In this article, we compare the marketing and selling of accounting services to any practical task. After all, acquiring new clients is a set of consecutive actions which all have to be performed to get the end result. You need tools to do...

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When choosing a marketing & sales system for your Accounting firm: Emphasis on practical usability

Get the tools of the trade - don't settle for theory and motivational pep talks...When considering to start marketing your Accounting services, go for a practical system as opposed to an idea-awakening theoretical one.

Obtaining new clients is a practical activity, not theory.

Client acquisition is comparable to any physical task in that there's a goal you want to reach (a steady flow of new clients at a pace over which you can exert a reasonable amount of control) and certain things need to be done to achieve that goal.

And, just like in any more involved physical task, you need suitable TOOLS in order to do the job properly.

Let's do a comparison between the tasks of starting a permanent flow of new clients for your firm and the task of drilling a hole in your bathroom wall tile so you can install a shower.


1. Plan, blueprint

There are certain basic rules to every activity. These are formed out of experiences others before you have had in performing that task.

When drilling a hole on a tile, you need to know that wall tiles are hard but brittle. Therefore, you need to plan well so you start drilling in the right place... and you need to use gentle pressure, very low revolutions and a metal bit in your drill.

When setting up a system to obtain new clients, there's more planning to be done. That's because the task of "acquiring new clients" involves several separate tasks — it's not just one big job but a set of many smaller sequential actions.

To have a chance of obtaining new clients, one must first create a flow of POTENTIAL clients.

To start getting a constant stream of potential clients, one must devise a plan on how to INTEREST business owners to consider changing Accountants.

And to interest them you need a service that's BETTER — well, perceived as positively different by business owners — and a message that CONVEYS the understanding about this effectively with one sheet of paper or one short telemarketing interview (or web site articles or whatever vehicle you plan for sending the message to business owners).

The next step is to have a way of handling the prospects you now receive. For this, a well-planned system is required so that potential clients' interest is heightened and they get to make small positive decisions all along the way. (The big decision is, after all, but an aggregate of many small positive decisions, right?)

You want them interested, you want them wanting your service and you want to get them where they're really enthusiastic about the positive effects of your service to their business.

Next, you need a way to get closure, get a good number of these prospects to sign onto your services.

It's more involved than drilling a hole... but the principle of dividing the task into doable portions and having a strategy for each is just the same.


2. Tools

There's no way to drill a hole without the drill, is there?

In this example, it's obvious. Imagine going to your local DIY-store, purchasing what YOU think is a complete "how to drill holes -kit" and, at home, finding that the package contains things like...

- a motivational video giving you a pep talk on how you should drill holes and how you're really up to it if only you trust yourself...
- a book on physics & chemistry, explaining the scientific details of what happens when you drill a hole, both in terms of physical particle flow and chemical reactions...
- an audio cassette on the history of drilling and holes, complete with hundreds of statistics on issues like the average time it takes to drill a hole, the success ratio of hole-drilling and so on...
- a manual on interesting new theories and ideas of how holes possibly MIGHT be drilled or how the author THINKS they could be drilled a century from now, added with some hazy instructions on how you might build a drilling machine and bits...


Obviously, you would march right back to the store and give them a piece of your mind! You would demand to get the TOOL with which holes are drilled and you would tell them what you think about their ideas on giving a thousand pages of information you absolutely don't need for drilling a hole.

You would probably think them silly for offering such theoretical and useless nonsense in place of the tools needed to drill the hole.

You would simply refuse to accept such absurdity as a SOLUTION to drilling a hole.

So, why should you accept it in connection with the practical task of OBTAINING NEW CLIENTS?

Albeit more involved and complex a subject, client acquisition is nonetheless a PRACTICAL action. To get clients you must DO things that CAUSE the flow of new clients. Client acquisition is a performance of correct consecutive actions just like drilling the hole.

And, just like with any practical task, you don't do much with theoretical nonsense.

You need THE TOOLS of the trade to get new clients.

