Imagine if it
was possible to get paid for marketing your services through
selling Accounting publications...
We are so used
to the idea of having to pay a fortune for the smallest Accounting
service marketing campaign that the headline probably seems totally
unrealistic to you.
But things
change in this world and we can only find new marketing ideas
by questioning some of the old "truisms" of traditional
Accountancy marketing.
All right.
So HOW can you totally REVERSE the money flow on marketing?
Well, by SELLING
the information that is needed for a business owner to realise
the value of your services... that which you now deliver for
free!
Instead of
trying to push home the information to a single business owner
at a time, why not go into PUBLISHING and start selling this
same information in form of a manual?
"Oh," you may say, "but
I am not an author..."
You don't have
to be one.
You don't have
to write a single word to start utilising the power of accounting
publications and publishing in your marketing. You just have
to understand the principle and decide to go for it.
How, I will
explain further down the page. But before that, it's vital that
you get all the data.
Accounting publications:
Start client-relationships with a "starter manual"
A starter manual
is a very special form of an accounting publication, used in
marketing your Accounting firm and services.
Starter manual
is so called because it STARTS the cooperation between you and
a new client — it is the first item of sale in what is known
as the client-relationship.
It's not the
premiere or principal Accounting service we intend to sell to
the business owner but one that's intended to be sold FIRST in
order to give a sample of your knowledge and service attitude.
Obviously,
when dealing with a business owner you've never met before, it's
much easier to sell him a manual costing same as a good lunch
(and without any obligation to change Accountants) than to get
him to sign onto your services for years to come.
A starter manual
is a great way to start communication with members of you LARGEST
target audience — all those businesses in your area. It's
not what you would use with REFERRALS or those rare clients who
contact you and have already DECIDED to change Accountants.
But to make
those thousands of businesses in your area accessible to your
marketing, a starter product is very much the thing to use.
As you know,
it's not at all that easy to get those business owners interested
in changing Accountants. And even if you succeed there and get
a prospective client, it's not that easy to actually convince
him that you're so much better that he should change Accountants.
Enter the starter
manual.
Instead
of trying to get business owners interested in CHANGING Accountants,
why not offer them a low-cost GUIDE on how to get MORE out of
Accounting?
You know, if
they really find out how much you could offer them (with the
help of Monthly
Financial Consulting Service) they're not going to want to stay
with their current Accountant...
But until then,
business owners are reluctant to even CONSIDER changing Accountants.
And that's
the strategy of this starter manual. It will CREATE the willingness
to start planning changing Accountants.
It will allow
the business owner to purchase your manual without any intention
of changing Accountants... and let you "get clients"
without having to handle that reluctance.
Once they READ
the manual and discover how much they COULD (and should) get
from their Accounting service.... well, then they WILL want to
change over to your services!
There can be
many kinds of "starters" — whether products or
services — but they all have these things in common:
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1. |
Broad appeal to
the large target group: A starter must be something everyone
in your target audience could buy and will buy if they understand
its benefits. |
|
2. |
Standardized,
easy and quick delivery: A starter must be quick to deliver and
its quality must be standardized and high so that buyers will
absolutely get MORE than what they expected from it. |
|
3. |
Inexpensively
priced at below the impulse-purchase limit: A starter must be
priced low enough so its purchase can be decided immediately.
This is the so-called impulse-purchase limit, a level below which
the business owner feels free to buy it without asking anyone's
opinion or approval for his decision. |
I mean, think
about it for a second.
If you had
a low-priced manual that appeals to every business owner and
whose contents will impress them even more than what they expected
AND show them what they're missing... AND contain a one-on-one
interview with you at the end of it... what would happen?
A lot of business
owners would buy it... and each of them would effectively become
preselected prospective clients for you... and many of those
would eventually sign on as new clients!
Your readers
would KNOW you (although you don't know them!) and thus your
chances of winning their business increase. With the manual,
you show them how you always deliver even MORE than you promise
— see? — and now they will TRUST you further... which
is usually enough to get them signed onto your services!
All right.
Now, let's get back to the "how you can start" of it.
"How to
get profit-creating information from your Accounting service..."
...is the name
of a 97-page online manual that you get with your Modern Accountancy
Marketing & Sales Course (part 12). It's written in layman
text so business owners have no trouble understanding the contents.
This easy-reader
manual starts the existing reality of the reader on Accounting
services and advances to bringing him more and more realisations
on how much he could benefit from a better service.
This better
service is based on the basic added-value Accounting service
given in your Modern Accountancy Marketing & Sales Course,
namely Monthly Financial Consulting Service.
It's a uniquely
and positively different basic service whose presentation will
give dozens of reasons for the reader to start considering a
chance of Accountants.
