The delicate
balance of the competition for local accounting clients
 Most accounting
clients prefer a local accountant or CPA. Equally, the rivalry
for accounting clients between firms is fiercest LOCALLY.
And although
the Internet, e-mail and accounting software have made it possible
to deliver long-distance service in all matters financial, the
fact remains that geographical proximity still rates highly
within the criteria for choosing one's CPA and/or accounting
firm.
Thus, even
if you have excellent additional financial and accountancy services
to offer, your future success depends some 80-90% on how well
your accounting practice or CPA firm establishes itself locally.
In local competition
within the accounting industry, the law of supply and demand
dictates certain rules that govern the viability of any accounting
professional in public practice.
The first rule
is that there's more SUPPLY available in any geographical location
than the DEMAND for accounting services in that area.
The supply
outstrips the demand by a wide margin.
This then stipulates
that the olden strategy of "being there and announcing one's
availability" that most practices have relied on doesn't
work any longer.
One can wait
but one won't automatically receive his or her share of the accounting
clients as there just aren't enough clients or income to go around
for everyone any longer.
The second
rule or observation from this is that the marketplace for accounting
services is quite constricted. Businesses just aren't utilizing
the expertise of the accounting professional anywhere NEAR the
degree they could and should... and WOULD if you can jiggle the
pieces of this puzzle into correct alignment.
The local market
for accounting services and the growth factor of accountancy
service delivery
 Because
so many business clients use so LITTLE of your financial expertise,
the market for accounting services could be said to be in its
infancy.
The growth
factor in the market is not in hoping there would be a notable
surge in the number of businesses in the area.
The growth
comes from increasing the DEGREE to which business clients
utilize the accounting professional's expertise and knowhow.
Now, there
are two kinds of clients out there... and, not surprisingly,
two types of CPA firms or accounting practices that go with each
type of client.
Neither category
is an absolute and almost all accountants have both types of
clients and infinite shades of grey in-between. But here's the
rought division:
1st category:
Clients who
don't care and accountants who've given up trying to help
 The
bulk of accounting clients are those who do NOT understand the
value of financial expertise of their accounting firm.
Not only are
they oblivious of the benefits available from a CPA or accountant,
but they react with FEELINGS to all matters relating to taxation
and accounts.
They consider
the accountant or CPA an extension of the long arm of the tax
man.
They dislike
the accounting professional for telling them bad news, they withhold
facts from their CPA... well, you know the score.
These clients
are then mirrored by those accountants who've grown to look upon
their own work as mechanical performance of compliance services,
for whom the term "accounting" means only bookkeeping,
spreadsheets, ledgers, accounts receivables, writeups, yearly
accounts, tax filing and other such tasks included in the mandatory
keeping of financial records of a business activity over the
fiscal year.
Everyone has
these clients, of course. However, the more of this type of CLIENTS
you have, the more you'll be frustrated by the constant refusal
of your help, having your expertise unappreciated on whole time
basis, and whatnot.
We can't say
which was first but certainly this type of client can make any
accounting professional cynical.
Which I'm sure
every accountant is aware of.
However, it
is less known that MOST clients of this type can be taught
to understand the importance of financial knowhow so they will
consider your accounting expertise valuable.
2nd category:
Appreciative
clients and consulting accounting professionals
 The
second type of client is the business owner or executive who
has realised that the EXPERTISE of the accounting professional
is by far the most valuable resource for the proprietor.
This type of
client understands how absolutely VITAL it is to receive accurate
and timely financial information and to have an expert stand
by to help with ideas.
This client
comprehends that his success depends on making CORRECT DECISIONS
AT THE RIGHT TIME, which in turn completely hinges on receiving
correct information and sound advice from experts.
This client
type values the knowhow and expertise of the accounting professional.
This client
pays much more for the expertise than what he is billed for the
routine performance of compliance services... and he usually
also pays his bills promptly.
For this client
type there's a corresponding accounting practitioner out there.
This CPA or
accountant offers consulting services more as a RULE to his or
her clients on monthly or weekly basis. He or she sells EXPERTISE
and offers routine services as an additional service, not as
his/her primary contribution.
This CPA sells
a lot more services per client than his competitors as a rule.
