|Did you know that there are several different types of prospective clients you can find for your Accounting services? Read which these types are and how they differ from each other.... and you'll know why you're not getting enough clients!|
|HDK Consultants USA Inc.|
Are you good at closing prospective clients onto your services but wonder why you still can't get as many clients as you want?
If you have an excellent closing ratio on signing prospective clients onto your services, you may well dispute the idea of needing a marketing & sales system at all.
In fact, you're probably thinking along these lines:
"I don't need any help on presenting and selling my services since I close practically every single prospect that I get. Instead, I just need a way to get MORE PROSPECTS..."
And right you are.
You need more prospective clients.
But I've got some very bad news for you:
There aren't any more to be had.
See. Those prospective clients that you get are few and far between. And you're probably getting your full share of those already, so there's no way to increase your share without getting a huge inflow of new businesses into your area.
So, you're stuck with whatever number of prospective clients you currently receive every year.
These consist of two types of prospects:
Referrals from existing clients and "upstream prospects."
Upstream prospects a rare luxury
I call these "Upstream prospects" because they act the same way as the king of fishes, salmon, when it does its once-in-a-lifetime feat of swimming against the current up the river to spawn.
Upstream prospects are actively seeking to change Accountants.
They take the initiative, they make the decision to change and they have the tenacity to FIND a suitable Accounting firm to contact.
These are VERY ACTIVE prospects.
They're also very rare so infrequent, in fact, that if you get more than 1-3 a YEAR you can consider yourself very lucky for receiving a lion's share of these precious lucky strikes.
Referrals an infrequent delicacy
You don't really need me to tell you how rarely clients refer someone to your services.
Again, it's a great chance if you can get it.
And again, if you get more than 1-3 referrals a year you are so lucky.
Closing upstream prospects and referrals
I don't want to upset you but I have to come out with the facts. And the fact is that the easiest people to close onto your services are referrals and upstream prospects.
It takes skill but nowhere near as much as closing someone ELSE.
A referral is basically decided on changing over to your firm. His friend has already recommended you and thus created sufficient CERTAINTY on that he is doing the right thing by signing on as your client.
To LOSE him, you actually need to do one of two things: You have to MESS IT UP ACTIVELY... or you have to SEND him back home to "think about it" by NEVER asking him to sign on at all.
An upstream prospect is also totally committed to CHANGING Accountants. Here, your job is to make sure that he sees YOU as the right choice.
With upstream prospects, the traditional Accounting firm presentation usually does the trick. He WANTS to find you suitable, he is looking for a reason to get it over with and get back to the normal routines of business.
Thus, both referrals and upstream prospects have certain unique qualities. Both have decided to leave their current Accountant. Both WANT to sign onto your services, provided you and your presentation meet their criteria.
But that's definitely NOT the case with the overwhelming MAJORITY of potential new clients in your area.
The remaining 99.9 percent of viable prospects in your area...
...are neither referrals nor upstream prospects.
This group of prospects consists of those thousands of business owners in your region... by FAR the biggest target audience available to you.
I call these PASSIVE prospects.
They're not doing ANYTHING to change Accountants. They're not looking for a new Accountant... they're not even THINKING of changing Accountants.
In fact, they're unwilling to even CONSIDER changing Accountants.
And yet, this target audience offers a huge potential source of new clients IF YOU CAN ACTIVATE them into thinking along certain lines (in which case they become ACTIVATED prospects, which I'll go into later on).
Now, this is important:
Their reluctance doesn't stem from being satisfied with their current Accountant.
They are NOT satisfied with what they receive from their Accounting service.
Contrary to what they SAY when you try to interest them to discuss changing Accountants, about 85% of them are NOT satisfied with what they receive from their current Accountant.
They just SAY SO because that's the proven formula to get rid of any sales calls!
NOTHING disarms a cold-calling Accountant better than being told that the business owner is FULLY SATISFIED with his current service provider.
And that's why they say it.
It's the guaranteed way to end off any sales-oriented calls within seconds.
Are they LYING then?
Well, whether or not they are is really irrelevant and rather academic to our problem here.
It could be what is known as "an acceptable truth" in the trade not a direct lie but definitely a partial truth. Or it could be that they simply say so because they think there's nothing more to be GOTTEN from the service than bookkeeping and whatever else they're currently receiving.
Whatever. It's what they SAY.
But what they THINK is another thing thing altogether.
The underlying cause for getting rid of you comes from how they view the act of changing Accountants.
This is not going to be pleasant reading so brace yourself.
For the first, they think all Accounting services are basically identical. You're doing their books, right? So how could that be any different from how their current Accountant is doing their books, see?