Tools, such as...

l research data on the wishes, needs, views, dislikes and problems of intended clients — business owners — so you know how they think and can adjust your own actions and messages to ALIGN with theirs
l a special BASIC service whose highlighted special aspects correspond EXACTLY with what the majority of business owners WANT from Accounting services (but what they aren't getting from their current Accountant)
l ready-made direct mailing letters with a message that creates interest and communicates the benefits of your services to business owners so you can get prospective clients
l ready to-use telemarketing system with which you can start almost anyone to begin obtaining you preselected prospective clients at a cost of only £20-30 per prospect, complete with the worlds most successful survey-approach speech that's been used to obtain more than 10,000 sales leads for Accounting firms
l ready-to-use interview form to handle the prospects you receive so their interest is further increased and they can see how YOUR tailored approach is by far better than what they currently receive from their Accountant
l presentation system to highlight the benefits of your service without EVER having to use superlatives and yet the CLIENT will form a highly favourable opinion about you all on his own
l ready-to-use quote form and closing tools that allow you to remain comfortably in the role of an Accounting professional and still get a high closing ratio without having to become a salesman

...and so on.

Trust me, you don't want to reinvent the wheel and start creating a system out of mere theories. Demand to get the TOOLS with which you can do what is required so as to get the result you want.

Anything short of that is just not going to work.


3. Experience

Why do people get professionals to do something for them? Of course, it's because most involved tasks require experience and skill to be performed successfully.

Now, drilling a hole in a tiled bathroom wall can go wrong. While it's not a complicated task, many prefer to get a professional to do it regardless. After all, if you've no experience in drilling tiles, chances are that you'll crack it.

Once you've drilled one hole to a wall tile you'll know how to do it.

Unfortunately, the tasks of marketing and selling Accounting services are much more extensive than drilling a hole.

And, unless you're a hard-nosed marketing & sales professional weathered in successfully obtaining hundreds of Accounting clients, you don't have the experience needed to establish a PERMANENT flow of new clients.

Here, the only valuable form of experience is the history of USAGE of an existing system.

With this I don't mean opinions of your colleagues but experience from running many practices' client-acquisition and the know-how gained from helping a wide range of Accounting professionals — each with their own characteristics and personalities — THROUGH TO SUCCESS in using the system and its tools until they GET new clients continuously at a rate of their choosing.

I'm talking about the recorded collective experiences gained by RUNNING the system for several years with a sizeable number of practices.

ANY brand new system will have lots of defects when it comes off the drawing board. There are going to be missing bits, wrong assumptions, faulty parts and what not... things that only extensive testing and piloting in real-life circumstances will bring to light.

There's just NO WAY anyone could invent a perfect marketing & sales system that would produce expected results WITHOUT testing, piloting and adjustments.

Since there are about 100 smaller steps on the way leading an unknown business owner to become a client of yours, no amount of expertise is sufficient to create it inch-perfect without EXTENSIVE piloting with dozens of practices for at least a couple of years.

See. It's just not possible. Just like you can't build a new car without extensive testing, you can't create a marketing & sales system on the drawing board alone.

Multi-step systems require each step to be performed in the right sequence. Leave out one step or misplace it in the sequence and you get no results.

And there's no way to KNOW which steps are needed... you just have to test and pilot through trial and error, locating each phase where practitioners fail, finding the solution for that step, testing it again to ensure that Accountants now get past it successfully... and then do the same with the next step... and so on.

There's no way to reach uniform success for users of a system without getting into the nitty-gritty of practical testing and piloting.

And then there's the application of the tools. Practitioners are people too and subject to the same problems as any individuals. The best-laid instructions can be confusing to the reader. Some concepts can be so near something else they know previously that misunderstandings can occur.

So the instructions and the written format of the system ALSO have to undergo development. It has to be clarified where confusing, explained where readers don't have some basics of marketing or sales, piloted so that the text itself conveys the concepts in an understandable, unpretentious and respectful way so the system will be pleasant to learn and use.

And then there's support. If the publisher of the system has experience in USING it (so that it's not just a theoretical piece, a set of great but untested ideas put together on the drawing board only) then he can and should also offer SUPPORT for those who buy the system.