This accounting professional RETAINS clients far longer also
and, as a rule, receives far more REFERRALS than the accounting
industry average.
Modern Accountancy Marketing
Course: the guaranteed
and proven method of acquiring better accounting clients
 Ignorant
clients can be educated to understand the importance of financial
planning and the value of your accounting expertise. Not all
clients but MOST.
But it's possible
only if YOU make it happen.
And for that
purpose, the Modern Accountancy Marketing Course is the only
PROVEN and COMPLETE set of tools and data in existence.
With these
tools and with this knowledge, you can convert most "don't
know and don't care" -cases so they begin to apply their
entrepreneurship also to financial planning and not only to their
production and sales activities.
Clients who
already appreciate accounting expertise can be FOUND from among
those available in your local marketplace, but only if you know
HOW.
There are very
specific concepts that will attract this type of client irresistibly
if only you communicate these in your marketing, listings, direct
mailing letters and so on.
There's a list
of very specific questions which will immediately reveal whether
this prospective client is one of those truly valuable accounting
clients who'll bring in a lot more income and, perhaps more importantly,
give you a sense of accomplishment and achievement as an accounting
professional.
There are places
and communication lines where you can find these appreciative
clients, if only you know where to look and how to approach them.
With your Modern
Accountancy Marketing Course, you will.
Finally, there's
a way of educating business owners and executives with your prospecting
and marketing activities, which essentially guarantee that a
good number of them will BEGIN to appreciate your knowhow.
The knowledge
and the tools to achieve this are part and parcel of your Modern
Accountancy Marketing Course.
This is the
only system that can do this and you've just found it.
It's a system
developed during several years of trial and error, finding the
practical, ready-to-use tools that will bring new clients in
the hands of an accounting professional with no need for prior
experience of marketing.
It took YEARS
of back-and-forth research, testing, adjustments and piloting
with 50 independent accounting firms USING the system continuously
before it was proven to be the one and only client-acquisition
system that works with certainty and produces uniform results
in the hands of any practising accounting professional using
it.
 Once
you have these tools, obtaining new clients from your local marketplace
becomes a set of easy-to-do steps, all of which you can do without
any prior experience.
If you HAVE
marketing knowhow then you'll find it even easier to produce
results with these tools... and to have OTHERS do so also.
The system
also includes a simple monthly consulting service model that
any accountant can easily perform...
...but the
VALUE of this simple added-value service for businesses is tremendous.
In fact, one
of the most pleasant surprises will be when you fully realise
how little it takes to impress business owners GREATLY with your
expertise. It's not a trick, merely knowing HOW to present yourself
and what to say exactly.
By survey and
practical tests, we know that 85% of business owners consider
this service model so desirable that if they only KNEW it was
available somewhere, they'd instantly consider changing accountants.
Above all,
your Modern Accountancy Marketing & Sales Course is the most
comfortable and pleasant to use of all systems. It will allow
you to sell well while REMAINING in your role as an Accounting
professional instead of becoming a salesman.
The Modern
Accountancy Marketing & Sales Course comprises 12 parts covering
every effective way of obtaining new clients of the appreciative
kind from your local area.
It's written
in a friendly manner and from the practical viewpoint of
"how to obtain results," complete with tested
tools that you can simply begin to use, no prior marketing /
sales experience or training required.
The course
is delivered as a subscription-based publication one part per
month, with full right to terminate your subscription at any
point. You can also acquire all 12 parts at bulk price.
Here's a brief
part-by-part presentation:
|
Modern Accountancy
Marketing Course Part
1 |
|
PART 1
brings
you in-depth and unique research information on the feelings,
considerations, and areas of ignorance of accounting clients.
You will know their needs, wishes, hopes and fears exactly and
know how to handle those (often hidden) preconceptions. |
Many accountants
in public practice are absolutely CERTAIN that they already KNOW
what business owners want from accounting services and what they
think about CPA firms and so on... and yet they're amazed
when they read the detailed survey report which comes with Part
1 of the course.
COMPETITIVE ADVANTAGES
GAINED:
You will
know exactly why business owners are so reluctant to change accountants
and how to SOLVE this obstacle.
