Looking for
an easy and fast way to get new Accounting clients?
 So,
you're looking for an easier way to find new Accounting clients.
You're not
interested in starting to learn new marketing & sales methods
and you certainly want to avoid having to create any system for
these.
After all,
you just want NEW CLIENTS, not an in-depth study project or full-time
job as a marketer, right?
You want RESULTS
and you want to find someone who can deliver those results —
new clients — NOW instead of requiring you to participate
on seminars or start involved home courses on the subject.
You want
to take the DIRECT ROAD TO RESULTS, not the scenic route with endless
studies and things before you can HOPE to get any results.
You don't want
any of that academic nonsense about theory of marketing.
You don't want
to go back to school to learn something that you already KNOW
basically... after all, you're very successful in getting potential
clients to sign on as it is... so you don't NEED to learn that
any more, right?
You just want
lots and lots of new potential clients which you'll then turn
into clients, right? Or, you want clients directly and look for
someone to provide them for a reasonable fee?
Well, I've
got good news and bad news for you.
The good news
is that by WANTING new clients, you're already among the top
minority of Accounting firms and if you just pursue your goal,
you'll be more and more successful.
The bad news
is that the WAY by which you want new clients simply doesn't
exist. It's an impossibility, something that cannot be delivered
by anyone.
Oh, you'll
find those who will CLAIM or PROMISE to deliver it. But that's
not the same thing as actually GETTING it.
Let me explain.
If it REALLY
was possible to sell clients profitably, don't you think every
Accounting firm would buy new clients?
The subheading
above explains my point. No doubt there are some impressively
powerful salesmen out there who have a high closing ratio and
could sell your services... IF only it was possible to SELL someone
else's Accounting services as such.
But it isn't.
Not so that the resulting flow of new clients would bring you
PROFIT.
See. For the
first, the relationship business owners have with their Accountant
is very much a personal thing. It's a relationship built
on trust and your personal characteristics as experienced by
the client.
And there's
no way someone ELSE could create that relationship with you...
without you present, is there? And that's what MUST happen BEFORE
a business owner signs onto your services.
There's no
way to get a business owner to sign onto your services without
some extensive discussions with YOU. He isn't going to take a
salesman's word for it: He MUST experience communication and
negotiations with YOU personally.
After all,
it's "YOU" he buys, in a manner of speaking.
Thus, no matter
how powerful a salesman you hire, the fact is that YOU are
going to have to convince each potential client personally.
So, what's
the point in hiring an expensive salesman only to have to do
his work for him?
All right,
but there are other ways.
For instance,
what about getting a telemarketing agency to find those potential
clients FOR you, then?
I mean, there
are a few agencies offering these services... so why not just
get them to do it and make sure that your specifications of "acceptable
leads" are tight and demanding... so that you'll get great
leads that inevitably lead to sign-ons with a high success ratio?
Well, again
there's that point of feasibility. No matter how tight specifications
you set for such services, it's not going to make it any more
possible.
The leads will
be different from those you receive from existing clients and
an occasional call from a listing. Very different.
They don't
know you. They may not even be interested in changing Accountants.
There's really only ONE certainty about such leads: A very persistent
telemarketer made the call and got them to say "YES"
to a meeting with you.
If it was possible
then don't you think just about everyone would buy such leads?
Understanding
human frailties in buying and selling
I'm sure you're
well acquainted with the problems in selling your services. Potential
clients are not only sceptical about every claim you make but
they also set additional demands.
It's a game,
essentially, in which the buyer knows he holds the trump
cards: The salesman wants the sale much more than the buyer needs
to buy, so it's the perfect situation to ante up the stakes and
get as many additional demands as possibly included in what you
get for your money.
This bargaining
leverage is a brutally powerful weapon whenever the item of sale
is a service that the buyer can live without... as is usually
the case with a telemarketing service for finding potential Accounting
clients, for instance.
But, see...
the salesman works on commission and that makes him liable
for bending the rules.
He wants
the sale (the
commission) SO much!
In fact, he
wants it too much to ensure that YOU won't be left with any false
ideas of what the service can DELIVER.
For the salesman,
the temptation is usually far too much. It's all too easy to
"misunderstand" some demand you had, it's very easy
to ignore VERBAL agreements or even misinterpret written ones.
Once you're
signed, it's your responsibility to PAY... and then you have
to go into a lot of work visiting the leads they get you BEFORE
you can evaluate whether or not they're any good.
By that time,
you've spent a fortune... and, having received the leads they
got you, what can you do but terminate the contract (IF that's
an available option) and cut your losses?
Why easy ways
(magic wands) are so popular and why people believe that miracle
pills exist
It has been
said that you can be cheated only if you're looking to cut corners
in achieving something worthwhile. Miracle pills offer a tempting
alternative:
"Get
the gain without any pain! Achieve a long-term objective without
spending the time, effort and money required to reach your goal..."
It's understandable
to hesitate going into a longer project seemingly without any
assurance that you'll be rewarded by success at the end of it.
The idea of
committing to so much effort, time and expenses terrifies us
by its magnitude alone — to say nothing of uncertainty about
whether it'll prove worthwhile in the end.
Of course,
you know this phenomenon very well from dealings with clients.
No doubt you've heard some cooky ideas on how the business owner
thinks he can get ahead by some excotic "deal"... and
you know how insistent they can be to go ahead with such crazy
schemes despite your warnings.
