CPA - Accounting
Firm Marketing Newsletter:
Reversing the marketing flow of your CPA firm
Yes, we should
have marketing... we all know that one.
But when one
approaches business owners, it becomes clear that only about
1-2 in a hundred appear to have ANY interest toward Accounting
services.
And even if
you put in the work to FIND those one or two out there, the best
you can expect is a long-winded set of excuses justifying the
postponement of the decision.
They want to
think about it. For ages. They can't make the final decision
YET. Yada-yada-yada...
Faced with
this evident disinterest, it's a brave practitioner who
has the patience to persist doing the same, apparently fruitless
task of marketing.
WHY is it that
owners of small-to-medium sized businesses are so DISINTERESTED
in all the knowhow that Accounting Professionals could offer?
Why don't they
realise how much they could GAIN by securing themselves your
hard-won knowledge so they could make much more out of their
OWN hard work?
Are they REALLY
that disinterested in managing their companies - and making their
own jobs so much EASIER with make-sense financial planning?
CPA firm marketing
nightmare: What if business owners simply don't understand
accounting?
Are you marketing
accountancy to someone who factually knows what you're selling?
Or are you
merely ASSUMING that he understands... because he SAYS (or indicates)
that he does?
Have you ever
actually put his understanding (or lack thereof) to any TEST?
Well... no...
but yes. In fact, you've tested quite a few business owners and
executives for the level of their basic knowledge and understanding
of accounting and financial planning.
Unfortunately
you've done so in your own marketing and presenation.
Every time
you told a prospective client what you could do for him and how
you could help him and DID NOT GET THE SALE...
Now see here
— I'm not saying it's ALWAYS the reason for failing to sign
a new client on.
But it is definitely
far more prevalent than what is commonly realised among CPAs
and accountancy practitioners.
Absolutely.
So, let's look
at this thing. Tell me, what would be your response if I asked
this question:
"How
many business owners would even CONSIDER applying for the position
of chief executive officer of another company?"
Hold that thought.
Then answer this one:
"How
many business owners would consider offering their help to a
colleague in figuring out their accounts, spreadsheets and dabble
in some financial planning?"
Right you are.
Very few.
The thought
of offering their expertise in managing a company or its finances
is just totally alien to them.
Why do you
think that is so?
Certaintly
not because they would feel confident about their ability to
manage ANY company or understand finances (or read spreadsheets).
And they don't
think they would ever be asked or chosen for such a position.
Most business
owners have NEVER been taught how to manage
their business or their finances.
Yet, they
run their OWN companies without much consideration on needing
to learn how to manage their finances.
So, why are
they driving BLIND at 100/mph in total pitch-black darkness without
any idea of what's ahead?
Well... most
of them have never REALISED that a CPA or accountant could
provide the strong headlights they need to steer correctly.
They've haven't a clue that YOU could help them to set up and
maintain an early-warning system that would not only avert catastrophes
but also bring LOTS of profits by timely planning.
Funnily enough,
when this concept is explained to them, some 80% of businessn
owners instantly WANT it.
But only if
you have the way to make them understand it AND the proven tools
to deliver the service in layman terms. It's very simple but
that's the problem for you, really. It's TOO simple so it is
overlooked!
The average
business owner knows his OWN technical subject well. If he is
a carpenter then you can bet that he is a craftsman of superior
abilities compared to the average colleague.
But no-one
has ever sat down with him long enough to get him to REALISE
that there's more to running a furniture manufacturing company
than carpentry!
CPA Reverse
Marketing: Shine the light of your knowledge...
Disinterest
is caused by not knowing the importance of accounting and how
much your knowledge could assist the business owner.
It usually
has its roots in some earlier attempt to make sense of accounts.
The business owner tried to understand accounting, attempted
to get his finances into better control, agonized over the spreadsheets...
and FAILED to make sense of it.
The resulting
understanding was just a BLANK... and that's what he now thinks
a CPA or accountant is offering... NOTHING, really, a service
which the law mandates him to maintain.
So HIS view
of it is rather dim and fuzzy.
He thinks you
get money for peddling papers and the only reason for this expense
is because the government legislates it!
Now, you can
wait and hope that a society-wide sweep occurs, suddenly bringing
"financial enlightment" to those thousands of business
owners on your turf...
...or you can
take initiative and start helping them understand.
The latter
way will enable you to help yourself too, as you will acquire
a lot of new clients willing to pay above the odds for YOUR services...
and ONLY your services.
But you need
to know how to enlighten business owners. It's an exact process
with specific steps using proven tools.
Accounting
is not all that easy for laymen, you know.
It's simple
for you... but a very confusing subject to others.
So you need
to start from their confusion and work it up from there gradually
to bring understanding.
You can light
up the day of a lot more business owners if you approach them
with a message (and a service) which...
-EXPLAINS the
importance of Accounting
-HELPS THEM
REALISE it and how much easier their work can be
with some financial guidance, and...
-OFFERS CONTINUOUS
CONSULTING in explaining the monthly
accounts to the client so he can understand how his finances
are developing and increase his control over the income-outgo
of his business activity.
You can REVERSE
the flow of marketing of your CPA firm in many ways if you know
how. I'm happy to help you but the most important "reversing"
is that you have a way to break through this wall of disinterest
that so many business owners display.
You can do
it if you have a way to contact them and EDUCATE them discreetly,
giving them realisations and ideas, and thus slowly "revitilising"
their self-confidence in regards to financial control and -planning.
That way, they'll
WANT to become your clients.
They gradually
becomes more AWARE of the various aspects of financial control
and they can start influencing the finances of their company
with your help, bit by bit.
That is the
way to creating a unique basic accounting service that is positively
different and desirable in your region.
And this way,
you'll find a lot more business owners INTERESTED when you approach
them with this type of proposition!
Reverse the
game of disinterest. Acquire the tools to grapple the disinterested
prospect and change his world for him...
Help them to
understand BEFORE you offer them your services and you will have
helped yourself more than you ever could imagine!
If you want
to get an idea of how this type of system is set up, feel free
to "spy" on the presentation of Modern Accountancy Marketing
& Sales Course.
But more than
anything, give the idea some thought.
There is a
way to make your marketing efforts bring the expected results.
If you can make yourself get interested in finding a solution,
you will find one.
So don't give
up but just keep at it. After all, the businesses in your region
DEPEND on your help and they ARE YOUR FUTURE CLIENTS... most
of them just haven't realised it yet!
Keep up the
good work,
Best wishes,
Harry Kafka
HDK Consultants
Ltd
32 Manning Close
Richmond Square
East Grinstead RH19 2DR
West Sussex, United Kingdom
Tel. 01342-328 116
From U.S: 011-44-1342-328-116
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