You will learn
to recognize the various types of prospects and know which ones
it's wortwhile to invest your time with.
You will achieve
full certainty on WHAT clients value and want and HOW to present
it.
Part 1 is only
149 pages and yet it is truly an eye-opening read and you'll
also receive a full introduction to Part 2 of your Modern Accountancy
Marketing Course. |
|
Modern Accountancy
Marketing Course Part
2 |
|
PART 2
gives
you the insider knowledge on direct mailing as it pertains specifically to finding the better
type of accounting clients. Included are 13 ready-to-use letters
to choose from, along with instructions and troubleshooting. |
Part 2 offers
you the knowhow of accountancy marketing as it relates to finding
appreciative clients who are willing to pay for your expertise.
Includes 13 unique direct mailing letters and several strategies
of approach to choose from to suit your preferences.
COMPETITIVE ADVANTAGES
GAINED:
You will
know the pitfalls of direct mailing and how to avoid these. You'll
know how to define your ideal client and target these with your
mailings.
You'll know
how to implement direct mailing and maximise its results. You'll
procure certainty on how direct mailing works and can reap the
results.
Part 2 measures
184 pages (plus bonus packs and downloads) and also contains
a detailed introduction of Part 3 of your Modern Accountancy
Marketing Course. |
|
Modern Accountancy
Marketing Course Part
3 |
|
PART 3
gives
you a prospecting system based on telemarketing but with a difference. It's unlike
any traditional telemarketing and a proven method used to acquire
more than 10,000 top-quality prospective accounting clients. |
Includes a
unique system of prospecting that allows you to approach companies
without being recognised as a telemarketer. Includes the script
used to obtain thousands of the best type of potential clients.
Also includes precise instructions, training materials and troubleshooting
so you can have almost anyone produce results with this system.
COMPETITIVE ADVANTAGES
GAINED:
You will
gain a way to contact any company and engage them in conversation
about your trade without triggering the "we already have
an accountant" button.
You will be
able to recognize the better type of client before you offer
your services to them, thus giving you a way to preselect whom
you work with.
You will secure
a way to increase sales within days from the moment you start
and at a cost of few dollars per prospective client.
Part 3 is 176
pages (plus bonus packs and downloads), presenting also the next
part (Part 4) of your Modern Accountancy Marketing Course in
detail. |
|
Modern Accountancy
Marketing Course Part
4 |
|
PART 4
is gives
you the tested tools for presenting and selling your services
"without selling." These ready tools ensure that the
prospect himself realizes the value of your services and ASKS
to sign on. |
Part 4 includes
the interviews, forms and strategies on how to handle prospective
clients and present your service to them so that they sign on
then and there.
It also contains
detailed information on how to deliver monthly consulting easily
and profitably, offering a wide variety of alternatives that
offer every denomination of accounting professionals their own
level of delivery.
This type of
service is easy to deliver for any accountant. It's built directly
on the surveyed wishes of business owners and an amazing 85%
of prospective clients will find it so desirable that once they're
convinced that YOU deliver it, they'll be very willing to consider
changing over to you.
COMPETITIVE ADVANTAGES
GAINED:
You have
the certainty of tested presentation tools that allow you to
remain in your role as the accountant without any need for making
claims or turning into a sales person.
You will create
a uniquely positive impression on every prospect and your offer
of service is equally individual so it cannot be compared in
price and it will be a winner in quality.
You'll have
absolute certainty on what to offer new clients to ensure more
income, better profits and the most cooperative and appreciative
new clients.
Your marketing,
client-acquisition and service delivery will continually build
up your image as a quality market leader among accounting firms
in your local area.
Part 4 is 209
pages (plus bonus packs and downloads) and it presents the next
part in detail at the end of this manual so you know what's coming
next. |
|
Modern Accountancy
Marketing Course Part
5 |
|
PART 5
concentrates
on very special, accountancy-tailored sales closing techniques, developed and piloted
solely for selling your expertise and knowhow as the lead product
rather than routine actions such as bookkeeping, tax filing and
so on. |
These techniques
are there to help you clinch the deal without having to become
a salesman. No one else will have these unique techniques and
you'll be amazed at how effective these are DESPITE being also
very comfortable to use... suited perfectly for remaining in
your comfortable role as an accounting professional.