You get the
right to sell and deliver this manual, tailored with your name
and contact details (and any changes or additions you wish to
include) and pocket the money.
Publishing
this "Business Owner's Profit Guide" is a great idea
because it will...
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— |
allow you to give
enough information to each prospective client so they can
understand the value and uniqueness of your services |
|
— |
ensure that when
they PAY something for the information, they'll also automatically
assign a higher VALUE to it. More value means higher interest
and greater degree of believability... which again translate
into more effective marketing. |
|
— |
save YEARS
of your time
since potential clients will read the ready materials rather
than take up your time explaining these same things to every
prospect over again.
You can use
your time as you want and your prospects will spend THEIRS reading
your presentation materials until they're ready to contact you
for the next step! |
|
— |
achieve
much higher functionality and efficiency in your marketing because this type
of a manual will let the READER realise and formulate those facts
you would otherwise have to TELL him.
When HE invents
those positive things, they're much more truthful to him —
they're HIS conclusions, not your claims, see? |
|
— |
actually MAKE
MONEY with your marketing rather than having to put money
into it. Now, isn't that a novel idea? |
We will also
give you the full briefing on HOW to sell this manual (and even
how to create OTHER similar manuals on other subjects if you're
interested) and give you the ready-to-use messages and tools
to do so effectively.
The secret of
obtaining new clients
The reason
why this approach works so well is in the unique Monthly Financial
Consulting Service that the whole Modern Accountancy Marketing
& Sales Course is based on.
The fundamental
problem in acquiring new clients for any Accounting firm lies
in that ALL ESTABLISHED companies already HAVE an Accounting
firm.
Thus, all valuable
clients are currently "someone else's clients"
and, while the majority of them are NOT satisfied with
what they receive from their current Accountant, they continue
with the same firm simply because they don't believe that
other firms have anything better to offer.
Add to this
the trouble brought on by transferring accounts from one firm
to another and you get the picture.
Why bother
changing Accountants, see?
So, when you
call to offer THE SAME SERVICE they're now receiving,
the easiest way to get rid of you is to say "we're fully
satisfied with our current Accounting firm..."
It gets rid
of YOU fast, doesn't it?
But, if the
truth be known, they're NOT satisfied with the service.
Absolutely
not.
Oh, most of
them have nothing against the Accountant personally.
They just don't
think his SERVICE is much to write home about.
It's not the
degree of politeness, manners, service attitude or technical
expertise of the Accountant I'm talking about here.
I'm talking
about the Accounting service itself — what elements it contains,
how it is presented to prospective clients, what clients receive
from in ON TOP of compliance services (or, as most business owners
say, "keeping the papers in order")... the "MEAT"
of it.
The STRUCTURE
of the basic Accounting service is practically identical firm
to firm...
...and very
lacking in terms of what it GIVES THE CLIENT (as compared to what
the average client WISHES to receive from it).
The problem,
of course, is that it takes a lot of hard work to FIND OUT what
clients really want because they don't know how to put it in
words due to their (almost complete) lack of understanding of
Accounting.
It took us
YEARS.
By the same
token, once we DID find out what they want and piloted the service
for three years in more than 50 practices... we HAVE the special
service that is the only effective way to INTEREST established
firms to consider changing Accountants.
Apart from
business startups and an occasional referral, the ONLY (meaningful)
source of new clients can be defined as "those thousands
of companies in your area currently using the services of other
Accounting firms but not actively satisfied with what they receive."
The only reason
these clients hang onto their current service providers is because
they don't believe ANY Accounting firm has anything BETTER to
offer.
Nice words,
fancy terminology, stylish presentations... none of those will
help you unless the business owner can see that the SERVICE you
offer is MUCH BETTER than what he now receives.
It has to
be CLEARLY BETTER so that he can see it's worth going into the
trouble of changing Accountants.
And that's
essence of Monthly Financial Consulting Service. That's what
it does.
So, order your
Modern Accountancy Marketing & Sales Course so you get
this service for your firm, start offering it... and you've
opened up many cost-efficient ways to market your services just
because WHAT you offer gives you the edge.
Once you have
Monthly Financial Consulting Service on the menu, one way to
up the ante and get an almost UNFAIR advantage is to offer the
Business Owner's Profit Guide for sale.
It will not
only do your selling but also MAKE MONEY for you!
Click
here to read more about Monthly Financial Consulting Service!
Click here
to read the general presentation of Modern Accountancy Marketing
Course!
Best wishes
Harry Kafka
HDK
Consultants Ltd
32 Manning Close
Richmond Square
East Grinstead
West Sussex RH19 2DR
United Kingdom
Tel. (01342) 328 116
CONTACT
FORM
E-mail: info@accountancymarketing.co.uk |