Accounting service
marketing: What does it mean to have ready-to-use tools for prospecting,
marketing, sales and resales?
 Accounting
professionals often wonder why we so stress the importance of
having tested and proven TOOLS for all the various tasks within
the marketing and sales of Accounting services.
Admittedly
it is a novel subject in Accountancy marketing. And, while many
practitioners practically RAVE about RESULTS that can be achieved
with such tools, it's a very new thing.
So new, in
fact, that there are very few (if any) other solution providers
that even OFFER ready-to-use tools to Accountants in public practice.
More often
than not, these marketing solution providers offer various clever
concepts (with loads of motivational content) with seminars and
training days and consulting.... all of which paint new visions,
give some great ideas... but then leave the practitioner to his
own devices when it comes to getting these new ideas SOLD to
local business owners in his area.
Now, let's
first explain what we DON'T mean with "ready-to-use tools."
We don't mean
software.
We don't mean
technical things at all.
When we speak
of ready-to-use tools, we mean things like...
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a tested and proven
basic service concept, documented exactly for its content and
deliver, each part written down so you just have to APPLY the
"how" of it |
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tested and proven
direct mailing letters, complete with graphics and attractive
layout... and above all, the MESSAGE that will create interest
with most business owners and get you response (prospective clients) |
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a tested and proven
telemarketing speech and a system how to get practically ANYONE
to use it successfully, obtaining new prospective clients within
hours and at an unprecedentedly low cost per prospect |
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a tested and proven
interview to use as the first action with the prospect you receive.
This telephone interview yields an 85% success ratio and it's
all there, each question and each word, all developed through
years of trial and error interviewing potential Accountancy clients |
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a tested and proven
programme of meeting with prospective clients, including a quote
form / contract which acts as the tool with which you CLOSE the
prospect then and there without ANY selling required |
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a tested and proven
system to sell MORE services to clients as they learn more about
their finances and automatically start ASKING for those additional
services |
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a tested and proven
client-satisfaction programme that will make your clients REALISE
how much they're receiving, thus enabling you to sell more AND
lengthening the average time period that clients stay on your
services |
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a tested and proven
referral programme to double or quadruple how many referrals
your clients bring as compared to the industry average |
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tested and proven
(and totally unique) networking systems which will guarantee
a widespread web of networkers and keep these actively searching
for new referrals for you |
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...and so on.
In our Modern
Accountancy Marketing & Sales Course, there are these and
many other tools, all ready to use, and all based on years of
trial and error in Accounting service marketing, now finally
documented in form of a course.
So, what's
so special about that, then?
The value of
experience in ready-to-use tools is virtually priceless
The difference
is that these tools are tested and proven through use in dozens
of practices. The telemarketing system alone has an amazing track
record: With it we've acquired more than 10,000 preselected prospective
clients for Accounting firms!
Now, that's
a FAR CRY from being merely someone's great idea. It's tested,
proven and utterly reliable... which all translates into RESULTS
when YOU get to use the tools.
Ready-to-use
tools save you from strenuous study
Another valuable
thing about these ready-to-use tools is that they are what they
say... READY TO USE. You don't have to create these tools. You
don't have to STUDY in length to use them... instead, you can
just pick the tool up, read the few pages of instructions...
and START USING THE TOOL.
That's ease
and speed you have to experience to be able to appreciate it
fully. These tools will save SO much time and effort for you...
to say nothing of money.
Effective sales
techniques interwoven into the tools
Let's open
our coats here and say out loud what we both know to be the truth:
Very few Accounting professionals are ALSO top sales experts.
It might not be a pleasant truth but it is a fact regardless.
No doubt you've
developed some good sales pitches and amassed a few great ways
to handle arguments that come up when you try to get a potential
client signed onto your services.
I'm not putting
that — or you, for that matter — down in any way.
I'm merely
explaining the reality of it. You are, first and foremost, an
expert of financial matters of which Accounting is one part,
taxation another, financial planning a third... and so on.
You are primarily
a consultant selling your own expertise... not a salesman.
Yet, unless
you can get your services SOLD effectively, there's no way you
could ever control the speed with which you get new clients,
is there?
Now, IF you
want to get new clients, you have two alternatives.
You can study
to become a hard-sell sales expert.
