleagues. Nobody I could really use for business."

Here's what Jo didn't realise: she was dismissing a goldmine of potential pathways to opportunity.

Every single contact—even her husband's friends and colleagues—could be one or two degrees away from exactly the person she needed to meet. You never know who in your network knows someone at a major corporation, or has a connection to a CEO looking for training or consultancy solutions.

 

The Evaluation Sheet Breakthrough

Jo had incredible testimonials from her training sessions—genuine praise from participants who'd experienced real transformation. But she was posting the evaluation sheets exactly as they were: formal, corporate, impersonal.

Nobody was engaging.

The solution was devastatingly simple: "Take the same evaluation sheet, sit in a chair reading it, and take a staged photo. Then write what they said in the caption."

That single change transformed everything.

Suddenly, her LinkedIn exploded with engagement. The same testimonials that had been ignored as corporate documents became powerful, personal endorsements when Jo put her face to them.

 

Behind-the-Scenes Content That Built Authority

We started documenting Jo's business journey authentically:

 

  • Videos from her trip to Leeds when she landed a training contract
  • Walking through her local high street, announcing free training partnerships
  • Showing the reality of consultant life—the travel, the preparation, the client meetings

 

Each piece of content positioned Jo not as someone asking for work, but as someone actively delivering value to serious clients.

 

The Credibility Cascade Effect

Here's where strategic visibility becomes exponential growth:

When Jo started posting about working with high-end clients like Rolls Royce—maintaining privacy while sharing credibility—something fascinating happened. People who had met her previously began commenting on her increased visibility.

She was being taken more seriously in meetings. Her phone started ringing with referrals. Prospects could see exactly what she delivered before they even spoke to her.

 

From Local Hall to European Marketplace

The transformation speaks for itself:

April 2024: Delivering courses locally and struggling to see how the business could possibly scale September 2025: Designing bespoke stress resilience content following direct discussions with Avril Palmer-Lavery, CEO of Constellation Automotive Group—Europe's largest vertically integrated digital car marketplace

The company includes Cinch, We Buy Any Car, Marshall Motors, and British Car Auctions. Jo now has training sessions booked across UK and European locations.

I have to pause here to congratulate Jo properly. What I admire most about her is how passionate, talented, and driven she is. This has been central to her success. Jo doesn't stay in her comfort zone. When I'd make a suggestion for a post, she'd try it. When she got an opportunity to network, she'd take it. Her willingness to act on strategic advice and push beyond what felt safe made all the difference.

 

Why This Transformation Happened So Fast

Jo's success wasn't about creating content from scratch. It was about leveraging what already existed:

 

  • Her expertise was real—she just needed to make it visible
  • Her testimonials were powerful—they just needed the right format
  • Her client wins were impressive—they just needed strategic sharing
  • Her personality was engaging—it just needed the right platform

 

The irony? We never did get around to that Canva training. When I realized Jo's potential, it became clear she should outsource design work and focus entirely on what only she could do: sharing her story and building relationships through authentic content.

 

The Strategic Visibility Formula for Consultants

Jo's journey reveals three critical elements that transform consultant businesses:

Leverage existing credibility: Your past clients and testimonials are your strongest marketing assets—when presented strategically.

Document the journey: Behind-the-scenes content builds trust faster than polished corporate messaging.

Make referrals effortless: When prospects can see exactly what you deliver and how you work, referrals become natural conversations rather than awkward asks.

 

The Compound Effect of Strategic Visibility

Here's what most consultants miss: visibility isn't just about attracting new clients. It's about making everything else in your business easier.

When Jo walked into meetings, people already knew her work. When she pitched for contracts, prospects had already seen her expertise in action. When satisfied clients considered referrals, they could point to specific content that demonstrated Jo's capabilities.

Strategic visibility transformed a training consultant working from a local hall into a specialist designing content for European marketplace leaders—in less than eighteen months.

The expertise was always there. The difference was making it impossible to ignore.


After 25+ years developing strategic communication for global brands like L'Oréal, Colgate, Volkswagen, and Ryanair, I've learned that the most successful leaders aren't just excellent at strategy—they're excellent at making their expertise visible to the right people at the right time. My experience in high-stakes negotiations and award-winning strategic campaigns has taught me that visibility isn't about personal branding—it's about strategic communication that positions leaders for the recognition their expertise warrants.

Ready to stop losing opportunities to more visible competitors? My Strategic Visibility for Ambitious Leaders service helps established CEOs, MDs, NEDs, and senior consultants leverage their expertise into the online authority it deserves. This isn't about building a personal brand - it's about strategic communication that ensures your visibility matches your professional success. Book a strategic consultation to discuss how strategic positioning can transform your competitive advantage.


Image Credit: Elaine Walsh-McGrath

Tags:  business transformation  consultant growth  consultant marketing  LinkedIn for consultants  professional networking  strategic visibility 

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