What is it like presenting your accounting services to a disinterested business owner? In this newsletter issue, you'll learn what causes the disinterest and how you can REVERSE it....

Accountancy Marketing Newsletter

CPA Marketing Tips - Premiere Online Practice Management Guide for Accounting Professionals
CPA Marketing Newsletter: Reverse flow CPA marketing

Modern Accountancy Marketing & Sales Course

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 U.S.A. Inc.
PMB 211, 411 Cleveland
Clearwater, FL 33755
Phone (727) 474 1206
Calls from outside USA: +1 727 474 1206
CONTACT FORM


Practice Management Articles

CPA Firm Recession Practice Management Strategies!MAKING A DIFFERENCE: How to utilize your true potential to expand practice beyond its natural, slow-paced growth?

Inside, you KNOW there should be more clients and more profits. You can FEEL that your potential is far greater than what you seem to be able to put out with... and you're RIGHT.

But are you looking the wrong way for a solution? What if it isn't YOUR capabilities stopping the expansion... but lack of step-by-step system which is based on PRACTICAL EXPERIENCE of successful colleagues?

At the end of the day, we all need the ROUTE to easier expansion, better profits and more appreciative clients before we can use our true power to travel toward the goal.

CLICK HERE to read how you can acquire the tested route to increase your clientele and profits without risks or discomfort...

Cost of Prospective
Accounting Clients
How much does one prospective Accountancy client or referral cost?

Is it impossible to find prospects for CPA services in a profitable or even affordable way?

If so, what causes the barriers? Is there no way you can find prospects and referrals at an affordable cost and adequate numbers?

CLICK HERE to read about smaller CPA and Accounting firms that have indeed found a way to find new prospective clients and referrals with ROI.

Pricing & Billing CPA Services at valueAre you selling CPA hours or values perceived and gained by the client?

Pricing your service at hourly rates - or at the value they represent to clients?

How can you CREATE that value in the minds of your current and future clients? Its not all that hard to create added-value Accounting services to achieve this.

CLICK HERE to see how some CPAs and Accountants have increased their profits while getting MORE year-round clients.

Year-Round Clients for your CPA Practice?

Divide your CPA Tax Season workload more evenly along the year - with more per-client revenue!If you don't actually LIKE the Tax Season frenzy, you might want to divide your work more evenly along the calendar year. Extensions is one way - but here's a new way that will also increase your per-client revenue and profit AND lessen the Tax Season workload.

CLICK HERE to read about this new way many CPAs are already using - you can implement it within DAYS...

CPA selling comfortably - you're joking, right?

Selling Accounting services is a paradoxal undertaking... Selling your own ability - yourself, in essence - is often not too pleasant. Using superlatives and sales antcis about oneself can get embarrassing for a CPA.

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.

Selling should be easier... and above all, more comfortable!

CLICK HERE to see how other Accounting Professionals have solved this problem the simple and easy way.

Accountant beating top salesmen at their own game two to one?

Selling your CPA or Accounting Practice? Why not first increase the value of it...Not many accountants would instantly consider themselves top guns in sales. But that's only because they haven't discovered their true POWER using the accountant-tailored sales methods... which, amazingly, don't appear to sell at all but yet obtain a huge number of new clients!

Don't take my word for it...

CLICK HERE to read how you could oversell all but the absolute TOP sales experts by using an accountant- tailored new technique...

Advertising & Marketing of Accounting services — a Before you spend another cent in advertising Accounting Services - read this.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?

CLICK HERE before you invest another cent to advertising - this is something you need to know BEFORE you pay!

The leading Marketing & Sales System for Accounting Professionals

Modern Accountancy Marketing & Sales Course

Want to turn the trend on the economic downturn for your clients and your CPA / Accounting practice?

Then have a look at this:

Accounting Professional's Recession Survival Strategy Guide


Articles on Practice Management & Marketing

CPA MARKETING & PROSPECTING TIPS:

What makes finding prospects for accounting services so difficult
and how top CPAs have solved this?

Why offers of accounting services do not interest businesses and what you should offer instead?

The Four Decisions of Prospects: How you control decisions and handle the most usual objections in selling accounting services

How to get an unfair advantage over other practices when prospecting in your area?

How you can find a constant flow of qualified prospects without cold-calling?

Starter Product Strategy: How to quadruple the number of new prospective clients while actually making a PROFIT out of your marketing?

CPA SALES STRATEGIES & TECHNIQUES:

The two factors which make selling your own accounting services so difficult...and how to overcome these barriers

How an Accounting Professional can outsell all but the absolute top sales experts by a ratio of 2 to 1?

A discreet, effective way for a CPA to sell accounting services without ever having to become a salesman

How prospects form their opinion about your professional skills - learn how to instill a high image of yourself with every single prospective client!

Which are the effective elements in a CPA service presentation and sales system - which parts are essential if you want RESULTS with certainty?
CLICK HERE for CPA Marketingtips Newsletter back issues!

- MORE TIPS FOR PRACTISING ACCOUNTANTS -

TIPS ON PROFITS AND GOALS:

CPA ADVERTISING GUIDE:

The Profit Catch 22 of CPA firms and how you solve it & get BOTH time and money to spend?

Practice Management - The missing ingredient in making goals become actuality: What your CPA Practice could REALLY do for you?

Avoiding Accounting Service Advertizing Mistakes: What you should absolutely know before you pay another dime for advertizing?

Writing Killer Copy: Creating a high-interest CPA service advertising message that elicits response

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HDK Consultants USA Inc.
HDK Consultants U.S.A. Inc.
PMB 211
411 Cleveland
Clearwater
FL 33755
Phone (727) 474 1206
Calls from outside USA:
+1 727 474 1206
CONTACT FORM

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