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How traditional marketing of Accounting services has been rendered inefficient

Times change. While Accounting technology, application, rulings and methods have constantly evolved with the change of times, the principles of traditional marketing of Accounting services have remained the same for decades.

New applications of the traditional marketing principle are constantly being evolved. Many of these are very innovative indeed.

But it is the BASIC PRINCIPLE of traditional marketing that the change of times has rendered inefficient and nonfunctional.

That basic principle of traditional marketing is OFFERING SERVICES FOR SALE.

This principle derives from the middle of last century. After the war, there was a scarcity about everything. Informing that you HAD something to sell was often all it took to get clients.

Once products were abundantly available, pricing became the main message. After that, the quality. After that... nothing new.

Since then, we've had all kinds of utterly clever employments of the traditional marketing approach. In fact, entire industries have been born just to develop new tricks and messages of the traditional marketing approach.

Unfortunately, it doesn't really matter how innovative these applications are. They still won't work well. No matter how interesting or clever they sound they won't bring you RESULTS in a profitable way.

In fact, the lifespan of those applications has become very short. Today, it is widely accepted that any approach, any message, any company image "wears out" within a very short period of time. An image may only last six months. An ad campaign only six weeks.

Fifty years ago, a marketing strategy and message would last for several years. It worked and kept on bringing results.

But not so today.

 

Once the trick is known, it loses its effect

It's no use trying to hide the intention to sell. That is precisely the thing that gives away ANY traditional marketing approach and renders it ineffective.

There's just too much of the traditional type of marketing push.

Your average business owner is hit by hundreds of innovative messages doing their best to override his own power of choice, to TELL HIM what he should do.

All those cleverly planned attempts to manipulate his decision are met with ever increasing disapproval. Let's face it. It's just TOO obvious what every vendor wants from you, isn't it?

What do all these cleverly worded messages attempt to hammer into your mind?

"Just sign here and everything will be OK..."

"Trust me, I'm the best there is..."

"If you don't want to be considered stupid, you should think this way..."

...and so on.

See the common denominator? It is always, always and always TELLING THE CLIENT WHAT HE SHOULD THINK AND DO.

DECADES of this, hundreds of times EVERY DAY. TV, radio, direct mailing, newspapers, flyers, magazines, visits to retail outlets, salesmen, (and nowadays, also the Internet and your e-mail)...

How is this NOT going to turn every person off traditional marketing? How is it NOT going to create an instant rejection mechanism that just makes you want to get RID of whatever it is?

And above all - how could it produce RESULTS in any meaningful ratio?

For decades, we've been subjected to this sales-oriented marketing. Can you imagine how good we've become to smell a rat in ANY approach?

One whiff of that "you need this and you'd be silly not to take it" -type of message and we know what it is all about. The thing to do is to get rid of it and fast.

If it's a passive form of approach - a letter, an ad... something that doesn't talk back - we just IGNORE it within 0.3 seconds.

If the contact is human, we have other means of handling it. Sometimes we just let the person have a piece of our mind - especially those that really rub us the wrong way - and close the phone.

But more often than not, we let the person speak for a while - without ANY intention of listening in on what he actually SAYS - and then get rid of him in a polite way.

When offered Accounting services the traditional way, business owners use all kinds of polite methods to get rid of you.

"We are fully satisfied with our current Accounting firm" is one. Only... survey shows the majority aren't satisfied!

"We're not currently planning to change Accountants" is another. Only... more than 50% ARE.

"It isn't possible to change right now, call me next year..." is one more common explanation. But... by survey, we know that business owners think ANY time is fine to change Accountants!

It's always LATER, some other time... anything but NOW.

See, they know all the tricks and they don't LIKE the traditional approach. And in marketing, what the target group thinks is ALL that counts. So, does the traditional marketing approach work if you "spice" it up with new, clever concepts and wordings?

No? And right you are. Only... it is the principle of TRADITIONAL marketing techniques that is the culprit, not the applications of it. It's not YOU that's at fault but the PRINCIPLE of the system that you apply in marketing.

And, by the way, just because it doesn't produce DESIRED results, don't think it doesn't do ANYTHING.

For it does - and you're not going to like it!

 

What traditional marketing approach has done for you

The main problem caused by traditional marketing principles is that the money you invest in marketing doesn't bring results with any certainty.

You're paying for services, such as design, postage, printing, ad space in a media - and none of this guarantees you new clients.

Traditional marketing always tries to SELF assert superiority. If you use the principles of traditional marketing, you cannot but say "I'm the best" in one way or another.

Go ahead, check out any message of an Accounting firm and you'll find those self-asserted superlatives there. Sometimes they're hidden well... but the problem is there's no way to hide it.

