Choosing a marketing system for your Accounting firm, compare the way the starting and maintaining of the system are presented. Ensure that those selling the system have actually USED it in real-life situations for long enough to KNOW...

Finding potential clients for your Accounting firm

5. How to start and maintain a successful marketing programme for Accounting firm

Evaluating Accountancy Prospecting Systems

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

Purchasing a marketing system you should be obtaining the blueprints of an ACTIVITY.

With this I mean that an information product on "How to start obtaining new potential clients for your Accounting firm" should concentrate on giving you a practical, tested, proven, successful, and easy-to-use way to start getting those prospects.

Obvious as it may seem, this isn't necessarily the case with the majority of prospecting and/or marketing information sold to Accounting Professionals today.

Let me clarify something here. When purchasing information, you don't get any guarantees on the results simply because it is up to YOU to produce those results.

You are the instrument of the activity, if you wish - and the acquiring of results depends on whether you USE the system and the tools... and that's something only you can decide to do.

But by the same token, the MEANS to produce results SHOULD be included in the prospecting system.

Purchasing information does not require that information to be used. Nobody can obligate you to USE the system that you buy. If and when you use it is wholly your decision.

It is quite normal to buy information solely for the purpose of learning more about marketing and prospecting. It is completely commonplace to buy information simply for reading it to obtain the data.

There's value in knowledge. Combining new information with your own experience will always give you bright new realisations and ideas. Ideas are the start of every successful business activity and project.

Thus, YOU aren't obligated to use the information you purchase and, reversely, the producer of the information has no right to suggest or demand that you do use it.

You pick the time for its usage. It may be now, it may be in six months, or in two years - or it may be never. You may use the whole system or select parts thereof. This is your absolute right.

But the organization selling the information is definitely obligated to ensure that IF (and when) you want to START a prospecting activity, THE EXACT WAY TO DO IT EXISTS within the materials you bought.

THEY have no right to omit that material.

And yet, more often than not, they do!

One would assume it would be obvious for every potential client to SEE if the steps of practical application - the how to DO it - would be missing from the information he purchases.

But it isn't and we ALL fall for it. Believe it or not, the VENDORS can fall for it too - they can totally MISS the fact that their "how to get potential clients" -information product HAS NO WAY TO GET those prospects!


Sleight of hand - and how it's done

Let me first clarify that I am definitely NOT accusing anyone of intentionally deceiving Accounting Professionals. Quite the contrary. I've had the privilege of rubbing elbows with quite a few of my colleagues in the marketing information industry and I've seen nothing but the purest of helpful intention towards Accounting Professionals.

But by the same token, I've seen many marketing & prospecting information products that fall short of the mark when it comes to actual application - the establishing of a successful activity to obtain a constant flow of potential clients for your Accounting firm.

And the way it can happen is through TOO WIDE SCOPE of information. With this I mean that the information product - be it seminar, course, or manual - tries to cover EVERYTHING at once.

Too much information on too many issues almost guarantees NO ACTION at the end of it. There's just too much of it there.

The way to hide a person is to put him in a large group of people. The way to lose specific information is to insert it into a HUGE body of unorganized data.

It follows then, that if you get LOTS of interesting information that gives birth all kinds of realisations and new ideas, you might NOT NOTICE that something is actually MISSING.

It's the same phenomenon that occurs when proofreading text (and do I know this one well!). Our mind works to CORRECT mistakes, so it often happens that we don't notice misspellings.

Our eye simply corrects the mistake automatically, relaying the actual and correct message to our mind instead of the wrong or incorrect one.

One reads to get information and to understand - not to find errors. Thus, we miss mistakes because we have an "automatic correction system" in our way of thinking. (If you've had to proofread, you'll know how difficult it can be to SEE all the typs and mistakes!)

Similarly, when one receives a huge amount of bright new ideas and a wealth of exciting information, one is prone to put attention on what IS there - and not keep an eye on what is NOT there.

It's very human to look at what IS - and not search for "what isn't but should be there."

Maybe you are an exception - but I confess that I belong to the majority that fall for this. I just assume that it is ALL there. After all, wasn't the presentation of it is SO interesting, spot-on and exciting... these people seem to know exactly what my problem is and how I think... of course their product includes all I need, right?


But, of course, that's not how it goes.

What you buy might not HAVE the instrumental parts of actually getting the prospecting activity started on your own.

