Could there
BE a way of handing over Accounting service marketing, prospecting
and sales responsibility to others?
 In
this article, we assume that your chosen method of handing over
the task of client acquisition is not to hire an expensive marketing
expert but that you're looking for a way to accomplish sales
by using "normal people" — a person who's not
a top gun sales or marketing expert.
Which is just
as well, for those top sales experts are one in a thousand...
and they don't come cheap. In fact, they seldom come at all into
smaller firms as, being very career-oriented, they only want
to work for big companies with high visibility and many opportunities
for promotion (and fame).
So, if you
don't happen to be running a franchise of one of the Big Four,
chances of catching a big fish like this are minimal.
But that's
not all bad news. You'll save loads of money and, if you play
your cards right, get MORE CLIENTS than one of these top guns
could ever produce!
To understand
why (and how), let's look at what makes these top sales guns
so good.
1. Knowledge
of sales techniques
The first part
of it involves a wide knowledge of sales techniques. Top sales
guns know every technique and they know how to USE it fluently
and convincingly.
To achieve
this level of knowledge and skill, they have to work and study
for several years. They do that by FIRST becoming very good at
selling THEMSELVES to smaller companies just like yours. They
NEED to get on a sales post in order to practise and learn.
Obviously,
this is not so good for YOU, the employer who foots the bill
for his career training. Also, it shows why you might want to
be careful whenever some apparently super-able salesman offers
his services to small firm.
Notice that
all this sales knowledge is stored in the MEMORY of the sales
expert. He never puts it down on paper — that might make
him less irreplaceable — and he certainly lacks the motivation
(and, possibly, skill) to document the whole sales interview
into a tool... after all, if he did that then ANYONE could duplicate
his successful sales action, see?
Now, it's not
commonly known that such sales actions CAN be documented into
a ready-to-use tool, incorporating all the right steps and techniques
INTO the tool so just about ANYONE can use this tool to obtain
more or less the same high level of RESULTS as the original salesman
on whose success it's based.
Known or not,
it can be done... and it has been done very successfully as proven
by the successes those using the tools within Modern Accountancy
Marketing & Sales Course.
2. Ability to
adapt the right technique in the right situation (and with the
right prospect)
This is again
something that comes with years of practising. The REASON for
the necessity of this ability comes from doing the sales talk
ad lib. With no mapped-out route to follow it's all left to memory...
and therefore, the dialogue strays enormously, requiring several
"rescue actions" during a single sales routine.
You don't really
need this ability IF you have ready-to-use tools for selling
Accounting services. These tools already contain all those parts
required to KEEP the prospective client on the right path to
a successful sales closure.
3. Aggressive
nature
What top sales
guns lack in technique and finesse, they make up with very aggressive
approach. While putting pressure on the prospect and having great
sales skill are not mutually exclusive, the fact remains that
IF you know your stuff, little or no pressure is required in
the closing stage of a sale.
In other words,
if you've prepared the prospect so he is extremely interested
in your services and can perceive how much MORE he would get
IF he was your client, the less convincing (let alone pressure)
is required to get him to make the final (positive) decision.
Every business
owner has his own willingness and goals. If you can ALIGN his
benefits, purposes, goals and desires TO YOUR SERVICES then HIS
"engine" will provide the pull required for him to
take that last step and sign onto your services.
The better the
sales action is prepared and planned, the less skill and pressure
are required to get new clients
Now, the great
news is that you DON'T NEED to get a super-salesman to get a
continuous flow of new clients. A "normal" human being
willing to communicate with people can produce just the same
number of new clients... or even more.
Every part
of the above three points defining a top sales person can be
SUBSTITUTED by clever planning and systematization.
This is possible
by obtaining a full SYSTEM for prospecting, presentation and
selling of Accounting services combined with a unique basic service
that'll offer what business owners want but aren't getting from
their current service providers.
The system
within Modern Accountancy Marketing & Sales Course
is exactly like that.
It gives you
all the tools, instructions, training and systems to get NORMAL
people selling your services successfully.
This is because
Modern Accountancy Marketing & Sales Course contains these
elements (among others):
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A tested and
proven basic service that offers what 85% of business owners
are looking for but don't think that it exists. We call it Monthly
Financial Consulting Service but, of course, you can call it
anything you want as long as it has the ingredients business
owners want most.
This service
gives you the leverage of offering something they WANT but (think
that they) can't get from their current Accountant... meaning
you're giving them a very strong reason for CHANGING Accountants.
