Learn how the traditional marketing strategy of Accounting services will make you FAIL almost always simply by having the wrong approach! If you don't have the correct approach, your Accounting firm will just waste most of its efforts...

Importance of correct approach in prospecting

1. Correct approach in prospecting for your Accounting firm

Evaluating Accountancy Prospecting Systems

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1. Correct approach - the secret of Modern Accountancy Marketing!

The general approach of a prospecting activity has to be planned precisely right. It's no use simply offering Accounting services the traditional way. To fully appreciate the value of this, you need to read through all the materials on this site, really - it's not a small subject because it embraces the whole concept of Modern Marketing technology.

In a nutshell, the traditional way of thinking in a directly sales-oriented way doesn't work in prospecting.

Offering ANYTHING for sale will instantly turn off 99.9 percent of the target group.

It isn't WHAT you offer that matters in at first contact - it is that you OFFER anything that gives away the concept of "this contact is done only so we could get some money out of you."

In other words, you cannot plan your approach on a direct attempt of SELLING something. I know this sounds a bit confusing, but let me explain.

Of course the goal of any marketing activity is to obtain new clients. But prospecting is the first phase of it - and in THAT phase, the goal is NOT to sell or obtain new clients.

Instead, the goal is to...

CONTACT members of the target audience, and to...

HANDLE their previous disappointments and upsets about Accounting and finance, and to...

FIND OUT what they WANT and NEED from Accounting, and to...

ENLIGHTEN them on the possibilities and benefits Accounting services can offer, and to...

GET THEM TO CHANGE THEIR MIND about "Accounting firms are identical," and to...

INTEREST THEM in continuing to hear how they could get more out of Accounting...

...thus effectively (and in the final analysis) getting a potential client - someone who is willing to continue with you, hear more, and to participate in another interview... and so on.

The basic thinking of TRADITIONAL marketing strategies that always aim at SALES has failed utterly for DECADES.

 

Why sell at first contact when there's no way to get anything sold at that time?

It is simply IMPOSSIBLE to sell your services at first contact. YOU don't want to take on a new client without ANY knowledge about him or his views, values, ability to pay... things like that. For a business owner, the decision to change Accountants is a MAJOR one - and there's NO WAY he would make it based upon one telephone call from a person he's never seen or heard of before.

So, if it is neither possible nor even desirable to sign on a client at first contact - the why would you bother trying? Why would you WASTE your chances to get a potential client by approaching him in a way that is utterly proven to turn him off more than just about ANYTHING you could imagine?

I tell you why: Because the "marketing experts" tell us to do so!

Now, it IS possible to get potential clients with sales-oriented prospecting. If it were totally hopeless and brought NO results whatsoever, then nobody would use it.

But the point is that it is MUCH HARDER to get a potential client the old sales approach.

MUCH harder.

The instant-rejection-ratio will be 98-99 percent. With "instant rejection" I mean that it is an automatic REACTION that occurs with the traditional marketing approach after which the decision-maker isn't really listening anymore.

In other words, BEFORE the business owner even understands WHAT it is you're offering he recognizes that you're TRYING TO SELL something... and he REACTS NEGATIVELY to that. So, most of them aren't even LISTENING with an objective viewpoint by the time you get to your great offer!

I'm talking about that good old FIRST IMPRESSION.

With traditional marketing strategy, it'll be a negative one always simply because the recipient recognizes "the smell of an attempt to sell" as the first impression.

It isn't YOU or what is offered that turns him off. It's the SALES connection of it!

Once you've read the articles on this site you'll know why that is. In a nutshell it is caused by DECADES of "group memory" of being subjected to aggressive sales closing using the means of traditional marketing strategy - the overpowering of the other person's own will and the "over-smarting" of his intelligence.

It is the ingredient of SALES that is so repugnant to business owners!

And it is that instant rejection caused by the traditional approach that makes is so repulsive for YOU to offer your services!

 

Prospecting the hard way won't get done

There's a TIME AND PLACE for selling the service. But, if you ever hope to get really serious about prospecting you need to employ a method that is NOT sales-related. You need the MODERN Accountancy marketing approach, not the traditional.

See - I can't blame you if you don't presently do any prospecting to speak of. Done the way traditional marketing strategy advises, it is one of the most unpleasant and unrewarding tasks imaginable. It's like a punishment, it is like getting ridiculed, scorned, and insulted on continuous basis.

Who would want that? And, more to the point - who could ENDURE it for any meaningful length of time?

You shouldn't. It's not good for business for you to receive such abuse. The whole future of your firm depends on YOUR spirit and vigour. Allowing cold contacts to insult you on daily basis is going to incur more losses than profits. Not a good idea, is it?

To work AT ALL, the prospecting system you use must be COMFORTABLE and PLEASANT to use. If it isn't, you're not going to use it in length. And if you don't use it, it won't bring any results, obviously.

To BE comfortable and pleasant to use, the system has to have an approach that clearly differentiates you from those sales-oriented contacts right from the first second.

When selecting a prospecting method, pay attention that the approach fulfills those two important points.

Does the approach engage the decision-maker into a dialogue immediately - or is he forced to just sit there, quietly listening to your monologue? This applies in personal contact as well as when using direct mailing letters in your prospecting.

Whatever the communication, it has to immediately engage HIM in a dialogue, get HIM talking and answering questions - or, as in the case of a letter, thinking and answering questions in his mind. It has to concentrate on HIM.

The approach has to be something that takes the CLIENTS' viewpoint, not yours, from the onset and does not SELL ANYTHING to start with.

These are not mere theories but principles of the Modern Accountancy Marketing technology, tested and proven in countless practices. Try them and you'll see an immediate increase in the results - and how much more comfortable it is to have the right approach!

CLICK HERE to get back to the main article on the seven-point prospecting system analysis.

 

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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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