|Are you buying actual knowhow gained through thousands of times of USING the Accounting service marketing system - or a long chain of theoretic assumptions without any practical experience of selling Accounting services? Here's how...|
|HDK Consultants USA Inc.|
Practical experience of marketing Accounting services
Marketing of Accounting services is a PRACTICAL SKILL not unlike using a computer. Theory does play a part - but the end result should be that YOU get an ability to obtain new clients independently and whenever you want, right?
It SHOULD be much the same as using a computer, albeit a bit more time-consuming - system for practical use in producing expected results.
You have the TOOLS (computer, software), a TUTORIAL (how to get started), the MANUAL (how to get most out of the computer and software), a MONITORING SYSTEM (computer TELLS you what's wrong if anything IS wrong) and a TROUBLESHOOTING tool (to try solving the simpler problems on your own), all backed up with SUPPORT in form of a living, experienced people who KNOW the system.
It should be that way with marketing systems, too. But, for some reason, it isn't so.
You wouldn't buy a computer created and built by someone who's never USED one. You wouldn't even consider purchasing software created by someone who has never USED it for the purpose it was designed for, right?
And you probably would not buy a computer package that had absolutely NO software in it - no TOOLS with which it can be USED in real life for the purpose you bought it for, obviously.
Then why is it that we CONTINUOUSLY invest in manuals, seminars, consulting, memberships and whatnots of marketing created by people who have NEVER actually personally DONE what they preach?
We buy solutions from people who've never personally solved the problem we have - never gone out there to GET potential clients for Accounting firms, never consulted Accounting Professionals until they successfully CLOSE most prospects onto their services...
And yet, we expect these solutions to work. But... how could they?
If that solution doesn't have ACTUAL (and adequate) experience of all those THOUSANDS of problems that arise once you DO go out there and get your hands dirty in prospecting, marketing, presentation and selling... if that solution gives us NO TOOLS to START USING the system and GET the expected results UNIFORMLY... why do we buy into that?
Well, there's a simple answer to this.
See - most of those selling marketing solutions to Accounting Professionals aren't really selling SOLUTIONS as such.
They're selling INFORMATION, whose SUBJECT is "how to get more clients."
In other words, you're not getting the HOW of it as the item of sale but, in its stead, INFORMATION about that subject.
You are certainly justified in assuming that "information on the subject of obtaining clients" would, indeed, include the precise instructions and tools to GET new clients.
But, by definition, it does not HAVE to include it. It only has to include INFORMATION about it!
It's a subtle but oh-so-important difference, isn't?
That's the difference that makes it so hard to start using what you've bought.
Naturally, if it doesn't lend itself to utilisation - there's no simple way to just START using it - there's no way to get results.
Those selling INFORMATION do not HAVE to have personal, hands-on experience of doing what they talk about. It's the basic difference of TALKING and DOING.
One can TALK about some activity, have interesting views and opinions, work hard to study it and come up with new theories. Once can create an entertaining INFORMATION package that will fascinate the recipient.
But it doesn't necessitate actually personally engaging in the activity itself - there's no need to DO what one teaches others to do.
It is so simply because we LET it be so. We have ACCEPTED this.
We never ASK whether or not the source of the information has actually personally DONE IT himself.
Here's the thing: If the guy hasn't himself DONE it, fought through the MULTITUDE of problems and wrong assumptions any marketing strategy WILL encounter once put to a real-life test... then there won't be any clear-cut, tested, and easy-and-ready-to-use TOOLS given for effecting the goal of actually GETTING NEW CLIENTS.
What you buy and get is INFORMATION about it.
You buy information about getting new clients. But do you also get the blueprint of a tested, proven, successful and easy-to-use SYSTEM of obtaining new clients? Do you get the TOOLS that will allow you to simply START the activity itself without any further delay?
Don't get me wrong. There's nothing WRONG with buying and selling information. I sell information too. All in all, there are lots of GREAT information products offered to Accounting Professionals in public practice.
It is perfectly all right to get information for its own sake. That's what keeping abreast with development is all about. There's much value in UNDERSTANDING and KNOWING - it doesn't necessitate DOING something.
I'm merely pointing out that INFORMATION on the subject of "how to get new clients" won't, per se, guarantee you will be able to GET new clients with that information.