Without such
a special service, it's almost hopeless to tempt business owners
to go into all the trouble of changing Accountants just to exchange
an identical service to another. That's how THEY see it, see? |
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Tested and
proven TOOLS to find prospective clients effectively and at low
cost. Here, you have a wide variety of prospecting tools, starting
from ready-to-use direct mailing letters, an easy telemarketing
system (that you can get anyone to use successfully), special
approaches for specific types of prospects and so on.
These are tested
by hundreds of practices and you get these valuable tools and
systems so you can start getting prospects without delay. And
because these are put into tools, you can get just about anyone
to use them successfully... it doesn't have to be YOU, in other
words. |
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Tested and proven
tools to interview prospective clients by telephone so their
interest is increased and they realise how this special service
can be tailored to their wishes and needs. This leads to a heightened
interest and pulls the prospects into a meeting in your office. |
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Tested and proven
tools for running the meeting, such as a ready contract (which
acts as a closing tool) and a form to create quote that no-one
can match or better... and successful actions on how to close
a good number of these prospects onto your services then and
there. |
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Detailed instructions
on how to use each tool, full briefing on WHY it is the way it
is and how to get others to use the tool successfully. The course
acts as a full training system in marketing and selling of Accounting
services and yet it requires very little time, you get it a low
cost and you don't have to do it all at once. In fact, you can
choose to train one person to handle prospecting and another
to do the presentations... and so on.
Never before
has such a detailed, in-depth set of Accountancy marketing &
sales techniques AND tools been available — and within your
Modern Accountancy Marketing & Sales Course, you not only
get it all at a low cost but also a full marketing library and
toolkit for any future needs, no matter how much your firm expands. |
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Unique management
tools with which you can monitor and manage the marketing &
sales personnel so that you can accurately predict the coming
results. This system allows you to go about your business without
having to stand behind the salesman's shoulder — in fact,
it only takes a few minutes A WEEK to keep this system under
control!
If you use
the system yourself in the beginning, these tools will allow
you to achieve certainty that you're on the right path and on
the way to obtaining worthwhile results. |
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The complete
experiences of troubleshooting any and all problems that the
more than 50 practitioners using (and misusing) the system in
our three-year pilot programme run into. You get all the solutions
in a checklist for each tool so if you don't get the expected
results, you can LOCATE the problem and correct it.
This experience
is SO valuable that you really have to experience using these
special troubleshooting checklists to appreciate how easy it
is to conquer ANY problem and reach a state where you can get
as many clients as you want when you want them. Never before
has such a system been offered to practitioners. Troubleshooting
not only helps you REACH your goals but it also shows that this
is one system that's been tested, piloted and USED extensively
until it produces uniform results in the hands of anyone.
It's priceless
to have for your practice. |
There's more
— much more — within the course but from the above
you can see how this system will not only make it feasible to
get normal people to sell your services successfully but also
ensure that they can start producing results almost immediately.
Of course,
you do have to go through the system personally so that you can
choose which tools you want to be used and learn how to monitor
and run the marketing & sales system for best results.
Now, this system
suits the do-it-yourself practitioner also. You can use the tools
yourself if you so choose and get expected results.
But the remarkable
about this system is that it ALSO allows you to delegate these
duties and assign different tasks in marketing to different people
so that you can get them producing successfully practically within
days.
Even if you
plan to start by yourself, it's vital to possess the means to
get others to do these tasks successfully. In the long run, you'll
need that, for otherwise you'll run out of time.
And, after
all, why not install a marketing system that will give you a
CHOICE: Once you've reached a far higher level of income and
viability, you might want to start taking time off... and this
system will allow you to do just that.
Hiring salemen:
A question of availability and risk
You don't need
me to tell you how expansion always contains some risks. This
is particularly so when you start hiring marketing or sales personnel.
Whether you
know it or not, there's no way you can find people who'll be
happy to work on sales commission (alone or at all). No, Sir.
People want a salary that they'll receive regardless of results...
that's the way people are today.
So, you'll
have to take on considerable costs (in form of salaries) before
you get any bankable results from the sales person. Without a
clear-cut, ready-to-use system for them to use, you'll have to
wait MONTHS for them to "get grooved in" on the job...
which, again, means a lot of expenses without any guarantees
of ever getting something in return.
Compare that
to having the 12-part Modern Accountancy Marketing & Sales
System course pack with its ready-to-use systems which can be
implemented within days.
Not only will
you save lots of money but you'll also find out whether or not
the new person has it in him to GET any results... for with these
tools, he should get results within a week!
And then there's
the problem of FINDING the right person. As mentioned earlier,
those super-sales-experts are very rare. It can take ages to
find on, let alone persuade him to take employment with your
firm.
Compare that
to how Modern Accountancy Marketing & Sales Course will allow
you to utilise NORMAL, communicative people instead.