And, while they're not satisfied with the keeping-up-to-date and advice they receive from their current service provider, at least they KNOW him... and, for all they know, you could be WORSE, see?
Then there are the social veneer and other issues concerning loyalty: How are they going to tell their long-term Accountant that they're leaving him? How EMBARRASSING is that going to be?
And what if the Accountant gets upset, charges them double for the remaining months or intentionally obstructs the turnover of documents to the new Accounting firm?
Furthermore, how long is it going to take before he learns to speak the same language gets onto the same wavelength with the NEW Accountant... and what if he finds out after a while that he simply ABHORS the new person?
Mind you. These are not my ideas and conclusions.
They come directly from an in-depth SURVEY with business owners on the subject of changing Accountants.
It's not what I think but how THEY see it.
So, let's sum it up.
By offering your services the traditional way, you're basically suggesting that business owners who've never heard of you before to...
Doesn't sound very inviting, does it? Not from the business owner's viewpoint.
Now, let me again remind you this is what THEY think, not my view of it.
I don't agree with what they think. But, as a professional in marketing Accounting services, I know for certain that this how they THINK.
It's very much the truth of what THEY THINK. It's very much true TO THEM.
And you'll be wise not to try going AGAINST their thinkin.
In fact, their fears should be the ESSENTIAL point in your MARKETING STRATEGY if you ever hope to open up this ENDLESS SOURCE OF NEW CLIENTS.
If you want results, your marketing approach MUST BE BASED ON THEIR REALITY OF THE SITUATION.
Any service you offer, any message you approach business owners with, any presentation you do with prospects MUST GIVE THEM SEVERAL REASONS TO CHANGE ACCOUNTANTS.
You must get them activated into THINKING what they would WANT from their service and what would BENEFIT them. You bring them realisations on that it is POSSIBLE to get this from an Accounting service.
Little by little, you have to enlighten them so they begin to see how much they could DO with the information provided by an Accountant, if only their service was tailored exactly to their needs.
Once you have such a system and obtain a prospective client, he becomes "an activated prospect." Your message has hit spot-on and, as if pressing the START-button, ACTIVATED him into contacting you (or into agreeing to be contacted by you).
Closing activated prospects
Now, handling ACTIVATED prospects presentation, sales closing, etc. is a different proposition from what you need to do with referrals and upstream prospects.
With activated prospects, you must continue building their motivation to CHANGE Accountants while simultaneously ensuring they get more and more REASONS TO CHOOSE YOU.
With referrals and upstream prospects, you must actually DO something to LOSE the sale. With passive prospects, you must actively do something to GET the sale.
It is a very precise system with many smaller parts like a pathway that's been mapped out through a mine field by thousands of trials and errors.
This system exists. It has been based on the researched needs and wishes of this gigantic "passive" target audience those thousands of businesses within your area and it was piloted in more than 50 Accounting practices for YEARS before being documented into a course format.
I warmly recommend that you consider it.
And, what's the alternative?
If you can't make the unknown business owner SEE BENEFITS in changing Accountants...
...then you might as well not bother marketing at all.
You're not going to get any prospective clients from 99.9% of your target audience meaning from these so-called PASSIVE prospects.
You won't get a single one.
You'll still get the number of referrals and upstream prosects as before but your marketing input isn't going to help you get any more of those.
Save your money, it's not worth it. You're just throwing money away with no hope of ever getting back the cost, let alone MAKE MONEY from it.
There's no point in offering someone to change the service provider they KNOW to one they don't UNLESS you can offer some significant advantages to the business owner and, in his mind, create a sufficient degree of certainty on that he will GET those benefits by changing over to you.
You're at a grave disadvantage from the onset simply because the business owner doesn't KNOW YOU... and because he IS familiar with his current Accountant. It's the old logic of "Better the devil you know than the one you don't," in other words.
That's why it seems impossible to get MORE prospective clients on top of your share of referrals and upstream prospects.
But there is a way.
It took years to navigate through the booby-trapped field and create the precise route.
And because that route exists, you don't have to accept the impossibility of it any longer.
Now, you actually
have a choice. You can now decide whether to...
...dismiss it or take advantage of it!
So, if you're very good at closing referrals and upstream prospects but want to get MORE clients than these provide, you now have two alternate routes to take.
You can simply IGNORE this information consider it untruthful, dismiss it, dispute it, argue against it... whatever, it doesn't matter or you can EXPLORE the possibility that this information is, in fact, the solution to your problem.
