The seven Key Factors that govern the RESULTS in any prospecting system for an Accounting firm. Use these factors to evaluate Accountancy marketing systems and compare the likelihood of actually GETTING new clients for your practice...

Marketing methods & systems analysis - Accounting firms
Prospecting for accounting firm clients

The 7 indicators: Evaluate & compare Accounting firm prospecting systems

Evaluating available Accountancy Prospecting Systems

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Prospecting for Accounting firms

How to evaluate and choose a prospecting system to obtain a continuous flow of potential clients for your Accounting firm?

Do you ENJOY prospecting for Accounting clients...?WHY is it seemingly impossible to find new potential clients constantly and inexpensively for an Accounting firm?

Is it really impossible - or are there some hidden factors that render your best prospecting efforts ineffective without your knowledge?

Right you are - there ARE certain heretofore unknown factors that your prospecting system has to have if you want to get results at a rate that makes it meaningful to HAVE a prospecting system in the first place!

For if a prospecting system doesn't bring results, it isn't going to be used for any substantial length of time. Why use it if it doesn't produce anything, right? But if you DON'T do any prospecting - how will you get new potential clients?

Quite a paradox - and the way out of it is to ensure that the prospecting system you choose WILL have those secret factors and thus, produce results with relative comfort and profitable price.

In this article, we've documented the seven factors that regulate the results of an Accounting firm prospecting system.

These factors are of senior importance - more important than other factors - and it's well worth your time to check that any prospecting system you choose HAS these points included.

These points are also what traditional marketing of Accounting services almost always leaves out.

Each point is explained briefly on this page and has a link to another page where you get the full-length article on that specific subject. Each of those linked pages returns back to this page.

I truly recommend that you read each of these articles to have full information on how to evaluate prospecting systems for your Accounting firm.

Your choice will have a huge impact on your firm's future. That change can be visible (as in case of lots of new clients) or invisible (as if your greatest expenditure becomes the new clients you could have had but didn't).

All right. Next are the seven factors that comprise a successful prospecting system for an Accounting firm - on that is comfortable to use, inexpensive to maintain, profitable to run, and tremendously effective if compared to anything that the traditional marketing systems have to offer!


1. Correct approach to your target audience to maximize the results of the prospecting activity

It is of utmost importance to approach your target audience in a correct way.

Unknown to most Accounting Professionals, the traditional marketing technology contains a "trap mechanism" that, if you don't notice it, will ensure that you lose your chances of getting potential clients right during the first few SECONDS of your approach.

And this without even knowing what it is that you do to immediately cut your chances more than 80 percent!

Obviously, if you lose 80 percent of your chances within seconds, prospecting becomes exactly the uphill battle as we know it to be!

The secret is in the WAY you approach your target audience. Done the traditional way, it will immediately put off most recipients. And there's absolutely no reason why this has to happen...

CLICK HERE to read this full-length article to get the data on how you can evaluate a prospecting & marketing system and establish whether its approach will bring YOU success!


2. A planned and tested route from contact to sign-on you can follow with certainty of results

When choosing a prospecting system, be sure to check it TAKES you somewhere.

Does it give you precise steps to take those potential clients through to a successful ending?

Is there a well-planned ROUTE that ensures prospecting is going to produce potential clients - and these are going to end up as new sign-ons with an acceptable success ratio?

This is a vital part of the whole system. It is extremely important that you have a planned-out system of steps and actions which to take the prospects through so that you get RESULTS.

More often than not, prospecting is seen as an activity with no particular interface to anything.

You get potential clients - and then figure out what to do with each... usually going at it ad lib.

But to be successful, you need to have a very carefully planned route to take them on. This route needs to be planned "backwards" so that your first contact to business owners and the prospecting approach works for what you have planned out for them after the initial contact.

In other words, you figure out what you want to sell to them and how - and then work your way backwards to beginning of the chain. What do they need to know before they can buy?

How do I get them interested in our services? What would give me an opportunity to even EXPLAIN what we have to offer... which basically takes you to the phase of prospecting.

Potential clients are just a POTENTIAL. All too often, that's ALL they are - unless you have a planned and tested route to take them on. Once that exists, you will get LOTS of results.

CLICK HERE to read the full-length article to evaluate whether or not a prospecting & marketing system has a sufficiently planned route to actually get results!


3. Correct estimation of effort in what needs to be achieved and effected to really GET RESULTS

It takes an extensive, all-covering system to get new clients profitably and with prediction.

With the heavy system that we know as the traditional marketing strategy, such an comprehensive and far-reaching system would cost several hundred thousand pounds.

Obviously, it would be outside the financial possibilities of most Accounting firms.

For that reason, traditional marketing has developed into a system of offering small bits and pieces as quick fixes and miracle cures to marketing.