If you WANT to get new clients, then you should make sure there's a proven system for that included.
Unless it gives the TOOLS and tested, proven SYSTEMS that any Accounting Professional can start using successfully without prior experience... well, then you're simply buying INFORMATION.
You get the idea.
Has the Accounting service marketing system been developed from practical experience in USING it?
In choosing a marketing system for your Accounting firm, there is no better test than finding out whether or not the system has actually even been USED by those who sell it.
You'd be surprised how many systems haven't actually been USED AT ALL by their creator!
In other words, a marketing system has been created totally as theoretic exercise.
There's no period of usage, testing or piloting. The system isn't used in Accounting firms as a pilot under scrutiny with upcoming problems solved and system adjusted until it works universally and consistently...
No. From a creative mind onto the paper - and then just SOLD!
But... shouldn't we, the providers of marketing systems, practice what we preach?
Shouldn't we USE our own system to ensure it WORKS before we start SELLING it to Accounting Professionals who then invest combined MILLIONS in using our system?
Are YOU being used as a guinea pig?
Well, put like that, it does sound a bit... exotic, doesn't it?
Assumption is the mother of all failures
Now, when I and my team started to create a service for marketing Accounting services back in 1997, I had LOTS of great ideas on how to get a constant flow of prospects to Accounting firms and get these signed onto services with a high success ratio.
But when I put these to TEST, most of the great ideas were proved WRONG.
Well, not TOTALLY wrong, mind you. ANY marketing idea will get SOME results if used persistently enough.
Thus, anything CAN be proven "to work" by clinical test of "does using it produce more results than not using it?"
But if you set a definite DEMANDED MINIMUM SUCCESS RATIO and COST-EFFICIENCY as factors defining what is successful, you get into deep trouble proving theoretical ideas successful.
See - as long as the "ANY result proves it works" is used, any marketing system can be proven to produce results.
But as soon as you enter minimum demands for its performance... well, it becomes a different ball game altogether.
Here's what we used as our minimum required results ratio to qualify ANY part of the marketing system as successful:
10 percent of business owners reached interested into continuing to hear more about the promoted Accounting service.
(That's right - a 10% success ratio on obtaining potential clients!)
30 percent success ratio on signing potential clients onto the promoted Accounting service.
Now, these numbers might not seem like much.
But if USING one's own system AND these qualification criteria were enforced as a prerequisite for offering a marketing system...
There wouldn't be very many marketing systems offered to Accounting Professionals in public practice!
Obviously, it might well be within your interests to find out whether or not the marketing system offered to you has been USED by its creator - and what kind of results they obtained.
Just like you'd want to know the fuel consumption and cost of a motor car before buying, it might be wise to get the "test results" on the marketing system you're contemplating.
Criteria of practical use - does it lend itself to utilisation?
As if the above minimum success ratios wouldn't be hard enough, we set yet additional criteria for our Accounting service marketing system:
To be easy to use, the system had to be set into TOOLS that already HAD the sales techniques incorporated into them so that the person USING the system does not need to be trained in marketing & sales techniques.
To be USED AT ALL, the system had to allow the Accounting Professional to REMAIN in his consulting role and not have to become a salesman, not have to use a single superlative about himself or get into embarrassing situations with self-aggrandising claims.
To lend itself to CONTINUOUS use, the system had to have a very short return-of-investment factor AND it had to be inexpensive to use.
That way, the smallest Accounting practice could continuously maintain a prospecting activity, GET a steady flow of potential clients and SUCCEED in signing a good number of these on as new clients.
This led us into a new set of practical problems.
The unidentifiable, faceless nature of compliance services - why change Accountants?
In researching the views and opinions of business owners, we found quite a few amazing things. One of these was that, to the majority of business owners, the concept of "Accounting service" was identical to the most basic compliance services.
The reason for using an Accounting firm, then, was simply to have them do the monthly/annual accounts and file taxes.
Additionally, there were payroll and verification of VAT calculations.
And that was all. Nothing else came up.
Now - how could that BE? What, with all that advertising for all those advanced consulting services that Accounting firms offer?
What is this? After all, there's an ABUNDANCE of additional services relying on the BIGGEST ASSET of Accounting Professionals - their high expertise on matters of finance and business management!