If you choose to explore it further, CLICK HERE to read about Modern Accountancy Marketing & Sales Course. It gives the successful and proven way to tap onto your biggest target audience and obtain new clients practically at will at very low cost and with an amazingly quick return of investment.
Whichever you choose, I wish you the best of success!
- Monthly Financial Consulting Service: Introducing the proven superior BASIC accounting service that will give you a steady flow of new clients: The MFCS practically sells itself!
IF there was a way to ensure that clients understand and use the information they receive from YOUR basic Accounting service... you would have a mile-long queue of business owners outside your door, all begging for you to accept them as new clients!
CLICK HERE to read how to start delivering a basic Accounting service that 85% of business owners consider so valuable that they would immediately start considering a change of Accountants if they thought it was available...
How to ware your Marketing Hat with a creative, results-producing viewpoint?
As the owner of an Accounting firm, you have many separate tasks and hats. In this article, we examine how easily one can think about marketing "wearing the wrong hat"... and how to avoid the inevitable cost...
Why not offer what businesses want MOST?
51% of small businesses turn to their Accountant for advice...but are we WASTING this natural demand by NOT advising SMEs on the most make-sense and NEEDED areas of enterprising... just because they don't know how to ASK FOR IT?
Packaging Accounting services into highly desirable products
What on earth is PACKAGING? Well, it's the first and most important part of marketing... something without which you will have enormous hardships in getting your services sold effectively because you're not utilizing the PULL that's there. If you read nothing else from our web site, PLEASE read this...
Instead of paying thousands, how about GETTING PAID for marketing your Accounting services?
In your wildest dreams, have you ever imagined that marketing your services could DIRECTLY BRING INCOME instead of costing an arm and leg?
No, you didn't misunderstand and there's no mistake here... and it's not a wild scheme but something a growing number of firms are employing today...
Looking for inexpensive marketing ideas for a small or startup Accounting practice?
A small Accounting firm has some very speficic requisites for any marketing system. Otherwise, you're playing with the very survival of your practice.
There are certain simple basics on how to EVALUATE Accountancy marketing systems on whether these really have what it takes for you to get new clients.
Making use of normal people in selling Accounting services... or are you planning to do it yourself forever?
Read this article to find why it's seemingly impossible to get someone to sell your services successfully. Once you KNOW, you can actually DO IT...
EXPANSION-MINDED OR NOT? Why not take this tongue-in-cheek test to measure your readiness for expansion...
Expansion doesn't just happen like a lightning out of blue skies. It requires favourable circumstances... Here's a test for you if you have what it takes to BITE bite into this hot chilli pepper...????
Ready-to-use tools for finding prospective Accounting clients and to present & sell your services successfully:
What's all the fuss about ready-to-use tools for marketing & selling Accounting services? What's the difference if these are NOT software solutions then WHAT are they?
The biggest trap stopping you from obtaining Accounting clients at will...
There's an insidious, invisible TRAP into which we've all fallen. If allowed to remain unnoticed, this trap mechanism will effectively keep any Accounting professional from ever gaining the ability to obtain clients at will.
Knowing the anatomy of this insidious trap (and knowing how to get out of it) is probably the most vital piece of knowledge for unleashing your true potential in acquiring new clients at will.
Why you can't find anywhere NEAR as many prospectice clients as you want:
If only you could FIND MORE PROSPECTIVE CLIENTS...
Why does it appear impossible? Why do you get SO FEW referrals and prospects? What's causing this?
Well, chances are you've totally overlooked the biggest source of prospective clients in your area!
Pricing Accounting services at value... but what's the value to clients?
Pricing your service by hourly rates will always result in lots of upsets and unnecessary explanations.
Why not adopt the principle of charging for availability of advice and at the value your expertise really represents to clients?
How can you CREATE that value in the minds of your current and future clients? Its not all that hard if you know how to do it...
Do you KNOW what what business owners think about, value in, and want from Accounting... or just THINK you do?
Are you LOSING THOUSANDS by assuming business owners think the same way you do about Accounting services? Could it be that their viewpoint is very much different?
One thing is for certain: If you align your marketing message to meet EXACTLY what business owners want from Accounting services, you will start gettin a lot of new clients. Read why most Accounting firms are SO CERTAIN THEY KNOW while they still can't get new clients...
Accounting service marketing: Getting your message across
Why is it so difficult to get ANY response to marketing letters, ads and sales promotions? What can you do to change it?
Why "hiring a marketing expert" won't cut mustard if you want new clients...
One of the most common misconceptions among mid-sized Accounting firms is to think that all they need for marketing is to hire a marketing expert.
But that's really like solving a transportation problem by hiring a chauffeur and forgetting that he needs a VEHICLE to drive before any results can be hoped to be obtained...
