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Thinking of jumping the gun by hiring a marketing expert before you have a system for him to run?

Expecting a marketing expert to produce miracles on his own?Sometimes the seemingly-obvious solution for marketing is to hire a marketing expert for developing a successful marketing campaign for your Accounting firm.

And so it is that mid-sized Accounting firms (with 1-3 million in annual turnover) can easily afford to pay 30-50 thousands a year for the privilege of having their own top expert.

Unfortunately, they're likelier to end up losing a lot of money with little or no results to show for it.

Now, I know that if you're all hot about the idea of solving the problem of "no marketing" in such a way, you're not pleased to hear this.

But let me explain.

Hiring a person to engage full time in marketing is a GREAT idea in itself.

But ONLY if you've PREPARED thoroughly for his arrival.

And only if you've acquired a system for him to use... for anything else is an invitation for disaster.

There are many points to consider before advertising for a marketing in-charge. Let's go through these points and hopefully you can save tens of thousands in needless costs... to say nothing of ensuring that your project will be a success instead of a disappointment.

 

In terms of employing people, marketing is very different activity than Accounting

The first important point is to see how marketing differs from accounting in respect to hiring personnel.

Accounting is an exact science which your new recruit will have studied. The generally accepted accounting procedure is applied to work in your firm just the same way as in any other firm. Thus, with any experience from another Accounting firm, your new Accountant will be able to perform the duties expected of him successfully (and immediately).

Marketing is an inexact science for which there is no valid formal training, despite many claims to the contrary.

There are no "generally accepted marketing procedures" to follow and the strategies of YOUR firm will HAVE TO BE unique and totally different from those of your competitors... IF you ever wish to get results.

There's little point in repeating what competitors do, is there? It won't get you clients.

Thus, marketing is something that's very much TAILORED for your firm... and there's no-one better to decide HOW it is done than you.

In Accounting, there are standard tools and rules — GAAP, accounting software, rulings — but in marketing, there aren't.

Well, there ARE... but to expect your expert to create a successful marketing system from nothing is very unrealistic. It takes YEARS of full-time development from a TEAM of experts working together with dozens of practices to create such a system.

 

Hiring a chauffeur with no car for him to drive?

Marketing of Accounting services is a lot more than inventing clever slogans. To get RESULTS, your marketing-in-charge must have a full SYSTEM to use if you ever hope to get new clients out of his activity.

It's just like if you wanted products delivered and hired a chauffeur for the job... and then forget to provide A CAR with which he could drive those products to wherever they need to be delivered.

And don't even entertain an idea that your employee will CREATE such a marketing system. Doing so involves fundamental decisions which can only be made by the top management of your firm... and if you let someone else make those decisions, you'll be very sorry... and probably sooner rather than later.

Let's take just one part of creating such a marketing system... the packaging of your services.

The reality of competition requires you to introduce a service concept that no-one else (in your immediate area) has to offer. Otherwise you're asking for the impossible and your marketing in-charge won't be able to GET any new clients.

See. Every desirable future client out there is currently using someone else's services and, to have ANY chance of tempting these businesses to CHANGE Accountants, you must package your services into something they're NOT receiving from their current Accountant.

In order to offer something that business owners WANT (but aren't getting from their current service provider) you must PACKAGE your services based on the exact wishes and needs of your target audience.

Now, all apart from the fact that this is a MAJOR task, it's also something only YOU — the owner or principal partner of the firm — could (or should) do.

Packaging is going to affect your firm to a very great degree. Such a service must align with correct procedures and its profit must be good... all of which are decisions you definitely DON'T want your employee making on his own.

NOTE: There's a very descriptive article about packaging Accounting services as a part of your marketing strategy — click here to read "How to package your accounting services into highly desirable and sellable products!"

Let me give you another example.

In marketing, success comes from doing the things that work.

In the chain leading a heretofore unknown business owner to sign onto your services, there are on average 10 major steps... which each contains on average 10 smaller steps.