Well, we just HAD to find out about this. And further research revealed the reason:
Business owners didn't understand the BASICS of their own Accounting.
In fact, most of them don't even KNOW there was something to be understood!
Books are kept and taxes are filed simply because it is MANDATORY. The Accounting firm does it FOR them.
So, if they already HAVE an Accounting firm that takes care of these things... why would they want to CHANGE Accounting firms - unless they HAD to do so?
Changing Accounting firms was something many had experienced once or twice. It was only done out of necessity - and it was risky, expensive, time-consuming and unpleasant.
Plenty of disadvantages but NO BENEFITS whatsoever!
Can you see how they could reach such a conclusion?
It would follow that, not understanding the basics of finances, they're not really interested in buying ADVANCED services. It is simply too high a gradient for them - you don't try to run before you can walk.
Thus, we found out that, to have a HOPE of getting business owners to CHANGE Accounting firms (and in order to reach our own set criteria for success ratios in the marketing system) we had to find a BASIC Accounting service that WOULD interest the majority of business owners!
So, it was back to the drawing board again.
Then came an idea:
If business owners don't understand the BASICS of Accounting, if they don't know how to USE the information produced by their Accountant... how about creating a REALLY simple service that consisted of EXPLAINING these things to them on monthly basis?
Nothing extra to what they're being delivered as such - just a very thorough system of ensuring the client UNDERSTANDS what the key figures of his accounts signify... just making sure he HAS that timely information as a basis of his decisions, explained by the Accountant in layman terms once a month.
So, back to surveying the target audience. We asked how valuable they'd consider a service that would do just that.
BINGO. Jackpot! An OVERWHELMING response - it would be VERY VALUABLE.
We also asked whether or not they HAD such a service or had heard of it being available in their area.
Guess how many said they had even HEARD of this type of service?
None. Not a single one. ZERO PERCENT.
Well now. Could it BE that if we would BUILD such a service together with Accounting Professionals, ensure it works and can be used by ANY Accounting Professional... and then created a way to communicate this service concept to the target group... and present it in a very special way utilising THEIR own goals for their business activity...
But... would it work?
Two years later we knew that it WORKS!
Today, this service and approach are available within the Modern Accountancy Marketing & Sales Course.
And that's the order of magnitude in PRACTICAL application - doing it a thousand times over until it WORKS - is what you should look for in the marketing system you choose.
Obtaining new clients for your Accounting firm is a PRACTICAL SKILL
To get new clients for your Accounting firm, the marketing system you choose has to be planned for USE.
Obtaining new clients is an ACTIVITY that requires precise TESTED AND PROVEN TOOLS - a whole system, really - with step-by-step instructions of use and a way to MONITOR the results... and CORRECT any problems you may run into.
All I'm saying is this: Information products can be very enlightening and interesting - and yet not have ANY TOOL TO USE AT ALL.
Information products pack a very different punch when it comes to the category of "how well does this avail itself for practical application - how likely is it that I can actually put this to USE and GET RESULTS?"
So make sure the one you choose HAS been used extensively before it was published for wide distribution. If that's the case, it will INCLUDE those successful actions and tools documented for your use.
If in doubt, why not utilise our current offer on a special telephone consultation for the accountancy practitioner / principal partner of an accounting firm... that's a way to clarify the issue.
Or, take a look at a system that definitely INCLUDES the precise tools you need to START the activity of getting new clients and MAINTAIN it successfully - CLICK HERE to see the presentation of the Modern Accountancy Marketing & Sales Course!
- Monthly Financial Consulting Service: Introducing the proven superior BASIC accounting service that will give you a steady flow of new clients: The MFCS practically sells itself!
IF there was a way to ensure that clients understand and use the information they receive from YOUR basic Accounting service... you would have a mile-long queue of business owners outside your door, all begging for you to accept them as new clients!
CLICK HERE to read how to start delivering a basic Accounting service that 85% of business owners consider so valuable that they would immediately start considering a change of Accountants if they thought it was available...
How to ware your Marketing Hat with a creative, results-producing viewpoint?
As the owner of an Accounting firm, you have many separate tasks and hats. In this article, we examine how easily one can think about marketing "wearing the wrong hat"... and how to avoid the inevitable cost...