These tailor-made
sales closing techniques will truly give you the upper hand in
competition.
COMPETITIVE ADVANTAGES
GAINED:
You will
know the most successful closing techniques and how to use them
without unpleasantness or embarrassing situations.
Your success
ratio from prospects to clients will be the highest in your area,
thus further building your competitive strength locally.
You will know
how to handle the "I want to think about it" prospects
so as to ensure they sign up now... and do it without pressure.
You'll learn
to recognize the different types of prospects and use the correct
closing technique with each, thus further increasing your success
ratio.
You'll spend
considerably LESS time in selling to your clients than your competitors
despite better results, thus gaining more of the market share
continually.
Part 5 is 195
pages (plus bonus packs and downloads) and presents the NEXT
part of your Modern Accountancy Marketing Course so you know
what's coming next. |
|
Modern Accountancy
Marketing Course Part
6 |
|
PART 6
expands
the service concept and delivery of your expertise instead of
routine actions, showing how you can sell MORE services to BASIC bread-and-butter clients.
Part 6 also offers new
added-value services
and key points on pricing your expertise. |
Part 6 concentrates
on how you can expand the delivery of your service to each client
continually... and so that the CLIENT will ask to buy more!
This part also
gives you several added-value services detailed for delivery
and when to offer them so that clients practically snatch them
off your hands.
COMPETITIVE ADVANTAGES
GAINED:
Your services
will attract more clients and you'll sell more to each client,
thus growing your market share (and profits) from both ends while
gaining on the local competition.
You will understand
the true value of your own knowledge and learn to price your
expertise accordingly AND easily justify the cost to the clients.
You will gain
freedom from hourly rates and find a new way of pricing at value
to the client, thus increasing your profit margin and increasing
the viability of your firm.
You will learn
to "expand" smaller bits of data and impress your clients
while ensuring they understand.
Part 6 is 203
pages (plus bonus packs and downloads) and it presents the next
part of your Modern Accountancy Marketing Course for your consideration. |
|
Modern Accountancy
Marketing Course Part
7 |
|
PART 7
gives
you a professional client-satisfaction
system
tailored specifically for accounting clients. These tools are
guaranteed to make clients more aware of the value of your service,
lengthening the average client- relationship and bringing in
more referrals. |
You will learn
why most clients don't understand the true value of what they
receive from your services and how this can greatly affect how
timely they pay your fees and whether they buy MORE services.
It also directly
affects the degree to which they are active in bringing you referrals.
Part 7 includes a large set of ready tools for creating a high
level of client-satisfaction.
COMPETITIVE ADVANTAGES
GAINED:
You will
have a quick and easy way to help clients REALIZE how much they
receive from your services.
You will be
able to find out how much your expertise is actually appreciated
AND secure practically hundreds of golden opportunities to sell
MORE services to existing clients.
Your client-satisfaction
program will further increase your image as the quality market
leader among accounting firms in your local area, thus building
goodwill and making other marketing efforts pay more dividends.
Part 7 is 213
pages (plus bonus packs and downloads) and it also introduces
the next part of your Modern Accountancy Marketing Course so
that you know what's coming next. |
|
Modern Accountancy
Marketing Course Part
8 |
|
PART 8
is a clever,
top-level referral program that's easy to implement and inexpensive
to maintain.
Learn how to harness your clients' willingness to give you many
more of those valuable referrals. |
A long list
of different tools is included for starting a referral program
that's inexpensive and fast, yet impressively effective:
With this system,
you can easily quadruple the number referrals! Included
are all the ready-to-use tools for this ingenious and detailed
referral program.
COMPETITIVE ADVANTAGES
GAINED:
You learn
why clients don't bring referrals and how to handle those barriers
and tap into the power of your clients' networks.
You will know
how to capitalize on the hard work you've put in with clients
over the years and unleash this energy to bring your new referrals
on continuous basis.
Having ready
tools you can start cracking with the program itself immediately
when you so decide, with no time wasted in preparation and little
needed in running this referral program.
By greatly
increasing the flow of referrals from a limited local marketplace,
you automatically get ahead in the local competition practically
without cost.