In fact, if they've really USED the system and tested it by a piloting project with enough participants and over a sufficiently long period of time, then there's no way they would NOT offer support. Having a tested and proven system is by no means usual and it is such a pivotal selling point that they would NOT "forget to mention it..."

If the system has been piloted then its support would come in two principal ways.

These are...


If the system HAS been extensively used before the launch then there will be lots of information on every possible PROBLEM that was met in piloting and every SOLUTION that was found to resolve the problem uniformly.

Obviously, this information is critical to the success of every new user of the system and there's no way it would be left out.

Therefore, every tool in the system would not only have detailed instructions of use but also be accompanied by a troubleshooting tool listing every possible problem that Accounting professionals have come across in using (and misusing) that specific tool — and, obviously, the successful solution would also be described in detail.

A successful marketing & sales system is very easy and simple to use ONCE you've gone through it the first time without straying off the chartered course. You'll know that simply by the fact that you GOT A CLIENT.

But such a system can appear confusing and complicated UNTIL you reach that stage.

You'll start using it the first time and then, somewhere along the line (probably in the first tool) something happens and you don't get the expected result. Now the troubleshooting tool comes to play: You read through it until you hit a question that shows WHERE you went astray — which of those consecutive actions within that one tool was where the problem occurred.

Next, you read the remedy, correct that specific action and rehearse it a couple of times... and then go back to using the tool. If you cross the step where previously you erred, then you've successfully chartered your way through it, right?

Next, you might hit another point somewhere in the same tool or the next. Repeat the successful action of using the troubleshooting tool... and you've cleared the route again.

Now, it may sound like a lot of work, and so it is, possibly, for a few days.

But here's the thing: Once you've gone through the whole system this way, YOU HAVE IT.

You've "graduated" and can now use the system, obtaining the expected results with a very high success ratio.

You're there.

Now, you just USE the system, churning out more results, get clients whenever you want and as many as you need... and for as long as you like.

The second part of support requires that there's someone you can reach who has used the system and can help you if the troubleshooting tools do not solve your problem for whatever reason.

This way, the publisher takes factual responsibility over his system and its usability. He puts his knowledge on the line to guarantee solution to problems.

Compare that to the all-too-usual empty politeness of some large operators... you're told to read the manual or "visit our Frequently Asked Questions page"... all maddeningly politely done but without actually giving the SOLUTION to your problem...

I'm sure you know what I'm talking about. All those telephone services where you have to wait for hours and then are usually left with the problem...

Experience is vital and you'll do well to choose a system where it comes INCLUDED. It will not only save you LOTS OF TIME but also ensure that you CAN SUCCEED.

Another way of acquiring experience can be securing knowledge. As an example, why not see the presentation of our unique accountancy practice theme seminars to find another way of gaining experience where its acquisition may appear difficult or even impossible?


A practical, hands-on marketing & sales system for Accounting firms

Learning to acquire clients successfully is a practical skill just like any other, such as redecorating a room or installing a new kitchen.

It's much easier if you get the right materials, tools and someone experience guiding you through the task. It's a multi-step goal in that one needs to do several tasks one after another before you can reach the expected and desired end result.

If you want new clients, don't look for miracles but for a practical system that has these steps, tools and instructions so you can perform the actions required to achieve tangible results in form of new clients.

You don't want just a few new clients.

You want the skill, tools and experience required to GET clients continuously whenever you want and as many you want.

That, my friend, will be the most valuable asset of your firm apart from your own expertise!

And we can offer you this solution. It's called Modern Accountancy Marketing & Sales Course.

CLICK HERE to read a presentation of Modern Accountancy Marketing & Sales Course!

And if you feel your practice and circumstances are totally unique, then perhaps you need a totally unique solution... so click here to read about our special intro consultation to accounting firms.

Keep up the good work!

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

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-Accounting Firm Prospecting System Evaluation Points-

Does it have correct Approach in Prospecting for Accounting clients?

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

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

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

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

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

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

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