Why not offer what businesses want MOST?
51% of small businesses turn to their Accountant for advice...but are we WASTING this natural demand by NOT advising SMEs on the most make-sense and NEEDED areas of enterprising... just because they don't know how to ASK FOR IT?
Packaging Accounting services into highly desirable products
What on earth is PACKAGING? Well, it's the first and most important part of marketing... something without which you will have enormous hardships in getting your services sold effectively because you're not utilizing the PULL that's there. If you read nothing else from our web site, PLEASE read this...
Instead of paying thousands, how about GETTING PAID for marketing your Accounting services?
In your wildest dreams, have you ever imagined that marketing your services could DIRECTLY BRING INCOME instead of costing an arm and leg?
No, you didn't misunderstand and there's no mistake here... and it's not a wild scheme but something a growing number of firms are employing today...
Looking for inexpensive marketing ideas for a small or startup Accounting practice?
A small Accounting firm has some very speficic requisites for any marketing system. Otherwise, you're playing with the very survival of your practice.
There are certain simple basics on how to EVALUATE Accountancy marketing systems on whether these really have what it takes for you to get new clients.
Making use of normal people in selling Accounting services... or are you planning to do it yourself forever?
Read this article to find why it's seemingly impossible to get someone to sell your services successfully. Once you KNOW, you can actually DO IT...
EXPANSION-MINDED OR NOT? Why not take this tongue-in-cheek test to measure your readiness for expansion...
Expansion doesn't just happen like a lightning out of blue skies. It requires favourable circumstances... Here's a test for you if you have what it takes to BITE bite into this hot chilli pepper...????
Ready-to-use tools for finding prospective Accounting clients and to present & sell your services successfully:
What's all the fuss about ready-to-use tools for marketing & selling Accounting services? What's the difference if these are NOT software solutions then WHAT are they?
The biggest trap stopping you from obtaining Accounting clients at will...
There's an insidious, invisible TRAP into which we've all fallen. If allowed to remain unnoticed, this trap mechanism will effectively keep any Accounting professional from ever gaining the ability to obtain clients at will.
Knowing the anatomy of this insidious trap (and knowing how to get out of it) is probably the most vital piece of knowledge for unleashing your true potential in acquiring new clients at will.
Why you can't find anywhere NEAR as many prospectice clients as you want:
If only you could FIND MORE PROSPECTIVE CLIENTS...
Why does it appear impossible? Why do you get SO FEW referrals and prospects? What's causing this?
Well, chances are you've totally overlooked the biggest source of prospective clients in your area!
Pricing Accounting services at value... but what's the value to clients?
Pricing your service by hourly rates will always result in lots of upsets and unnecessary explanations.
Why not adopt the principle of charging for availability of advice and at the value your expertise really represents to clients?
How can you CREATE that value in the minds of your current and future clients? Its not all that hard if you know how to do it...
Do you KNOW what what business owners think about, value in, and want from Accounting... or just THINK you do?
Are you LOSING THOUSANDS by assuming business owners think the same way you do about Accounting services? Could it be that their viewpoint is very much different?
One thing is for certain: If you align your marketing message to meet EXACTLY what business owners want from Accounting services, you will start gettin a lot of new clients. Read why most Accounting firms are SO CERTAIN THEY KNOW while they still can't get new clients...
Accounting service marketing: Getting your message across
Why is it so difficult to get ANY response to marketing letters, ads and sales promotions? What can you do to change it?
Why "hiring a marketing expert" won't cut mustard if you want new clients...
One of the most common misconceptions among mid-sized Accounting firms is to think that all they need for marketing is to hire a marketing expert.
But that's really like solving a transportation problem by hiring a chauffeur and forgetting that he needs a VEHICLE to drive before any results can be hoped to be obtained...
So you're looking for a faster, easier solution to finding new Accounting clients?
Many Accounting professionals in public practice don't really want to get involved in marketing and sales that much. Instead, they're looking for a fast and easy solution to finding new clients.
But BUYER BEWARE... does such a system EXIST at all? Well, many CLAIM that it does but if it sounds too good to be true...
-Vital necessity of troubleshooting-- When choosing a marketing system for your Accounting firm...
Learn the insider secret on how you can instantly spot a functional marketing system and reject untried and unproven systems. The secret lies in whether or not the system has TROUBLESHOOTING TOOLS...