Part 8 is 206
pages (plus bonus packs and downloads) and also presents the
next part of your Modern Accountancy Marketing Course so you
can make an informed decision about continuing your subscription. |
|
Modern Accountancy
Marketing Course Part
9 |
|
PART 9
offers a unique and cost- effective system for finding outsourcing assignments so that you can easily
tempt (and acquire) those bigger corporations to outsource their
accounting functions (and even whole financial department) over
to your firm. |
A single big
outsourcing client can represent tens of thousands in monthly
fees. But these big fish aren't easy to catch... and the secret
lies in approaching them correctly and at the right time... BEFORE
they've actually DECIDED in favour of outsourcing their in-house
accounting functions.
You also receive
insider information on WHAT to offer and WHEN to do it in order
to have your outsourcing quotes accepted successfully. But be warned: A SINGLE new outsourcing
client can mean more monthly fees than 10-40 average clients...
so use these tools with caution!
COMPETITIVE ADVANTAGES
GAINED:
You will
know what it is these bigger clients are looking for and how
you can FIND them at the right time.
You will learn
how to approach them the right way to make them consider outsourcing
as a viable option to in-house accounting work.
You will obtain
the tools to be on the lookout for these big outsourcing clients
without any need to spend a penny in costs.
Acquiring
a few larger clients will enhance your image as the quality market
leader among accounting firms locally.
Part 9 measures
168 pages (plus bonus packs and downloads) and naturally also
gives a concise presentation of the next part for your consideration. |
|
Modern Accountancy
Marketing Course Part
10 |
|
PART 10
offers several fresh and ingenious methods and tools for effective
and comfortable networking within your community.
The manual also includes the basics of public relations so as to maximize the word-of-mouth
popularity of your firm. |
Networking
is intimately connected with PR but you'll be amazed to learn
exactly HOW... Included are several fresh and effective networking
techniques that will save you from ever having to network empty-handedly.
Instead, you
will know how to offer networking partners something THEY want
in return for referrals. Part 10 includes all the tools required
for these effective networking systems.
COMPETITIVE ADVANTAGES
GAINED:
You will
have an exact plan how to make your good work known locally in
the community, thus further strengthening your position in the
competition.
You will be
able to initiate totally new and exciting networking ideas in
your area, getting the results for being first and receiving
the acclaim for being the originator of highly valued networking
methods locally.
You will receive
a lot more new clients of the best kind who want your expertise
and are willing to pay for it.
Part 10 is
199 pages, presenting also the next part of your course. |
|
Modern Accountancy
Marketing Course Part
11 |
|
PART 11
gives you the tools and secrets of educating your target audience with little effort
in order to "cultivate" new clients continually and
without spending any of your time at it. Learn to get business
owners to study the benefits of your expertise & pay for
the privilege... |
It's not commonly
known what tremendous benefits are available to the practitioner
through the use of some simple educational activities.
In Part 11
you'll learn how to NURTURE a constant flow of new, motivated
clients from your target audience with little or no work...
COMPETITIVE ADVANTAGES
GAINED:
You will
have the tools to become publicly recognized as the leading accounting
firm in your community.
You will know
how to publish information, create information products, sell
your knowhow in manuals and actually EARN money while promoting
your accounting firm.
You'll learn
how to acquire glowingly positive publicity for free and turn
your firm into a trade mark of accountancy excellence in your
area and beyond.
Learn how
to utilize publicity and media, the Internet included, and receive
free advertizing of the kind you want.
Invaluable
tools also for future expansion to other areas for your firm...
learn how to prepare the ground for your successful launching
of a new branch!
Part 11 extends
to 208 pages and explains in details also what you'll receive
in the final part of your Modern Accountancy Marketing Course. |
|
Modern Accountancy
Marketing Course Part
12 |
|
PART 12
gives you a sellable
manual called
Business Owner's Profit Guide (with full resell rights for your
firm's client-acquisition) so you can get PAID for marketing...
and you also receive a guide for the knowhow on selling your publication
successfully. |
Part 12 is
actually two manuals:
The first is
a 97-page sellable manual called "BUSINESS OWNER'S PROFIT GUIDE: How to obtain profit-producing
information from your Accounting service?"