So you're looking for a faster, easier solution to finding new Accounting clients?
Many Accounting professionals in public practice don't really want to get involved in marketing and sales that much. Instead, they're looking for a fast and easy solution to finding new clients.
But BUYER BEWARE... does such a system EXIST at all? Well, many CLAIM that it does but if it sounds too good to be true...
-Vital necessity of troubleshooting-- When choosing a marketing system for your Accounting firm...
Learn the insider secret on how you can instantly spot a functional marketing system and reject untried and unproven systems. The secret lies in whether or not the system has TROUBLESHOOTING TOOLS...
Risk Management: Controlling the risks in marketing Accounting services
So you HATE cold calling and don't AT ALL believe in telemarketing?
Then JOIN THE CLUB... you're definitely not alone!
But is telemarketing really a waste of time and money... or is it simply that you need a completely DIFFERENT approach (and system) to get lots pf prospective clients for Accounting services by way of telemarketing?
Prospective Accounting clients through direct mailing?
Many Accounting professionals in public practice have tried their hand in creating sales letters. And most of us have had to give up for it's very expensive to find out that the letter doesn't bring results...
To get results, you need to use exactly the right words and concepts in your letter. And while it's not much of a secret, it makes a huge difference in response...
7 factors governing the success of Accountancy prospecting
You're 98% success... but to get a new client you need a hundred!
- FIGHTING BACK: How certain are you that it is impossible to get new clients for your Accounting firm in today's economic situation?
Midst all the bad news, it's easy to forget that an economic slowdown contains both risks and opportunities, just like any other. Doing nothing is the only certain way to ensure that the situation can do maximum damage.
In fact, during recession you can make a HUGE LEAP FORWARD in terms of increasing your clientele and income... simply because most of your competitors do absolutely nothing. All you really need is to have a marketing strategy that aligns with the economic situation.
How to SELL without having to use superlatives about yourself?
If only it was easier to sell...
Selling your own ability - yourself, in essence - is often not too pleasant. Using superlatives can be very embarrassing... and one can also argue that such salesman antcis don't go well with the image of an Accounting professional.
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.
New Generation Accounting Service PRESENTATION techniques
The traditional Accounting service presentation has outlived its usefulness. It still works with referrals and some prospects, but if you are serious about getting a lot MORE clients, you'll want this amazing new technique...
Advertising & Marketing of Accounting services - a complete 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?
Are you practical or not when it comes to selecting a marketing system for your Accounting firm?
How can you find out beforehand whether or not a marketing system is practical and easy to use? Is it possible to estimate how fast and easy it is to start using the system and actually OBTAIN the expected results... new clients?
Comparing Accountancy marketing systems: The ease of getting started and the degree of support
In selecting a practice management system for your Accounting firm, it is essential to ensure those offering the system have actually used it themselves...
THE DIFFERENCE between traditional and modern marketing techiniques for Accounting firms
Traditional Accountancy marketing has a lot of good and perfectly applicable parts and practices. But some parts are ineffective by now. Learn how you can get results by using the MODERN marketing tehniques...
You don't want to increase the NUMBER of Accounting clients but REPLACE a few with BETTER paying & more cooperative ones?
Sometimes the idea of increasing the number of clients isn't appealing for obvious reasons. Not everyone wants to expand through a vast clientele and take on the hassles of employing many people. A sole practitioner who's been in practice for a while usually has TOO many clients already... and too much hassle. The old 80/20 rule (20% of clients cause 80% of the hassle but not of the income) can be beaten but it takes a bit of cunning.
How to sell advanced added-value Accounting services
Many Accounting Professionals have superb additional services to offer to their clients. But why are those added-value Accounting services, special consulting, valuation and other such excellent services so difficult to sell?
There's a very simple and logical reason for it - and once you know what the barrier is, you can effectively open the door to increase the sale of these additional services.
How to sell Accounting services: Getting your hourly rates accepted by prospective clients
Majority of business owners seek for low-cost Accounting services. Justifying reasonable hourly rates is a constant pain and source of disagreements.
There is a simple way to help your prospects and clients accept your fees...
Do you want to get a lot more REFERRALS for accounting services?
Referrals are the cream of all potential clients for an Accounting firm. They're easy to deal with and you can close almost all of them onto your services.
But why are they so hard to find? And how do you INCREASE the flow of referrals?
from contact to sign-on to follow?
to really GET results?
with TOOLS that require no training to use?
& sales activity of practical nature?
and troubleshoot problems?
independence to obtain new Accounting clients wherever you want?
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