Risk Management: Controlling the risks in marketing Accounting services
So you HATE cold calling and don't AT ALL believe in telemarketing?
Then JOIN THE CLUB... you're definitely not alone!
But is telemarketing really a waste of time and money... or is it simply that you need a completely DIFFERENT approach (and system) to get lots pf prospective clients for Accounting services by way of telemarketing?
Prospective Accounting clients through direct mailing?
Many Accounting professionals in public practice have tried their hand in creating sales letters. And most of us have had to give up for it's very expensive to find out that the letter doesn't bring results...
To get results, you need to use exactly the right words and concepts in your letter. And while it's not much of a secret, it makes a huge difference in response...
7 factors governing the success of Accountancy prospecting
You're 98% success... but to get a new client you need a hundred!
- FIGHTING BACK: How certain are you that it is impossible to get new clients for your Accounting firm in today's economic situation?
Midst all the bad news, it's easy to forget that an economic slowdown contains both risks and opportunities, just like any other. Doing nothing is the only certain way to ensure that the situation can do maximum damage.
In fact, during recession you can make a HUGE LEAP FORWARD in terms of increasing your clientele and income... simply because most of your competitors do absolutely nothing. All you really need is to have a marketing strategy that aligns with the economic situation.
How to SELL without having to use superlatives about yourself?
If only it was easier to sell...
Selling your own ability - yourself, in essence - is often not too pleasant. Using superlatives can be very embarrassing... and one can also argue that such salesman antcis don't go well with the image of an Accounting professional.
It's a paradox - if you tell the client how great you are, he might get turned off... but if you don't, he just won't know.
New Generation Accounting Service PRESENTATION techniques
The traditional Accounting service presentation has outlived its usefulness. It still works with referrals and some prospects, but if you are serious about getting a lot MORE clients, you'll want this amazing new technique...
Advertising & Marketing of Accounting services - a complete waste of effort and money?
Well, admittedly it often is. Why is it so difficult to get RESULTS from advertising or marketing campaigns? What's the catch?
Are you practical or not when it comes to selecting a marketing system for your Accounting firm?
How can you find out beforehand whether or not a marketing system is practical and easy to use? Is it possible to estimate how fast and easy it is to start using the system and actually OBTAIN the expected results... new clients?
Comparing Accountancy marketing systems: The ease of getting started and the degree of support
In selecting a practice management system for your Accounting firm, it is essential to ensure those offering the system have actually used it themselves...
THE DIFFERENCE between traditional and modern marketing techiniques for Accounting firms
Traditional Accountancy marketing has a lot of good and perfectly applicable parts and practices. But some parts are ineffective by now. Learn how you can get results by using the MODERN marketing tehniques...
You don't want to increase the NUMBER of Accounting clients but REPLACE a few with BETTER paying & more cooperative ones?
Sometimes the idea of increasing the number of clients isn't appealing for obvious reasons. Not everyone wants to expand through a vast clientele and take on the hassles of employing many people. A sole practitioner who's been in practice for a while usually has TOO many clients already... and too much hassle. The old 80/20 rule (20% of clients cause 80% of the hassle but not of the income) can be beaten but it takes a bit of cunning.
How to sell advanced added-value Accounting services
Many Accounting Professionals have superb additional services to offer to their clients. But why are those added-value Accounting services, special consulting, valuation and other such excellent services so difficult to sell?
There's a very simple and logical reason for it - and once you know what the barrier is, you can effectively open the door to increase the sale of these additional services.
How to sell Accounting services: Getting your hourly rates accepted by prospective clients
Majority of business owners seek for low-cost Accounting services. Justifying reasonable hourly rates is a constant pain and source of disagreements.
There is a simple way to help your prospects and clients accept your fees...
Do you want to get a lot more REFERRALS for accounting services?
Referrals are the cream of all potential clients for an Accounting firm. They're easy to deal with and you can close almost all of them onto your services.
But why are they so hard to find? And how do you INCREASE the flow of referrals?
from contact to sign-on to follow?
to really GET results?
with TOOLS that require no training to use?
& sales activity of practical nature?
and troubleshoot problems?
independence to obtain new Accounting clients wherever you want?
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