It's important
to realise that the type of person required to use this system
successfully is a HUNDRED TIMES MORE AVAILABLE than an established
sales expert.
With this I
mean that these people are about one in ten out there... instead
of the forbidding odds of one in a thousand that you have for
finding someone who's already a top sales expert.
Not only is
it much easier to find a person to use this system than to find
a top gun salesman, but the COST in terms of salary is of a whole
different order of magnitude.
IF you can
get a top sales expert, you'll have to pay a huge salary, along
with a few perks as well.
Compare that
to how the systems in Modern Accountancy Marketing & Sales
Course only require the person using the tools to be communicative
and extroverted — absolutely NO salesmanship or experience
required for results!
No expertise
needed
to use this system successfully... so no gigantic wages required
either.
Controlling
the employee is yet another point to consider. Top sales experts
know their value and act accordingly. Which is fine as long as
things go well... but a nightmare if they don't.
On the other
hand, if you get a normal person whom you tutor into using of
the tools, his attitude is probably going to be a lot more respectful
and considerate as he knows that his expertise is caused by you.
And what about
the moment when the sales person decides to leave your employ
— how is that AND his future activity going to impact your
practice?
A top sales
expert commits everything to memory... and you'll have to let
him in on most of your trade secrets. This makes you vulnerable
as he can sell himself to a competitor with the special expertise
YOU provide...
Also, being
dependent on a top sales expert for clients means that when he
leaves, you don't get any more clients. Which, if left at that,
is acceptable damage... but remember that this guy knows your
clients and might be tempted to get a few "easy pickings"
just to impress his NEXT employer... your competitor.
Compare that
to OWNING the system that the sales person uses. You can get
him to sign a Confidential Information Agreement forbidding the
copying of those tools... and if he leaves, he leaves just as
stripped out of personal skills as he came into your employ.
He can't steal
clients. He can't steal your systems.
And, more importantly,
you can EASILY hire a replacement, getting the new sales person
producing new clients within days!
Expanding your
clientele: A question of having a choice
In the final
analysis, it's a question of whether or not you HAVE a choice
in terms of marketing, expansion and sales... and even future
service delivery within your Accounting firm.
For I've left
the best part to last: With the tools in Modern Accountancy Marketing
& Sales System, you can get the delivery of consultation
also delegated to others!
Now, that's
not going to be much of a benefit in the beginning. But as you
expand it will become essential.
You KNOW how
clients always demand to talk to YOU and how no-one else will
do. There's a reason why that is so. In the beginning, this doesn't
bring problems. But once you have a hundred clients, it will
certainly be problematic.
Especially
so if you ever want to take some time off to enjoy the fruits
of your hard work.
In the Monthly
Financial Consulting Service, you have two specific aspects which
make your work much easier.
For the first,
you can handle only the 15-minute-per-month consultations with
each client and have others perform everything else.
This saves
you LOTS of time and yet you keep the kernel of knowhow —
the most essential part of your services — to yourself completely
so that no-one can steal these clients from you as no-one knows
how to DELIVER the most valuable part of the service.
For the second,
once you have ample proof that someone has earned your trust
— and, possibly, become a junior partner within the firm
— you can easily set HIM up to start his own clientele,
delivering the service just the way you do.
This is all
documented into clear instructions and tools, so it won't take
long. And, once that's a reality, you can always TRANSFER clients
to this new partner... and stop taking new ones for yourself.
This way, you can grow several "smaller units" into
your firm, each producing a higher profit and sufficient income
on their own.
At that (hopefully
not too distant) time, you can simply run your firm with lots
of free time left over.
And that, in
the final analysis, is what having a real choice is all about,
don't you think?
Convinced
enough to try Modern Accountancy Marketing & Sales Course?
You subscribe
to the full course but you can terminate your subscription at
any time if you wish, so you are really risking the cost of Part
1... and right now we offer Part 1 at less than half
price just to make it totally risk-free to see what the course
is all about!
If you want
to read about the course first, CLICK here for an introduction of Modern Accountancy
Marketing & Sales Course.
If you want
to read more about Monthly Financial Consulting Service, CLICK HERE
to get to an article about this unique basic Accounting service.
If you want
to know more about ready-to-use tools within Modern Accountancy
Marketing & Sales Course, CLICK HERE to read about these invaluable
tools.
If you want
to find out more about the troubleshooting within Modern Accountancy
Marketing & Sales Course, CLICK HERE to read about it.
If you're a
bigger firm looking to hire a sales expert, CLICK HERE to
read how you can ensure the best possible chances of success
for your new recruit!
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 |