Chaddesley Sanford | Why we’re taking our entire team to Xerocon London

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Edward Sanford, Managing Director at UK based accounting firm Chaddesley Sanford, finds other people’s reactions entertaining whenever he says he and his 20-strong team are off to an accounting conference.

“Tell someone you’re excited about going to an accounting conference – and it’s likely they’ll laugh,” he says. “But what makes Xerocon different is the hybrid between tech and accounting.”

Blowing away preconceptions

This hybrid is one of the reasons that everyone from Chaddesley Sanford goes to Xerocon – not just the accountants. “We pride ourselves on being a progressive firm that understands the latest in smart technology. That approach extends to every single person in our team.

“Our marketing and comms manager came along for the first time last year, and her preconceptions were very different to the reality,” Edward continues. “She found it so stimulating.

“That’s testament to the quality of the speakers and the content at the event. Even someone who is not a bookkeeper or an accountant can find it interesting, so long as they’re commercially minded.”

Individual growth for greater ROI

Edward says the return on investment is why he and the entire team – across both their London and Surrey offices – go to Xerocon London together.

“Taking 20 people is undoubtedly a big investment,” he says. “But it’s about coming together as a team, and investing in our collective knowledge and excitement about the industry.

“We use Xero with 100 percent of our clients, but Xerocon is not just about Xero. It’s an opportunity to make sure everyone is aware of the deep product information but also the related add-ons and overall technological advances out there.”

Becoming the leaders in tech

It’s this opportunity to stop and ask questions of the solutions servicing the accounting industry that translates to immediate value, Edward says. “Say someone on the team has a retail client that could benefit from more efficient technology. That person can go and chat to the team at Vend. Want to make sure you’re using the best reporting tools? Explore the add-on marketplace until you find what you’re looking for.

“We’re of the belief that Xero is by far and away the best product in the market. But we only know that because we constantly challenge ourselves as a firm to know the best tech solutions for our clients.

“If we’re going to be the experts for our customers – businesses who have come to rely on us to know the most effective technology out there – we need to seek new information and test our assumptions.”

Future proofing matters

By immersing themselves in all the keynotes, breakout sessions and networking opportunities that Xerocon has to offer, the Chaddesley Sanford team makes the space to test and recalibrate their forward-thinking mindset.

“Your entire thought process across the two days is driven toward what’s happening next . That’s an incredibly rare and motivating feeling,” Edward says.

“We’re so passionate about working with our clients to make their businesses better. There’s nothing like events like this to stimulate the ideas that make it happen. The team are so pumped up and inspired after a trip to Xerocon; there’s nothing like it.”

The event become a key part of the firm strategy, Edward says. “We independently run a strategy day, but Xerocon has now become a natural extension of that for us. We couldn’t miss it.”

Xerocon London will be at ExCeL London, 4-5 October. Register for tickets today.

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