Thus, an effective marketing & sales system contains around 100 separate smaller actions or steps, all of which need to be there and in correct sequence... and each performed with sufficient success in order to get a new client.

Do you really believe that it's worth your money to have someone experiment these 100 parts until they (possibly) get it right?

Also, these steps define and present your firm, its services, its policies and attitudes, forming an irreversible IMAGE of you in the mind of each business owner.

Thus, it's not only a question of whether your marketing expert gets any results in form of new clients. He WILL get results, all right... one way or another.

If he doesn't get POSITIVE (wanted) results — in form of interested potential clients thinking highly positively about your firm and signing onto your services with a high success ratio — then he will get NEGATIVE results.

See. He WILL create an irrevocable, unalterable IMAGE regardless of whether it's a POSITIVE one. And you can only be certain that the image he puts out there is indeed positive IF HE GETS CLIENTS.

Do you really want your marketing person making these decisions on the behalf of your firm... assuming that he COULD create a fully functional marketing & sales system from scratch?

It's a different order of magnitude to CREATE a system than to USE one successfully, see?

Trust me, it's hard enough to get someone to USE a successful system PER INSTRUCTIONS so that he goes through the initial phase where many mistakes will be made.

To have a good chance of succeeding, he MUST have a tested and proven system READY to use.

You don't want an untested and untried system, to say nothing of starting to create one from scratch.

For that's going to cost you SO much money and aggravation you won't BELIEVE it!

And you won't have any realistic chances of actually getting something in return because of the human factor...

 

Two ways of success and failure in hiring a marketing expert for your Accounting firm

There are two kinds of people in terms of employment: Those who want to produce the results you've set forth for them... and those who don't care one way or the other.

Speaking of the first category (which the majority belong to), we have a very specific time window during which he must succeed or else he will leave.

Whenever a person is hired to do a specified task, he starts on an invisible schedule that I like to call "motivation reserve to fruition" scale.

His (hopefully high) startup capital of MOTIVATION is all that he has to carry him through until he starts SUCCEEDING in his task.

For instance, if his task is to obtain new clients then he must get SOME results before his reserves of motivation, enthusiasm and confidence are used up totally.

If he does, then that's great — he will stay on and you've got a productive member of staff for years to come.

If he doesn't... he will lose his confidence and motivation... and you'll see how he starts failing even in those basic tasks (such as prospecting) that he used to do well in the beginning.

Success provides ENERGY for a person holding a job.

Failure saps a lot of energy.

The starting capital of energy must carry him through to success or else he will give up. Failure is what he can expect in the beginning... and it's your job to ensure that he has the best possible chances of succeeding FAST ENOUGH.

Otherwise, he will become apathetic and stop believing it is at all POSSIBLE to succeed in what you're asking him to do.

And if it gets that far, his chances of succeeding are diminished drastically and you're left with the two unpleasant options — you have to either sack him or hold onto a demoralised employee with little results forthcoming.

To maximise your chances of getting the marketing in-charge succeeding fast enough, you must ensure he has a tested and proven SYSTEM to use... and that the system is according to your own policies and preferences... and that you know exactly how to get him started fast.

Make no mistake — he has to succeed fast or he won't succeed at all.

NOTE: "Fast" here means two things. For the first, if you have a clearly defined system which he can see will lead him to success, his motivation lasts longer... so you have MORE time at your disposal.

For the second, different people have different tolerance for failure and the length of time it takes to succeed. For most people, it's only a few days. But with an existing system you can clearly lengthen it so you have several weeks to make it go right.

Once on track and with the first success under their belt, this type of employees will keep on going, producing more and more results and staying on for a considerable length of time.

Now, let's briefly discuss the second category of marketing experts. This is the one you want to steer clear of.

The second category of marketing people are experts on selling themselves... but, unfortunately, not so well equipped to get the kind of results YOU are after.

There are people who don't realise that they're hired to produce something that can be exchanged for money — which, for marketing, means NEW CLIENTS — but rather feel they're getting paid for good manners, bright new (untested, untried and usually inapplicable) ideas... and for generally behaving in a supportive and respectful manner toward their boss.