This is a highly
interesting book for business owners, teaching them to THINK
for themselves on how much MORE they could receive from Accounting.
They will learn to evaluate Accounting services as well as choose
the firm that offers the best service... and that firm will be
yours!
This is a major
"best-seller" within the industry and it is intended
to be sold BEFORE the client signs onto your services.
You get
full rights to sell this manual within your practice and pocket
all the proceeds.
The second manual of
Part 12 of your Modern Accountancy Marketing & Sales Course is 76 pages and includes the strategies
on how to get this manual sold in numbers. It also gives the
full top-secret strategy of this method... and you'll be amazed
at how well your sellable manual will make clients convince themselves
that YOUR firm is the best!
COMPETITIVE ADVANTAGES
GAINED:
You will
take hold of your local market as a recognized publisher of a
unique guide that every business owner will want.
You will have
a way to sell to businesses without ANY reference to changing
accountants, thus obtaining a gigantic competitive edge locally
over all other accounting firms, regardless of size.
Your manual
will ensure that those who buy it will use their own time to
learn to appreciate your services and expertise... and come to
ASK to sign on as your client.
You will EARN
MONEY while marketing your own services and acquiring a continuous
flow of the very best type of client who appreciates your expertise
and is willing to pay for it.
After having
sold a few hundred manuals, you will have accomplished the position
of quality market leader in your community. |
Modern Accountancy
Marketing Course — offering you the freedom to decide your
future
 You cannot decide
what your competitors will do in future... but you can decide
what your direction will be.
Obviously,
if you decide to develop your firm and services, enhance your
marketing reach, energize the PULL of your services in the local
market... well, then it matters not a whole deal WHAT your competitors
do in future.
And that's
the idea with your Modern Accountancy Marketing Course.
This unique
system offers you the freedom to decide your future toward a
more viable and prosperous direction.
The system
comes without ANY catches. You buy it and it's yours to use in
your practice as you see fit.
You receive
ready-to-use tools, new information, instructions and even troubleshooting
tools that give you the experiences of using these methods thousands
of times, so if you face a problem you'll know how to solve it.
Your Modern
Accountancy Marketing Course gives you full control of client-acquisition
and competition locally. It's in YOUR hands completely and you'll
never be dependent on anyone or anything in creating a more prosperous
future for yourself and your firm.
This is the
way to fulfilling your goals and beyond.
Empowering you
and your accounting firm
 This system will empower you to achieve
your goals and give the tools to motivate your team to work hard
toward those same objectives.
And let's not
forget this little gem:
Acquiring
this system and installing it in your firm will in itself greatly
increase the value of your practice.
When it's time
to cash in on your life's work, the value of having a fully independent
way of obtaining new clients of the best and most profitable
kind will be an important factor for the potential buyer.
Don't go just
for any new clients or a campaign to obtain a few.
Choose Modern
Accountancy Marketing Course and you'll secure the SOURCE of
the knowledge, the SYSTEM TOOLS... the WORKS for your OWN FIRM,
ensuring you can acquire new clients at any time you want in
any quantity you require.
Knowledge and
exceptional insight are the strengths of this system. Those are
also why the system can be operated successfully by any accounting
professional at an affordable and sustainable cost.
This minutely
documented system will RETAIN the knowledge and skills of
client-acquisition within your firm, making each task easy
to transfer to anyone so they'll start obtaining results immediately.
Think what
it would mean to possess such a functional system as an edge
over the local accounting firm competition.
Think what
it would mean to be able to acquire new clients at will.
Think what
it means to be able to pull in the BEST kind of client and how
such clients will influence your own quality of life.
Think what
it will mean to have a systemized method with ready tools and
troubleshooting so you can easily hat your juniors to do each
task from prospecting to sales and service delivery.
Think how
much having such systems will impress a potential buyer and increase
the future value of your practice.
That's true
freedom and full control over your own future.
 Cost of Modern Accountancy
Marketing & Sales Course
Purchased individually
(separately, not within a subscription), each part of
the course costs $297.00 per part with the exception of Part
12 which is priced at $997.00...
... and believe
me, the results this system can bring you are worth that... thousands
of times over. However, right now we have a special offer:
As a special campaign
and only
| 