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Packaging Accounting services into a highly desirable product

Package your service into an Accounting product that sells itself!In terms of marketing theory, Accounting services are basically just like any other merchandise.

Your service is a combination of work, expertise, knowledge and advisory capacity, all of which combines into a sellable commodity.

To sell a commodity one must have buyers. To have buyers, one must have a commodity that interests a sizeable group of potential buyers.

And to do that, your service must be packaged accordingly.

Packaging is basically the first of the two main parts of marketing. It's also the more important of the two, albeit only because the second part can't be performed without packaging.

The first part is "creating something that's of high value and interest for business owners to buy." You PACKAGE the service into something that will create interest and WANT.

The second part is to get it on the market, find a way to get business owners to know about it and to understand its benefits, etc.

However, most Accounting firms don't actually realise this and only concentrate on the SECOND part of marketing.

They're so intent on "taking the service onto the market" that they don't see that WHAT they're offering is just totally non-desirable and definitely doesn't create interest.

If you offer basically an identical service that business owners are currently receiving from their Accountants... why would it interest them, what in it would create a desire to go into all the trouble that changing Accountants necessitates?

Right.

Yet, by NOT spending time to package the service into a highly desirable commodity which would have natural PULL in that market, Accounting firms are just wasting the money they throw at marketing.

They're only really setting themselves up for a lifelong disappointment by attempting the impossible. To get results in marketing, one must first ensure that WHAT you're marketing is of high desirability and unique quality as seen by those to whom you are going to sell it.

 

Packaging of Accounting services — the two aspects of equal importance

The art of packaging can be divided into two subcategories or aspects.

l The FIRST aspect of packaging involves the basic Accounting service itself. Now, with this I really mean your BASIC service concept that is offered to every client. Currently it probably consists of monthly accounts and other compliance services.

Before you can package your basic service, you need to find out what your target group values and wants most. Finding out what they would want but aren't getting from their current Accounting is even more important as it gives you exactly the thing you need to spearhead your new service (and the marketing message presenting it).

Here, you also use your technical knowledge to adapt what THEY want into what they need (and what legislation stipulates, etc.).

l The SECOND aspect of packaging concerns the messages you're going to use in advertising, presenting, selling and delivering this unique service.

It involves creating the "wrapping for the product."

This includes NAMING the product and using very specific words, concepts, views and messages in DESCRIBING what the product is and what benefits if offers to that specific target group.

For this, you need to find out the fears, feelings, opinions, fixed ideas and preconceptions, realities, desires and goals in the subject of Accounting and finance AS SEEN BY BUSINESS OWNERS. These concepts need to be mapped out and MAJORITY VIEWS need to be found.

With "majority views" I mean fears, feelings, considerations and such that can be found to have a large following among your target audience... those owners of small-to-medium sized businesses in your local area.

Upon research, it will be found that large numbers of them hold very similar or even identical opinions about Accounting services.

This is especially true of negative generalisations — what's wrong with Accountants, what's bad about their services, etc.

In packaging Accounting services, you must WRAP the new service with these views. You must AGREE with them on what's wrong to DIFFERENTIATE yourself from "all those Accountants..." and you must offer them BENEFITS which come from "correcting those mistakes all Accountants make."

I'm using quotations hereto illustrate THEIR viewpoints and to differentiate them from yours and mine.

The purpose of this article is to show how you can get a lot more (and better-paying, more appreciative) clients. I neither moralise nor defend the Accounting industry on what it does and how it thinks as a big aggregate on average.

You don't have to be just a clog in a big machine. You don't have to conform with what others think about marketing.

And you can't, not if you want to package services so that business owners will see yours as unique and infinitely more valuable than "those identical basic services delivered by every Accountant."

 

Deliver what they want and describe its qualities with concepts to which they assign value (and which they USE and understand)... and then make sure that it all works

The packaging of Accounting services incorporates several aspects of marketing and also goes into the technical side of Accountancy.

You find out what business owners want from Accounting and kind of help or service is valuable to them. You try to find something that they AREN'T receiving from their current service provider.

You package basic compliance services together with those special "most-wanted" things, name the service and WRAP it with concepts THEY use in describing those wanted benefits of high value.

You then do a dry-run to see how this can all be put together technically so the service DELIVERS what it promises and also conforms with legal requirements of Accounting procedures.

You then PILOT it for a while with live clients to catch the bugs and iron out any stops and problems that surface once it's being tested in real-life circumstances.

Next, you create the system of bringing it to the market — making it known in your area and ensuring the benefits are understood by those who receive your message. Then test it, adjust and pilot it until it produces contacts.

Next, you create the way to PRESENT it in a standard way so that you can get the majority of potential clients to sign onto the service. Test, pilot, adjust... and so on.

And there you have it — a unique, one-of-a-kind service concept that's going to have enormous pull and bring all the benefits you could ever imagine!

 

"Wonder why Accounting professionals don't go for full packaging..."

If you began feeling slightly exasperated during the "what to do" list above, don't worry.

You're not alone. In fact, if you do some research into what other Accounting firms are offering, you'll notice that utterly few have ANY packaging whatsoever in what they offer. If you could call these firms to enquire about their services, you would find that they only offer to perform mundane TASKS such as "monthly accounts" and other compliance services.

