Vital necessity
of having a troubleshooting method for your Accountancy marketing
system
 Many practitioners
overlook the importance of troubleshooting when choosing their
Accounting service marketing system.
Yet, it's the
only way to ensure that you'll reach your goal.
And so it is
that IF you obtain a system which does NOT contain a troubleshooting
tool for debugging the various activities — such as prospecting,
presentation, marketing, quoting, closing of the sale, and so
on — within the system, one is CERTAIN to get lost and give
up.
Troubleshooting
— irrefutable evidence of extensive piloting
There's another
vital point about troubleshooting. The fact that it EXISTS within
the system whose purchase you contemplate is, in itself, proof
that the system has been USED under the supervision of its creators
at some length and extent.
The only way
the creator of the system can GET the data required to build
a troubleshooting tool is by EXPERIENCE in the USE of the system.
If he has used
the system, he KNOWS how pricelessly valuable the troubleshooting
information is for his clients... so, if he has it, why would
he not give it... or even MENTION it?
Right.
Let's look
at two very different scenarios on how one can develop a marketing
system for Accounting firms.
Firstly, the
lazy way.
While it takes
a lot of creativity and writing, it's the easy way. The "guru"
just sits down at his computer and starts writing. He
has these GREAT IDEAS which he now puts together into some form
of a marketing system which he then starts to sell.
The bigger
a name he has, the better known he is within the industry, the
easier it is to sell such a system to a lot of practitioners.
But look-a-here...
isn't that system totally UNTRIED and UNTESTED?
Isn't such
a system completely UNPROVEN in practical application?
Isn't this
guru using you as his guinea pig... if indeed he is even
BOTHERED about whether or not the system works... after all,
he is selling INFORMATION which, once it's delivered, is DELIVERED,
right?
Right you are.
But couldn't
it be a good system anyhow... after all, this guy is a recognised
expert and all that?
No, it can't,
sorry. And I'll tell you why.
Let's take
prospecting, for example. If you reverse-engineer a viable, functional
prospecting system used by Accounting firms, you'll find that
it contains at least 50 separate STEPS (smaller independent
actions), all of which are VITAL to obtaining the desired end
result — prospective clients with a reasonable success ratio!
Each of these
smaller parts acts like a STEP onto the next. Miss one and you
won't get prospects.
Each step is
an ACTION, requiring a tiny RESULT in order to actually do its
job and "graduate" the target person onto the level
of the NEXT step.
This result
could be a realisation in the mind of the business owner. It
could be that his attention needs to be directed to something
so he can look at it in today's light before he can accept the
next bit of data.
It could be
anything... but the important thing is that it needs to HAPPEN
for else you'll LOSE that prospect.
Now, if this
makes prospecting seem like a huge challenge, don't worry. It
isn't, not if you have a set of tested and proven tools which
incorporate all those smaller actions in the right sequence...
and a troubleshooting tool which lets you find WHERE you went
wrong if you don't get prospects.
Most human
activities are, in fact, a SERIES of consecutive smaller actions.
When you drive home from work, a staggering number of smaller
actions are needed for that to occur so you achieve the intended
end result... arrive home safe and sound.
You get to
the car (and remember where you parked it), find the keys, open
the doors, sit down, put your seat belt on, start the car, move
it onto the road, stop at traffic lights, operate the gears and
clutch, make correct selections at junctions, avoid other cars...
well, you get the idea — LOTS of smaller actions are required
just so you could drive home.
So, why doesn't
it feel like a major challenge, then?
Because you've
got those smaller actions down pat.
You know each
of the well, you have each action "built into your nerve
system" so it occurs automatically when there's a need for
it. And because you're handling a piece of non-thinking physical
matter (the car) that never disagrees with you... unlike a living
business owner with his own willingness and determination.
And because
there are traffic regulations whose disregard is punishable by
law... which certainly don't exist in marketing.
See, in marketing
and sales you don't have the benefit of such controlled circumstances
enforced by the police or some other authority.
When you want
to market your Accounting services to business owners, there
are no rules that say they must listen to you.
No regulations
enforcing them to return your calls or reply to your letters.
No legislation
requiring them to think logically or do what's best for their
company.
There are zillions
of rules for Accounting procedures... but no bilateral agreements
between the Accountant and business owners when it comes to marketing
of Accounting services.
The point I'm
making here is that marketing Accounting services is by FAR
a more complicated and complex issue than driving home after
work.
And yet, here's
this guy offering his own great (and costly) ideas to you for
implementation... and he hasn't even done a dry-run on
his system, let alone piloted it with a few dozen practices for
a couple of years.
That's like
giving the keys of your car to someone who's never driven and
who doesn't know the area... and telling him to get to a certain
address despite the rush hour, PRONTO!
Will this person
get there in time... or, at all? Or are you inviting disaster?
Obviously,
this example shows a very different proposition in terms of certainty
of achieving the intended / desired results.
And that's
exactly where the fellow selling you an untried, untested, unpiloted
and unproven marketing system PUTS YOU.
At high
risk, up the creek without a paddle.
The right way
— through experience and certainty
Now, the other
way of creating a marketing system is by EXPERIENCE.
This way is
extremaly unpopular among marketing consultants and publishers
because it's hard work... years of it.
You have to
SLAVE away for thousands of hours with little or no pay, research,
test, pilot, negotiate, create, adjust, test and TROUBLESHOOT...
for years before you can HOPE to make any money from it.