But we are
ALL subject to the same temptation of getting ahead without doing
what it takes to do it the right way.
And that's
why we are predisposed to getting cheated by those who promise
the easy way to reach our goal.
We reason like
this:
"Sure,
it costs quite a bit of money... but if I can avoid having to
invest my time in LEARNING the system, if I can just GET THE
RESULTS without spending my TIME..."
Well, you know
what they say: If it's too good to be true, it probably
isn't...
And so it is
with marketing Accounting services. It is a skill comparable
to Accounting. It cannot be BOUGHT.
It has to be
LEARNED.
You would NEVER
hire an Accountant who doesn't have the required experience and
skill to handle the job. You would never hire someone who's BOUGHT
a certificate but never practised.
The same principle
applies to marketing and sales:
You can't
BUY clients or marketing of Accounting services.
But you can
buy materials that will teach you the skill, educate you on the
basic FACTORS influencing the sale of your services, tutor you
step by step into the successful ACTIONS that'll result in more
clients, and give you the proven and tested TOOLS to affect positive
results.
You can buy
a system used successfully by others and then apply it to
your firm... and, in the process, become a skilled expert
of marketing and selling YOUR services.
And ONLY
THEN you can get others to perform the marketing and selling
of your services successfully.
There are no
shortcuts to expertise.
You know there
aren't. You're an expert and you didn't get where you're at today
by cutting corners. You got there by learning from experience.
While marketing
of Accounting services is a major skill, LEARNING it is much
easier than reaching expertise in Accounting itself.
MUCH easier.
That's if you
have a system like Modern Accountancy Marketing & Sales
Course.
While in the
marketing and selling of Accounting services there are about
100 smaller steps to do in order to reach success (new clients
at a high success ratio), in Modern Accountancy Marketing &
Sales Course these actions are incorporated into a set of
ready-to-use tools and you can learn to use each tool within
HOURS.
If you want
to solve the marketing and selling of your services, if you want
to remove any obstacles in being able to obtain new clients WHEN
YOU WANT... then there's no other way to do so but to LEARN
the skill and technology personally.
That doesn't
mean that YOU would have to become a salesperson or that you
have to handle these tasks from hereon out.
The Modern
Accountancy Marketing & Sales Course includes all the systems
with which you can get OTHERS to do your marketing and selling
— successfully.
But you can't
bypass knowledge yourself.
You can't get
others to sell successfully without fully understanding how it
is done.
Trying to bypass
knowledge doesn't work in Accounting. It also doesn't work in
marketing and selling of Accounting services.
Tackle it head-on
and you'll find out how easy and fast it can be to BECOME THE
EXPERT in marketing and selling your services!
The huge difference
between self-sufficiency and dependency on others
While it's
NOT possible to find someone to take care of your marketing and
selling (without first getting the knowledge yourself), let's
look at what would happen if it WAS possible.
If it WAS possible
to get new Accounting clients delivered by someone else... would
you really want to be totally dependent on someone else for
your success?
Indeed, if
it was possible, would you settle for being totally dependent
on someone's sales for your new clients?
Just imagine
the leverage it would give to that other party to increase
his prices as no-one else can deliver what he does.
And think how
easily they could RESELL those clients they got you by promising
something better to them if they again change Accountants?
If you think
that you could control this by legally binding contractual commitments...
think again.
I've been there
(as the paying party) and there's just no way to create an ironclad
contract to safeguard against the many possibilities by which
you could be done in with.
Compare that
to having the tools and skill to get new clients whenever you
want... without any help from anyone or having to pay exorbitant
fees for such services.
Imagine having
the FREEDOM to get clients any time you want, without having
to pay anyone, without being dependent on anyone's skills, participation
or whims.
Imagine what
that could produce within a single year.
Next, think
what a difference it would make in FIVE years' time.
Granted, it
takes some work. You cannot remain a stranger to highly tailored
accountancy marketing & sales techniques.
You do need
a system that has practical and ready-to-use tools (such as letters,
interviews, service models) and you have to acquaint yourself
with those techniques to achieve full independence in acquiring
new clients.
But it's relatively
inexpensive and quick to GET all that.
And, once you're
there, YOU are in control of expansion:
You can get
clients whenever you want... and at a very affordable cost so
the fees will actually increase your profits (and not the other
way around).
Don't go for
a service promising direct client acquisition.
It's not possible
for someone else to get you clients. Some claim that it is possible...
just so they'd get your signature on a costly contract.
But, if it
sounds too good to be true...
There's just
no way anyone COULD provide you with ready clients — not
if YOU want to turn a profit from these clients.
Let's face
it:
Clients you
BUY are just like water poured into a well... it just won't stay
for very long. And so you'll not only 4-5 times more for each
client but also lose them much faster than is the case with clients
you've obtained with your own hard work.
If you want
new clients, you have to "bite the bullet" and take
the tested and proven route:
Get yourself
a practical system for obtaining Accountancy clients, burn the
midnight oil to study the techniques and put in the time to practice
those vital client-acquisition actions until you can get new
clients whenever you want.
Click
here to read about Modern Accountancy Marketing & Sales Course. It's the proven route to getting
full control over the marketing and selling of Accounting services.
Alternately,
view
the presentation of our unique theme seminars that can also be
delivered as consulting.
Get the knowledge
first. It's the only way to obtain many sustainable and realistic
alternatives for obtaining new clients successfully.
In the long
run, it is the shortest, easiest and fastest way — no contest!
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 |