These are relatively inexpensive - but by the same token, totally insufficient in scope to handle the actual problem.

Do you really think it is a SMALL problem to get new clients profitably whenever you want?

Right - of course it isn't.

It isn't a small problem and it won't be solved by some nifty little trick or idea. It is quite SOLVABLE - but only if you correctly estimate what needs to be done to get constant results.

When choosing a prospecting system, make sure it isn't a "quick fix" that only SOUNDS workable and LOOKS clever. Remember, it has to work on your TARGET GROUP, get THEM interested in your services instead of SELLING ITSELF TO YOU.

Don't be fooled into confusing those two things - how impressive YOU find the system... and how inviting it is in the eyes of your TARGET AUDIENCE. These factors are not mutually exclusive - a good system can do BOTH - but make sure that it has ENOUGH of what it takes to get you a constant flow of potential clients profitably!

CLICK HERE to read this eye-opening full-length article on how to evaluate whether or not a prospecting & marketing system can GET results!


4. A systematised, phased-out system with TOOLS that can be used within days without specific training.

If the use of your prospecting system requires a high skill-level, a long training period and innate sales abilities, it is going to take a long time to get it started.

It will be expensive to start and run. And it will be utterly dependent on the one-in-a-thousand person that is so very gifted.

If you're training an airline pilot, it cannot be avoided.

But if you're searching for a prospecting system, pick one that AVOIDS such requirements and prerequisites to get it started.

Pick something that will be easy to use and can be started within hours practically without any cost of training.

Contrary to common thinking, you don't have to become a salesman to get new Accounting clients.

This point, although fourth on this list, is the number one for me personally. I NEVER take on a person for marketing without first creating and testing a set of easy-to-use tools for him or her.

It is just so much easier and faster to get the person producing!

I don't need to find one of those rare people that has the ability & experience to sell effectively - and that alone saves me lots of money and time. A good set of prospecting tools allows just about anyone to get results within hours!

Thus, you won't ever be totally dependent on one person for results as almost anyone can replace him or her within a day or two.

Additionally, since the tools lay out directly what the person is to say, I directly control the way my company is being presented to its target audience.

To have tools is cheaper, faster, more effective, much more profitable... and it is a key factor in evaluating the future success of any prospecting system for your Accounting firm.

CLICK HERE to read the full-length article on what kind of tools will help you to achieve results in prospecting and why it is so vitally important to have the correct kind of tools!


5. Creating & maintaining a constant marketing outflow and sales activity - the practical implementation and maintenance of the activity

The only value any prospecting system has is in the results it produces.

For any results to emerge, the system needs to be STARTED and KEPT UP. It has to be USED to produce anything.

Of course, that is no groundbreaking revelation as such.

And yet it is this aspect that we most commonly forget to evaluate when choosing a prospecting system.

When evaluating systems for prospecting, you should ask questions like these:

How well does this system actually lend itself for establishing a functional prospecting activity?

Is it merely interesting information - or does it also give the exact steps, instructions, tools and systems to actually START getting those potential clients?

Is it sold as a starter that requires me to purchase a lot more services just to get it started - or does it contain all that is needed to start prospecting and keep it going successfully?

Does it have means to uphold and maintain the system, does it give me a free reign to use it for however long - or will I be dependent on the purveyors of the system for support, licensing payments, add-ons and other such additional costs?

If you're buying an actual SERVICE that specifically obtains a specified number of potential clients of specific qualifications, you won't have to worry about any of these things. You pay for each prospect and if you don't get them, you don't pay. (Or so it should be, anyhow!)

Clearly, it is much more expensive to buy the service than to get the blueprint to finding potential clients on your own.

But then, you're purchasing information, not the doing of the task. In purchasing INFORMATION - as is the case with courses, seminars, manuals, etc. - you're not paying for RESULTS but for ACCESS to the information.

Obviously, that information doesn't perform the task of prospecting for you. But it SHOULD give you the means and tools to do it.

But that's where the tricky part is. Much of the information industry concentrates on giving you INTERESTING INFORMATION - and there's a significant deficiency on clear step-by-step, ready-to-use tools and methods to actually START the activity and keep it going.

See - most of the information industry products for Accounting Professionals concentrate on MOTIVATING you to start marketing... to give you NEW REALIZATIONS about your true potentials... but then give little or nothing in way of practical application - the "What to Do" of it.

It is up to you to evaluate whether or not the prospecting system will open a way to start the activity itself - for only then you will get results. Luckily, there are a few telltale signs that will give indication to the degree of applicability of the system.

CLICK HERE read the full-length article on how to check that your prospecting system will open a way to actually get the prospecting activity established in your firm successfully!


6. Monitoring results and correcting & improving functions

If you don't have any way of monitoring the results of your prospecting system, you won't really know when something goes wrong. Also, you won't know when someone has done extremely well - so you won't find cause of something that would greatly enhance your success.