Obviously,
not the preferred choice for many. Yet, it's the only way to
do it RIGHT. It's the only responsible way... after all, we are
asking practitioners to invest their time, money and hopes into
our system... so we want to be triple-certain that their trust
is not misplaced.
And the ONLY
way you can achieve such certainty on functionality is through
experience. Years of it in real-life situations,
running the system until it works uniformly in the hands of any
Accounting professional.
Now, if you
sense a bit of negative emotion on my part on this subject, then
you're right. I can't put to words my dislike of these fancy
boys peddling their overpriced, untried theories which cannot
work because nobody could theorise long series of sequential
actions without extensive practical testing.
Claiming to
help the practitioner, they end up frustrating him with endless
additional costs and without a hope of ever getting the RESULTS.
Admittedly,
it upsets me.
True expertise
comes through hard work and years of practical application of
one's skills. That's how you achieved your expertise... and that's
how I achieved mine.
That's why
Modern Accountancy Marketing & Sales Course is based on years
of running the system BEFORE it was ever published in form of
a course.
It was created
the hard way, through years of research, testing, piloting, troubleshooting...
oh, it makes me tired just to THINK of how much we had to work
to get this system together!
But that was
the ONLY way one can come up with a system that WORKS. That means
that if you use it as instructed, it will produce the same
expected results every time.
However, it
won't do so unless it's been troubleshooted AND that information
has been made available to you, the user.
Troubleshooting
tools give you priceless experience
I'm not saying
that it is EASY to start ANY system which has a worthwhile goal.
The bigger
the objective, the harder you have to work to iron out bugs before
the system works with prediction, producing the desired results
in the quantity that makes it worth your while.
The overall
system within Modern Accountancy Marketing & Sales Course
is no different in this respect.
Now, let me
make this quite clear:
If you expect
someone or something else to do your work for you, you might
as well wait for Tinker Bell to come waving her magic wand.
It's just not
going to happen.
It's your
practice, your service, your livelihood... and,
consequently, you're the only person who CAN make it go right.
Just because
this system doesn't require you to become a sales expert, just
because it has very clever new (yet proven) sales techniques
incorporated into ready-to-use tools, and just because it has
been troubleshooted... doesn't mean you won't have to work
hard for a while to get the system producing predictable
quality and volume of results in YOUR FIRM.
You're new
to this system. This system is new to you. It consists of many
smaller parts, all of which are needed... and all of which need
to be performed within reasonable specifications of quality.
Those specifications
are listed in the troubleshooting lists which come with each
part that has tools and systems for your use.
Now, it's a
bit like learning to ride a bicycle... amazingly difficult at
first but, with unrelenting practice and some good pointers
(troubleshooting) from someone who's mastered the art, it will
soon become easy.
And this is
important: Once you've mastered it, you will obtain desired results
at the quantity of your choice practically FOREVER.
Once it starts
working, it will KEEP ON WORKING for an eternity (or as long
as you use it).
Just think
about that for a second. What would it mean for YOU personally
if you had a way to get new clients whenever you want them?
What would
it mean for the value of your practice? How would that affect
your motivation? Profits? Joy and quality of life?
That's the
difference between theory and a tested system that's been troubleshooted
through and through.
That's why
each part in Modern Accountancy Marketing & Sales Course
containing TOOLS also has its own troubleshooting list.
These troubleshooting
tools are there to be USED. They're there so you CAN learn how
to "ride your bicycle" — run your marketing machine
— and eventually conquer all difficulties on the way to
your goal.
Once you're
there, you're going to be one powerful Accounting professional
— and a uniquely skilled marketing expert who can get clients
at will... it's quite something.
But on the
way there, while still learning it, you'll go through the emotions
as you meet new problems, just as you did when you learned to
ride a bicycle.
Just like then,
you will also MASTER it. It's not half as hard as learning to
ride the bicycle.
With a troubleshooted
system, you HAVE your "bicycle" whereas theoretic (untried)
systems don't actually give you a functional vehicle (system)
at all... so it's like trying to learn to ride a bicycle without
the bicycle!
Not so with
Modern Accountancy Marketing & Sales Course.
These proven
and tested marketing system withing the course can be run because
hundreds of your colleagues have successfully done so.
Your troubleshooting
tools will provide you with their experiences over the years
so you can always find the problem should you not receive the
expected results.
These troubleshooting
tools are the combined experiences of countless Accounting professionals
using (and misusing) those individual tools within the system
during several YEARS.
Thus, the troubleshooting
contains every possible problem you can run into in using —
or misusing — each tool.
You won't be
alone. You won't be left to cope on your own.
These combined
experiences are simply priceless. And if you cannot find the
solution therein, simply contact our support and we will help
you!
So, to summarise,
look ONLY for a system which offers (and stresses the vital importance
of) troubleshooting for its users. Only that will tell whether
the system is piloted and tested or simply the bright ideas of
some creative theoretician.
I'm not saying
the theorist's work couldn't be entertaining and highly interesting.
That's not where the difference lies.
The difference
comes in evidence only when you start USING the system.
But that's
where these two systems are light-years apart!
Convinced
enough to TRY Part
1 of Modern Accountancy Marketing & Sales 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
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E-mail: info@accountancymarketing.co.uk |