This type of person often finds many faults in any system that's there for producing results. He wants to "improve it" by changing it endlessly. It's the old idea of "form over function" — everything has to be absolutely perfect before anything can be done.

Unfortunately, nothing will get done that way because one can perfect actions only through practising it.

With this type of employee you can expect many interesting discussions and pleasant moments but little or no results in terms of new clients. But despite all of this, he is doomed to fail in what you originally hired him for.

 

Why not improve the odds by getting a tailor-made Accounting service marketing system first?

If you want to ensure the best possible results for your marketing in-charge, why not get a system that HAS been built on what clients want and then tested and piloted with more than 50 practices until it was proven to produce the expected results?

That's what you get with your Modern Accountancy Marketing & Sales Course — the proven successful actions written up on the only practical marketing & sales system for Accounting firms ever created.

It comes complete with a special added-value starter service for clients proven to tempt business owners to change Accountants (click here to read about Monthly Financial Consulting Service), it includes a full set of tested ready-to-use tools (click here to read about these ready-to-use tools) and it contains all that you'll ever need to get your employee to succeed — training materials, troubleshooting lists and tools for monitoring his progress.

Obviously, you can choose which tools to implement and add your own instructions to any part so it all aligns with your own policies.

It's a small price to pay for ensuring the best possible success ratio for your marketing expert.

Click here to read about Modern Accountancy Marketing & Sales Course.

Get the tools for your marketing expert so he can succeed!

Alternately, see the presentation of our intro telephone consultation which could well be used to clarify your objectives before you hire a sales gun.

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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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...

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

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?

CLICK HERE to see how you can give clients what they want most....

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...

CLICK HERE to read how you can package your Accounting service so it has tremendous pull for your main market — so the service will SELL all on its own!

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...

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

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.

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

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...

CLICK HERE to learn how you can help average people become highly effective sales persons for your Accounting firm!

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...????

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:

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?

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

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.

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:

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!

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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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...

CLICK HERE to see how Accountants have been able to achieve freedom from hourly rates while increasing profit by an avearge 22 percent....

 

Do you KNOW what what business owners think about, value in, and want from Accounting... or just THINK you do?

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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...

CLICK HERE to read this amazing and life-changing information on how you can start controlling the flow of new Accounting clients!

Accounting service marketing: Getting your message across

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CLICK HERE to read how you can get your Accounting service marketing message across and create lots of interest for your services!

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...

CLICK HERE to read what you need BEFORE hiring a marketing expert for your Accounting firm for RESULTS...

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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.

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CLICK HERE to read why looking for an easy way of finding Accounting clients can make you vulnerable for untold trouble!

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CLICK HERE to read why the inclusion of troubleshooting tools is so vitally important when choosing a marketing system for your Accounting firm!

Risk Management: Controlling the risks in marketing Accounting services

CLICK HERE to read this eye-opener about risks of marketing Accounting services and how to minimise them for yourself!

So you HATE cold calling and don't AT ALL believe in telemarketing?

Then JOIN THE CLUB... you're definitely not alone!

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CLICK HERE to read how altogether 10,000 preselected prospective Accounting clients were obtained by a simple telemarketing speech...

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...

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

7 factors governing the success of Accountancy prospecting

CLICK HERE to read a 7-point evaluation on factors influencing how many potential clients you find

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

CLICK HERE to find those missing 1-2 percent in order to harness your true marketing potential

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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.

CLICK HERE to read how to harness recession to get lots of new Accounting clients!

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.

CLICK HERE to read how you can unleash your true selling power while remaining in your Accountant's role!

New Generation Accounting Service PRESENTATION techniques

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CLICK HERE to read more on how to increase sales remarkably with a new Accounting service presentation technique!

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

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?

CLICK HERE to read how you can evaluate an accountancy marketing system for its practicality and usability before buying it!

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...

CLICK HERE to evaluate the practical experience behind any Accounting service marketing system.

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...

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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