Or, you can
obtain a system based on ready tools which INCORPORATE the needed
sales techniques so that you can simply USE the tools (read the
interview, send the letters) and GET THE EXPECTED RESULTS.
And that's
what you GET with your Modern Accountancy Marketing & Sales
Course.
Tell me, do
you WANT to spend years learning sales techniques?
Didn't think
so. Selling is not only a demanding art. It can be quite embarrassing
too if you're selling yourself... as is the case here.
Saving you from
embarrassing situations — you never have to use superlatives
about yourself
In selling
Accounting services, we essentially have a situation where you,
the expert, are really SELLING YOURSELF.
You're the
item of sale. Your skills, expertise, wisdom, intelligence, abilities
and personal characteristics are being evaluated by a non-expert
who simply hasn't the matching qualities required to DO so.
In other words,
you're an expert trying to convince a non-expert of your expertise.
Now, put like
that, we see why it is so thoroughly UNPLEASANT to sell your
services.
Tell me...
do you ENJOY selling yourself?
Does the idea
of facing a cynical business owner and trying to prove your expertise
make every cell in your body quivering with eager anticipation?
Are you thrilled
pink by the prospect of meeting a sceptical know-it-all who's
going to dispute and devaluate just about every claim you make?
Didn't think
so.
If you're like
the rest of us, then you probably think that there's nothing
quite so embarrassing as having to DEFEND your own skills and
expertise to a doubtful listener.
Why should
you have to PROVE the fact that you're an Accounting professional?
And how CAN you prove it to someone who hasn't got the ability
to PERCEIVE it?
It's so difficult
to sell one's own expertise.
Most every
potential client will act automatically just like all of us do
when being at the receiving end of a sales pitch. We squirm,
we try to avoid encouraging the salesman, we dispute (or suspect)
his claims... you know the drill.
Now, if you
have the Client Requirements Interview tool included in Modern
Accountancy Marketing & Sales Course, you never have to waste
energy in trying to prove the obvious.
Because of
these ready tools, you NEVER have to use the traditional presentation
techniques which involve self-praise and claims.
Instead, this
system built so that the PROSPECT "invents those facts speaking
FOR joining your clientele. You ask a series of highly captivating
questions — and, trust me, he will be fascinated by those
questions and form a lot of new ideas! — while allowing
the prospect answer anything he wants.
That's all.
It's all INCORPORATED into the questionnaire so that, by simply
asking the written questions, you FOCUS his attention on a series
of issues and, as he answers, he cannot but formulate the opinion
then and there.
One question
after another, his awareness increases and he becomes more and
more conscious of how MUCH he could benefit from YOUR special
services.
And you NEVER
have to TELL HIM how good you are, not once. You don't make any
claims. You don't use any superlatives about yourself or your
services.
You just ask
the questions... and HE comes up with those things instead. HE
realises you're a very highly-skilled expert. HE coins the idea
that you really know what you're talking about.
HE formulates
the view that your services are of much higher quality than what
he has ever received before. HE understands (by understanding
everything you ask and enjoying it) that he will be able to USE
your advice because it is so understandable and clear.
And, finally,
he concedes (to himself) that HE needs you a lot more than you
need him... creating the right flow of "who wants who"
which will ensure you GET SALES.
Now, wouldn't
that be a nice thing to have?
Ready-to-use
tools versus theory — Instant functionality and reliability
versus untried ideas
To summarize,
let me just say that there's a remarkable difference in results
between a system based on ready-to-use tools and any other methodology.
It's similar
to the difference between having a car versus having a few hazy
ideas on a PLAN for a car. One you can use instantly, secure
in the knowledge that it has been tested and proven... and this
you know simply because IT EXISTS; there's no way to create ready-to-use
tools without having DONE what they're for... and done so extensively
enough to know how to do it successfully.
Of course,
motivational pep talks and interesting ideas are always fun.
But they are
light-years behind the priceless value of ready-to-use tools.
So, don't choose
ideas which require you to research, test, pilot and develop
the tools. Instead, pick Modern Accountancy Marketing & Sales
Course because all the research, testing, piloting, developing
and troubleshooting are already DONE and the system COMES with
ready-to-use tools!
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
CONTACT
FORM
E-mail: info@accountancymarketing.co.uk |