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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."

- Tax return Parramatta -

 

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...

- change the service he is receiving to an identical one (possibly for a higher cost also)
- take the risk of additional cost and hardships in transition
- face the embarrassement of terminating contract with current Accountant whom they've befriended over the years
- gamble on that you'll turn out to be pleasant to work with at least to the degree to which they felt comfortable with their previous Accountant (and preferably more so)
- hope that you know what you're doing (for THEY've no way to know) so that your work is as good as or better than what their current Accountant puts out for them...

...and a HOST of other doubts and considerations.

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!

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


Practice Management Articles

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CLICK HERE to hold onto your Marketing Hat and make life a lot easier!

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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...

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CLICK HERE to read how Accounting publications can start bringing you a direct income AND new clients!

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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.

CLICK HERE to learn how to evaluate your needs for an Accounting service marketing system!

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CLICK HERE to test how ready your firm is for healthy expansion at this moment!

Ready-to-use tools for finding prospective Accounting clients and to present & sell your services successfully:

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CLICK HERE to learn the secret of ready-to-use marketing & sales tools used by the most successful Accounting firms today!

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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.

CLICK HERE to learn the biggest trap stopping accountancy client acquisition... and how to guarantee it won't stop you from obtaining accounting clients at will!

Why you can't find anywhere NEAR as many prospectice clients as you want:

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Well, chances are you've totally overlooked the biggest source of prospective clients in your area!

CLICK HERE to read an amazing article on different types of prospects and what you need to find and sign these onto your services successfully!

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CLICK HERE to read how you can use direct mailing letters to obtain a good number of interested leads!

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You're 98% success... but to get a new client you need a hundred!

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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.

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CLICK HERE to learn why advertising accounting services doesn't work... and how you can change that!

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CLICK HERE to read an article that will forever change the way you think about marketing Accounting services.

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.

CLICK HERE to read how to start changing the profile of your clientele so that you get more of those profitable and cooperative Accounting clients and can replace the bad ones!

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.

CLICK HERE to read the full article on solving the riddle of getting advanced Accounting services sold.

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...

CLICK HERE to read on pricing of Accounting services and achieving acceptance the 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?

CLICK HERE to learn the six factors governing the flow of referrals for Accounting services!

-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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