Mistakes are easiest to fix when they're fresh and small. The longer it takes to find something's amiss, the more daunting the task of fixing it will be - and the more time, money, energy, wit, and whatnot it will take to correct it.

Of course, positive trends follow the same rule of thumb.

A positive trend found immediately allows you to strengthen it, make use of it, emphasize it and get MORE positive results every week or month.

SOME monitoring is essential. How you monitor it is your choice - but the system you invest in should at least give TIPS about this... and preferably a system for monitoring the function.

Of course, it is useless to monitor the phase-by-phase results of your prospecting & marketing function unless you have a way of handling the problems you find.

Having to invent each cure for each problem is simply reinventing the wheel. If the prospecting system is something that actually works, if it has really been used by someone, then there should be experience on what CAN go wrong... and how it was corrected successfully.

You wouldn't buy a new car without a manual, service guarantee and availability of service knowhow to fix any faults that may appear once you've paid for the car.

Similarly, you should ensure the prospecting system you choose has a troubleshooting element included - and some reasonably priced support & advisory service to debug your activity if need be.

These have to be part and parcel of the package. Otherwise, use of the system may well come to an end with the first problem you encounter.

Anyone who tells you there won't be ANY problems in establishing a prospecting & marketing activity - with all their different parts and tools - is daydreaming. Of course there'll be SOME problems with such a worthwhile goal as this.

After all, you're attempting to become fully independent and able to obtain new clients whenever you want. The rewards and positive consequences of such control are nothing short of miraculous!

As an Accounting Professional, this type of monitoring and analysing is right up your alley - but again, there's a danger of assuming the purveyors of the system have a similar aptitude.

If the system doesn't have monitoring features, if it includes no troubleshooting and support, then the chances are it hasn't really been USED at all by its creators. Logically, that would explain the lack of these vital elements of monitoring & correction.

There are a few things you can watch out for to achieve relatively high certainty either way...

CLICK HERE to read the full-length article on this vital element of evaluating prospecting systems for your Accounting firm.


7. A marketing system that puts YOU in control, giving you total independence

Many marketing experts are more expert in marketing their own product than marketing YOUR services. It's a cold fact of life as you will find out in this article.

Thus, the fact that they market THEIR service so brilliantly does not constitute proof of their system being equally resplendent in obtaining clients for your Accounting firm.

Make sure that the system you choose aims at giving you the freedom to obtain more clients without further obligations - and avoid those systems that ask for more money and commitment at every turn just to get what you expected to receive in the beginning.

Some systems offer total freedom to get new clients without any further obligations.

And some systems are more intended to entrap you, the client, than empowering your firm with full freedom to independently obtain new clients.

Luckily, there are some telltale signs that will give you an idea which one you're dealing with...

CLICK HERE to read the full-length article on how to tell the leaches apart from those that genuinely intend to help you in your success.


The vital necessity of evaluating for yourself what works for you

On this page with all its articles, we've tried to give you the seven major key points that should be evaluated in the prospecting & marketing system that you choose.

Comparing the various offers available to practising Accounting Professionals, one is faced with a daunting task of trying to make sense from all the different approaches.

Every programme claims to be the best, to yield most results and to have the best cost-efficiency. Obviously, everyone cannot be the best.

The traditional marketing strategy relies heavily upon the statements of authorities and experts. But these statements cannot in any way adjudicate whether or not the system fits your individual needs and wishes or the nature of your practice.

Price - whether high or low - is no trustworthy indicator of suitability or ensuing results. References cannot tell you whether YOU will get results with the system. Wide recognition isn't necessarily what system that give you a competitive edge would have.

Ultimately, you can only trust your own evaluation of the available marketing systems. Don't take anyone's claims for face value. I'm not saying people would be dishonest - I'm sure they genuinely believe that their system is the best.

But it is you who foots the bill and lives with the consequences, be they good or bad. So take the time to evaluate the various systems to ensure you'll get the kind of results you expected.

The fact that a salesman is dead certain doesn't mean that he is right - or that the system WOULD serve you. Most likely, the salesman hasn't personally used the system he so enthusiastically endorses.

Think for yourself, evaluate what's there based on what YOU need and want.

There's no other way. You can only dig into the systems with some kind of standards to evaluate it with.

The seven points on this page are not the only factors that one could use in such estimation - but I venture to say they're among the most important.

These are the vital points in the marketing system within Modern Accountancy Marketing & Sales Course.

CLICK HERE to read more about this unique hands-on marketing system for Accounting firms!

Best wishes
Harry Kafka
HDK Consultants Ltd
32 Manning Close
Richmond Square
East Grinstead
West Sussex RH19 2DR
United Kingdom
Tel. (01342) 328 116

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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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