It might not include the tools and steps to go through with each potential client to ensure a high success ratio in signing prospects onto your service.

And if it isn't there, your chances of actually establishing an ongoing prospecting ACTIVITY are very slim. In essence, you'll have to create it on your own.

Thus, the first thing that you would want to check for is whether or not the information you buy is ORGANIZED into sequential phases that more or less follow the structure of a marketing campaign from prospecting all the way to signing on the new client.

If it isn't categorized this way, chances are it won't contain the needed elements to actually implement the system.

The second thing to check for is "Does your system include specific, ready-to-use TOOLS for each part of the practical part?"

In other words, are there exact tools to use in each part of prospecting (and presentation & sales of your services)?

If you don't check for it, you won't necessarily awaken to the LACK of it until it's too late. It's not an intended conjuring trick on anyone's part - but since you're the one PAYING for it, it is wise to check that those essential parts ARE included in the system!


Has the prospecting system been actually USED and piloted?

The next item on the list isn't a pleasant one. But it needs to be said regardless.

There can be a very natural reason why a prospecting and/or marketing system would lack the "exactly HOW" of establishing the activity itself. This reason would also result in there being very few ready-to-use TOOLS for prospecting.

The creators of the information product might never have actually DONE it themselves.

If they have no experience in how to obtain potential clients for Accounting firms, then how could they have tested and proven tools to do it either?

Again, the nature of information industry is such that it is too easy to confuse INTERESTING INFORMATION with concrete EXPERIENCE of obtaining potential clients for Accounting firms.

Honestly, it can happen to anyone. In fact, it can easily happen to anyone producing such information to Accounting firms.

Information always includes the element of entertainment. Professional public speakers know that you have to create enjoyable seminars, keeping the atmosphere positive and interesting. That, in its turn, requires jokes and funny anecdotes... a floorshow of kinds, if you wish.

If it is interesting, entertaining and awakes new thoughts and ideas then the audience will LIKE it very much. It sells, it is advertised by word-of-mouth and becomes popular. Remember, information is sold "as is" - and it doesn't necessitate that you DO anything with it.

To make it in the information industry, all you really need is the ability to perform on the "stage" of your chosen media (be it writing or public speaking or whatever), some knowledge and experience about your chosen subject, some creativity, and a strong purpose to help others.

To sell information products on marketing Accounting services, you don't really need to have personally DONE what you are advising others on.

In other words, there's no licence or permit or exam that would require you have actually personally MARKETED Accounting services, got your hands dirty in obtaining a few hundred potential clients for Accounting firms and helped Accountants to sign a good number of them onto their services.

While you cannot just DECIDE that you ARE a Chartered Accountant - but you can certainly appoint yourself as an expert in marketing the services of Chartered Accountants!

If you DO have experience, if you HAVE done it first hand in great numbers - well, then you will also know exactly how to set it up, don't you?

Conversely, if someone hasn't actually ever done the work he teaches others to do, he wouldn't know - and his information product wouldn't include any tested and proven tools, either.

His manual or seminar wouldn't include a step-by-step check sheet on how to establish a successful prospecting function.

There's absolutely nothing wrong with seminars. They greatly increase the participants' general awareness on the subject.

All I'm saying is that IF you're looking for a way to GET a constant flow of potential clients, make sure that the system you buy into HAS it.

It has to have the means to START the prospecting activity, it has to have the tools to GET prospect - and it even has to have somewhere to TAKE those potential clients found so that you get a good number of them signed onto your services!

If you want to buy a system, you need to ensure it contains the exact plans and blueprint of how to find potential clients in a successful way. It has to have the TOOLS to use for that. It has to be tested, piloted and proven system that other Accounting Professionals have used successfully.

Here's a simple way of checking up on whether the producer of the information really has experience on obtaining prospects:

Ask him!

"How many potential clients have you personally obtained for an Accounting firm?"

"How many different Accounting firms have you personally obtained prospects for?"

If nothing else, it'll produce some interesting responses - or, in some cases, a long silence!

In all my years of offering information products to Accounting firms, with contacts to tens of thousands of firms, only ONE Accounting Professional has asked me this. I was happy I could tell him I've personally serviced about 50 Accounting firms and obtained thousands of potential clients to Accounting firms.

Due to the nature of information and its enlightening effects on us, you don't really do all that much with references. Whether or not another Accounting Professional is satisfied an information product will not tell you if it actually includes the means to establish and maintain a prospecting activity.