It's the approach that gives you away.

Thus, those artful presentations designed to create TRUST and INTEREST end up causing a totally opposite image than intended.

And that's where the traditional marketing approach "betrays" you, rendering perfectly viable and competitive service concepts apparently inefficient and undesirable.

You've seen how it seems like almost NOBODY is interested in Accounting services. Yet, it's not the truth.

It isn't you.

I've yet to see an Accounting Professional that doesn't have some great service and marketing ideas. The fact that you're READING this already puts you in the top five percentiles of your industry - the 5 percent that are still trying to FIND a way to get those ideas and concepts understood and wanted.

The culprit of this story is the basic principle of traditional marketing.

It's the traditional marketing that appears to drain out all the desirability and value out of your hard work and good ideas.

It is the traditional means of marketing that make it APPEAR like no one is interested, nobody cares... well, you know what I mean.

That's why it appears as if marketing doesn't WORK at all. That's why it is apparently impossible to actively find potential clients with reasonable cost and style.

And that's the reason why the vast majority of Accounting Professionals KNOW marketing is a waste of money!

See - you try it over and over again and don't get the response and results you expect... and somewhere along the line, you're bound to get somewhat... eh, well, SCEPTICAL, right?

I mean, it's a FACT that marketing doesn't work, isn't it?

Or - is it?

Well, if you survey Accounting Professionals in public practice, then about 95 percent firmly believe that any investment in marketing has no direct influence on the number of new prospects or clients that the firm obtains.

The same number also believe that it is impossible to influence the number of new clients ACTIVELY at all. Additionally, we don't even believe that any investment in marketing could really be returned at all, let alone in any reasonable schedule.

Well, what is that if not "marketing doesn't work?"

And that's the worst part of it - because anyone who believes it's impossible to actively influence the future of his own firm, won't bother even to try, see?

Why would he? Time and time again he has tried and not received results, so why throw good money after bad?

But that's the wrong lesson to learn. For it isn't YOUR service, YOUR ideas, YOUR concepts that are at fault. It is the principle of traditional marketing that sucks the life force out of them!

The traditional marketing doctrine has been formed by those who make lots of money creating INDIVIDUAL CAMPAIGN ELEMENTS for Accounting firms and other companies.

Obviously, they'll want you to believe it works. And - when it invariably doesn't - they want you to believe that it takes a bit of LUCK to hit just the right button... and THEN it'll work.

Only it won't. The principle of traditional marketing is DEAD - it has long since reached its apex and it's five to midnight for it.

 

If it continues - where's it going to lead?

Let's take a moment to reflect on what this would bring if it continues. Let's say you're still marketing with traditional methods and believe you'll hit gold one day.

How much is it going to cost during the next five to ten years? How much COULD you earn during those years, if you had a MODERN marketing approach that actually WORKS?

What if this just continues year after year? How will it affect your motivation, your retirement plans, your personal life?

 

Improvement requires a small change

Amazingly, it doesn't take much to change your future prospects in regards to our marketing success.

All you need is to adopt the MODERN principles of Accountancy marketing into your thinking, get the tools that are for TODAY and not based on what was effective some 50-odd years ago.

Instead of selling, you consult. Instead of telling the business owner what he should think or do, you consult HIS opinion of it in a way that allows HIM to realise it on his own.

Instead of asserting to the prospect your own good qualities, you ask him to tell you what HE thinks constitutes a great Accounting service. You work with the willingness and understanding of the potential client, not against it.

It's not only incessantly more effective than traditional marketing. It is also so much more comfortable as it requires practically no selling and allows you to remain in the role you're most confident in - that of an Accounting Professional.

And it will also deliver you a permanent freedom from EVER having to use anyone else's services in obtaining new clients at the rate you wish!

Modern Accountancy marketing technology is currently used by hundreds of smaller practices with a high success ratio. It is available for you. If you're interested in an introductory telephone consultation, click here to read about this possibility.

We also deliver theme seminars on various subjects of accountancy practice management. Click here to view the introduction of our most popular theme seminars.

OR CLICK HERE to read the introduction of the Modern Accountancy Marketing & Sales System Course.

Best wishes,

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


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-Accounting Firm Prospecting System Evaluation Points-

Does it have correct Approach in Prospecting for Accounting clients?

Does the prospecting system have a planned and tested route
from contact to sign-on to follow?

Does the prospecting system have ENOUGH of what it takes
to really GET results?

Does the prospecting system include a systematised method
with TOOLS that require no training to use?

Does the prospecting system allow for constant marketing outflow
& sales activity of practical nature?

Does the marketing system include a way to monitor results
and troubleshoot problems?

Does the marketing system put you in control and give full
independence to obtain new Accounting clients wherever you want?

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