You would also find out that they don't have any FORMAT for handling enquiries. They don't have any form of a prepared, in-depth interview to encourage YOU to form positive opinions on their expertise or on the unique qualities of their service.

If you would ask for their fee, they would tell you — and yet, it's the CARDINAL SIN of sales to give the cost before ensuring the prospect fully understand WHAT it's for... what HE gets in exchange, what benefits are on offer from the service, and so on.

So, nothing is packaged and every little part of the marketing, presentation and sales keeps changing over and over (as none of it is standardised and documented into a finalised tool). In other words, it's all very much like groping in the dark.

With some firms, you'll find "self-originated packaging."

With this I mean that they HAVE formed unique service concepts, named these and try their best to explain the benefits of each to their potential clients... but they've done so based solely on their OWN views on what they think business owners want and need.

While I applaud the effort, I'm afraid it's not going to bring many clients despite the hard work and countless thousands spent on marketing.

Since it's all based on their SUBJECTIVE views on the subject, such packaging has practically no chance of hitting the right buttons with BUSINESS OWNERS.

(Their packaging will greatly impress YOU since it's created by a colleague who shares many of the same views as you do. Both of you are in the SAME TARGET GROUP, see?)

Essentially, there are about 100 different issues involved in packaging. For you (in terms of getting YOUR service sold) these 100 steps form a safe path through the minefield of ignorance, disinterest and disappointments of business owners.

You just can't GUESS your way through a minefield of this size and extent, no way.

It would be a feat similar to guessing several telephone numbers correctly one after another. If you could do that then you would have been a billionaire for years... for any game of chance would be free pickings for such psychic powers!

To go about packaging the right way, a lot of time and work are needed.

You need to interview a sizeable group of business owners. You need to test and develop ideas for services and then survey the desirability of these with business owners again (explained in lay terms, of course).

Next, you need a sufficiently large TEST GROUP of clients to try the service with. One hundred will do, provided you get to work with each at least a year (preferably two).

You need to keep accurate statistics on how they react to it, how they like it, what types of problems emerge and how these are solved... a whole host of things. In between these things, you must implement changes to your service and also follow through these on your marketing (advertising, presentation, sales).

It's a lot of work and I've only given you a very modest part of the tasks required to finally come up with the package that is CERTAIN to...

- be extremely INVITING for new potential clients (have a strong PULL for the market)
- have the tools of presentation which guarantee that the majority of potential clients actually sign onto the service
- offer you a totally UNIQUE service concept based on what the majority of business owners fervently WANT but aren't getting from their current Accountant, thus creating a strong incentive for business owners to CHANGE over to you
- give you the freedom to price it at will since no competitor can offer this same service and, as no-one else has it, clients don't have a COMPARISON for your pricing
- deliver value for money beyond the expectations of those signing onto the service
- greatly lengthen the time that the average client stays with your services so that each client actually brings you more income because they stay longer, further increasing the viability of your firm
- increase your profit margin simply because of the law of supply and demand — yo can name your price as no-one else has this service and because clients are so satisfied with it...

...and this is not a full list here at all. A correctly packaged service concept is a major factor which directly governs the success of an Accounting firm.

The importance of having a superior service to offer simply cannot be overstated. With it, marketing is full of opportunities and even mediocre attempts can bring results in form of new clients. And without it, no amount of money will bring results...

Unfortunately, because the task of creating a packaged service is so HUGE, few Accounting firms could ever really hope to have the needed RESOURCES to do it properly.

That's the bad news.

And here's the good news:

Luckily, you don't HAVE to do it on your own. Such a packaged basic service already exists.

We call it Monthly Financial Consulting Service.

It is the world's ONLY basic added-value service that's fully packaged according to the wishes and needs of business owners.

It's also the only packaged service whose functionality has been piloted with more than 50 Accounting firms and thousands of clients for a period of three years BEFORE it was published in form of a course.

Therefore, it works. And, when you employ this system in YOUR practice, the results are s something to behold....

A packaged service is the only way to provide business owners with a sufficiently substantial reason to CHANGE Accountants.

Without such a starter service, you're hard put to get results in marketing since they'll see your service as "exactly identical to the one they're already receiving from their current Accountant..." and that's just not inviting.

See. That's how THEY think... and if you want clients, you have to go by what they believe right now.

If you want business owners to start considering a change of Accountants — and they think it's a huge undertaking, by the way — then you must give them a powerful REASON to do so!

And that's what Monthly Financial Consulting Service can do for you.

Click here to read more about the world's only packaged basic Accounting service — Monthly Financial Consulting Service!

 

Click here to read the presentation of Modern Accountancy Marketing Course that gives you this packaged Accounting service along with proven tools to market, present and sell it to an ever-increasing clientele in your area!

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

- 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...

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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!

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In your wildest dreams, have you ever imagined that marketing your services could DIRECTLY BRING INCOME instead of costing an arm and leg?

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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!

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!

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

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Why is it so difficult to get ANY response to marketing letters, ads and sales promotions? What can you do to change it?

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...

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.

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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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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...

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!

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

THE DIFFERENCE between traditional and modern marketing techiniques for Accounting firms

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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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