He might not have tried it. He might not have WANT to start prospecting - or he may not have evaluated it that way. As a competitor, he might not want to help you - and he certainly couldn't legally give you information about the contents of a copyrighted information product either.

In essence, you have to do your own evaluation on it.

Most marketing & sales -related information products that I have seen pertain to other things than actual practical knowhow on how to get potential clients.

There are many added-value services or "products" created and sold to Accounting Professionals at considerable price. But, usually, these packages contain NO tested and proven way to SELL these services.

There are many motivational seminars with basic traditional marketing strategies explained in length. Very few are actually tailored for Accounting firms exclusively. Even fewer have a tested and piloted system to directly to SELL Accounting services. Again, little or no tools to actually GET RESULTS.


To get results, you need a tested and proven system used continuously

Imagine your firm as a reservoir of clients and the income they bring. If you have 30 clients with an average annual billing of £4,000 then your reservoir contains a £120,000 value of annual billing.

To ensure it STAYS at that level, you must counteract for "evaporation" and other natural causes of economical life by ADDING to it a few clients every year. This way, you can be relatively certain your annual billing won't DROP. If everything goes well, it will increase instead.

But there's no way to keep it LEVEL without being dependent on outside effects. Clients are companies and they sometimes go out of business. Or, the decision-maker changes and he chooses his own Accounting firm to replace you. Or whatever.

The safest way of looking at it is to consider that your "reservoir" LEAKS a little continuously. In real life, those "leaks" - loss of clients or income - come in bigger lumps than a "continuous small leakage" but it is easier to prepare for such events by using the idea of steady seepage.

To counteract this drainage, you must FILL the reservoir just a little bit every month.

That, in essence, means getting new clients on constant basis. How many a month or quarter - that's totally up to you.

But to get ONE client, one must have several OPPORTUNITIES of getting a client. And potential clients ARE those opportunities. The only way to get a new client for CERTAIN is to first obtain several potential ones.

Obviously, the more reliable and results-producing your system for obtaining prospects is, the easier it will be to ensure you succeed in getting several potential clients every month (or quarter).

Just as plainly it is easy to see that the more proven and effective system you have for handling those potential clients, the easier it is to get new clients signed onto your services.

Once you HAVE a system to get new clients comfortably, effectively and at make-sense cost, obtaining new clients becomes very similar to saving money.

Forget big impacts, huge ad campaigns, massive and sudden effects.

Don't even think about trying to get 10 clients right now - not if your firm is small.

What you want is CONSTANT growth, a continuous small trickle of prospects that result in a new client every now and then.

The lack of practical way to effectively establish a prospecting activity and keep it producing those potential clients constantly IS the reason why we FEEL it is necessary to create some huge, immediate and super-size solution for our firm's marketing.

But that's just the effect of getting your appetite whetted and your interest stimulated to DO something about getting new clients - and not getting a practical way of actually DOING IT.

That's why we seek for HUGE packages and answers. That's why we expect MIRACLES to occur with every service or information product that we purchase.

But the real and true miracle of Accounting firm prospecting, marketing and sales is this:

A small, continuous flow of potential clients week to week, month to month, each handled with proven, comfortable and easy-to-use tools that result in new clients signed on continuously.

That's the miracle - no sudden changes, no heroics. Just a system that is comfortable and reliable, producing a trickle that just continues month after month, year after year.

It's actually BORING.

Sure, at first, you'll be thrilled at the success. But once you continue it and continue it... well, let's just say it WILL become a ROUTINE.

If you want entertainment and interesting theories, go for it. There's a lot to be said for widening one's horizons and getting a chance to look at your own firm from an exterior viewpoint. Most of my clients HAVE done one or several of these seminars. There's absolutely nothing wrong with that.

But when you want RESULTS, you have to ensure you get the blueprints of how to establish and maintain a continuous prospecting activity.

Running it won't be all that interesting after a while.

But the outcome will eventually create some considerable enthusiasm. Little by little, just like saving money - put £10 aside every day and it won't kill you... but after a year, you'll have your holiday money together without fail.

And that's how it works with prospecting and marketing of Accounting services - only the accumulation of income at the bottom line will be at a totally different order of magnitude.

Week after week, month after month - year after year.

After a few months, the results will absolutely amaze you!


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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