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CPA Marketing Tips - Premiere Online Practice Management Guide for Accounting Professionals CPA Marketing Newsletter: Practice management & setting goals

Modern Accountancy Marketing & Sales Course

CPA - Accounting Firm Marketing Newsletter:
Practice management & setting goals

 

In this issue, we take up the challenging subject of practice management. Setting goals is a vital part of achieving objective.

I hope you find this slightly unorthodox article interesting and useful!

 

CPA practice management and setting goals

The subject of setting goals can be quite UPSETTING for anyone who has ever failed to achieve a set goal... so I guess that means every living being who's ever tried to achieve anything, really.

Thus, you can guess what reception well-intended and helpful advice often receives.

"Oh, here's another one telling me what I should do..." can spring to mind easily to anyone.

And true enough, nobody should be telling you what to do with YOUR practice and life!

But... have you ever thought WHY setting goals can be so unpleasant?

To illustrate, indulge me and I'll tell you a story from my own life.

This is from some 10 years back when I developed myr first-ever version of a marketing system for accountants. I was quite a cocky marketing executive, creative director... so I thought it would be easy.

Created it and presented it to the client with gusto... but when the client put it to use...

...the blasted thing DIDN'T WORK.

I was quite upset, naturally, I had set my sights to solving this problem my client claimed was unsolvable... and here it appeared to be proven impossible.

Well, it took some to-and-fro'ing and a lot of definitely caffeinated coffee, but finally I could not accept failure.

I stuck with my goal but now I defined it far more closely. Also, having burned my fingers once, I was absolutely determined NOT to get egg on my face AGAIN.

So I harnessed the full resources of my marketing agency to this project, putting everything else aside.

I decided to do a wide market research survey and ask business owners what they thought about accounting services and firms.

What would they want from accounting if anything was available? What irritated them about accounting firms and accountants?

How did they SEE these services, what was the value they received, which areas of their business would they WANT help with whether or not it was available from accountants... and a whole host of other things.

So, we did our research and created a system and started testing it again.

And IT WOULD NOT WORK!

I thought I would burst a blood vessel...

Yes, business owners were definitely interested.

Yes, they would start discussing with us.

But then, all of a sudden – out of nowhere – the prospects would do a runner, backing off fast as you'd ever seen anyone run!

They would just STOP in the middle of an interview and, out of nowhere, say "I'm not really interested... we're fully satisfied with our current accountant..." and end the phone conversation.

I was FURIOUS. I tried reasoning and used persuasion.

I trained and retrained the interviewers, drilled them in every bit of the script and interview, replaced them and hired new ones... and nothing going.

I tried every possible trick known in marketing and sales... and came up empty-handed.

Eventually, I became apathetic about it. Soon I was convinced that it was indeed impossible – just like so many accounting professionals had told me.

As a result, I actually FORGOT about it. In fact, it STOPPED
EXISTING for me completely.

It just wasn't there anymore... and as long as I believed it was factually impossible to devise a working system for acquiring new prospective clients for an accounting firm, the problem was NOT a problem any longer.

Accepting "the inevitable," embracing that it could NOT be done at all became "the solution."

My set goal wasn't possible to achieve so...

NO PROBLEM!

 

CPA practice management: Failed goal and missing knowledge

So a few weeks passed and I thought I had put this painful failure behind me.

Until one day it came back to bite me, just like these things always do, right?

A member of my team rushed in, bringing all the interview forms, all excited: "Harry, I think I know why business owners don't want to change their accountant..."

I almost killed the guy where he stood.

Boy, did I get UPSET!

"I DON'T WANT TO KNOW ABOUT THIS – THIS IS HISTORY!"
I screamed at the poor fellow!

Well, luckily this clever man was brave enough to just stand there and let me vent my spleen. He understood it was just all that disappointment coming out – I had SO blamed myself for failing that the simplest mentioning of this goal brought back the frustration and feeling of inadequacy that I had suffered during the project.

He just stood there until I was finally out of breath, and then said something that I'll remember for the rest of my life:

"Harry, don't blame yourself for it, it's nobody's fault.

"You didn't fail – you just didn't REACH the goal yet... and you didn't really even have a chance BECAUSE we didn't HAVE this fundamental piece of information..."

This realisation gave me a huge relief.

First I realized that I had indeed been blaming myself... and that this emotional charge itself was the only thing that stopped me keeping on trying to overcome the problems which lay across the path to achieving my goal.

After all, NOTHING can stop you if you just KEEP AT IT... only YOU can stop yourself.

And you do so only if you accept that it's impossible and blame yourself for the failure.

Only YOU have the power needed to stop YOU.

I understood that my "failure" only APPEARED so overwhelming because of one single MISSING datum.

And that's how it is in life.

In whatever goal you have problems achieving MUST have SOME datum — one or more — missing. Something has to be unknown and once you find it, the problem will become instantly solvable.

And that's why acquiring knowledge about the factors influencing the marketing of accounting services can make a huge difference. The knowledge will open doors you thought were welded shut and it can bring about huge relief as well.

 

Accounting service marketing — the missing datum

So, I guess you'll want to know what that missing datum was that open the door for the only tested and proven accountancy marketing system on this planet?

No problem. What we ran into in the testing phase of our tailored accounting service marketing system was this:

The vast majority of prospective clients will automatically REJECT the idea of changing accountants – and you have to know this and know how to handle it just as automatically... after which 95 percent will CONTINUE with you!

Now, if you're interested to hear more about why prospects will almost always tell you that they DON'T want to change accountants (when they actually DO), read our web site article "How to keep your prospect from deciding NO?"

Well, we did solve the mystery and went on to win many victories thereafter, drawing from this experience and sticking to our goal whatever problems came our way. And while I can't boast that I never fall for the same again, it is true that this realisation has helped me quite a bit in my professional life.

 

CPA practice management: Turning ideas into reality

Setting goals cleverly and sticking to them can make a huge difference in anyone's practice.

The BENEFIT of setting goals is this:

Every single man-made creation on Earth was FIRST envisioned by some individual.

It was first an IDEA with a GOAL to make it a reality.

Thus, acquiring new clients is a MENTAL action, really.

You have to create that TARGET and those STEPS with which to reach your GOAL and divide it evenly so that EVERY DAY you forward it a little.

How do you eat an elephant? - Piece by piece!

The principle of the old joke applies to ANYTHING.

Even the greatest feats of human kind were achieved by SMALL STEPS taken OFTEN ENOUGH.

It is a general misconception that to create magnificent results one need perform superhuman feats.

No, sirree.

It only requires the setting of a GOAL and then devising a workable plan on how to take small steps toward it often enough, preferably every day.

The winning way is to make your goal into a set of little steps turned into a routine performed EVERY DAY.

Little by little, you'll achieve a bit more, reach a bit farther on your road to achieving your goal. Kept up stubbornly and routinely, those baby steps will conquer you a kingdom that may well exceed your original goal eventually.

It's nothing much at first. A few weeks on your way, you start noticing SOME results. But it expands and escalates by its own dynamic and soon the improvement will be visible to everyone.

In a few months, the results will absolutely AMAZE you.

So, ask yourself... what could you REALLY achieve with your practice?

What could you achieve if you did small steps every day?

If this intrigues you, read our web site article "Missing ingredients in a achieving goals for your practice" and you might find out!

Have a successful week my friend and believe in your own abilities and power!

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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