A vital element in evaluating marketing systems offered to Accounting firms is that it has a method of monitoring and analysing sub-results - and a troubleshooting part with adequate support. If they've USED it, they'll have it. If not...

Finding potential clients for your Accounting firm

6. Ensuring your prospecting system can be monitored and troubleshooted

Evaluating Accountancy Prospecting Systems

Marketing Accounting Services HOME PAGE

Subscribe to FREE marketing newsletter
Modern Accountancy Marketing & Sales
Course introduction
Quote Request Form on consulting & seminar services for accounting firms
Introductory consulting service One-day seminars & themes

6. Monitoring results and correcting & improving functions

Any prospecting system that doesn't have a method of MONITORING the results is not going to last long.

If results aren't inspected regularly (and frequently) you won't see when things take a turn for the worse. You'll only notice it MUCH later when there's no results.

And if you don't see there's a problem, you won't know to LOOK for one until it's usually too late.

It all comes down to this:

Anything that doesn't bring enough SUCCESS will inevitably be discontinued and abandoned sooner or later, one way or another.

The less success it brings, the sooner it will be aborted.

And it really doesn't make much difference how hard you fight it. Sure, it'll last LONGER that way but the end is just as unavoidable.

You DO need resolve and self-determinism. Keeping it going no matter WHAT is definitely a vital ingredient of success.

But that resilience pays off only if you have a way to CORRECT what isn't working properly.

You HAVE to have that in order to survive with the prospecting system - or any project, for that matter - so that there are better times ahead. Otherwise you'll be banging your head against a wall: It becomes a hopeless, losing battle.

You need light at the end of the tunnel. Nobody can plunge forever deeper into darkness. No one can withstand failure and increasing uncertainty and just keep on going.

Once you have a system for prospecting, success is essentially made out of a BALANCE of "stiff upper lip" and a way to FIND & HANDLE the problems that come your way.

It would be unrealistic to expect NO problems when implementing a whole new system for prospecting and signing on new clients. After all, you're going after something extremely valuable which can double your clientele in 12-24 months.

Something that worthwhile doesn't come in form of a wonder pill. It takes some persistence and some time.

But just as obviously, difficulties ALONE do not prove you will succeed - or that the system you use will even give you a chance of making it.

You need to consistently monitor the system in all its parts and results. And you need to have the combined experience of those thousands of times the system has been used so that you can solve ANY problem that one can run into using (and misusing) it.

Enthusiasm, while a laudable asset, won't alone make the grade.


How to check whether the systems for monitoring & correction exist

It's no good just counting "new clients," obviously. You start with NOTHING when implementing a new system - and it is at the beginning that you'll have most problems.

It's ALL new to you, all something you have to get familiar with - and that's when the likelihood of misapplication and forgetting bits and pieces is at its greatest.

So, if you only count "how many new clients I've obtained," there's a very real possibility you'll have absolutely nothing to add up - you'll never get it far enough to get the FIRST client!

Similarly, monitoring only the number of potential clients obtained isn't going to help you to GET those prospects. That statistic will only tell you there are "no prospects" - not WHY there aren't any. You'll be well aware that there aren't any prospects - you don't need statistics to tell you THAT, right?

Thus, your system needs to monitor the INTERMEDIATE results of the prospecting system in order to get some clue on WHERE the problem is and WHAT it is.

To be able to do that, the system has to be divided into segmented phases, each independent with its own tool and named objectives - in other words, you need to know what each particular phase or action is expected to PRODUCE as a result.

For instance, if you establish your own telemarketing activity, you need to have a successful blueprint for the whole function - not only an effective speech and angle to use in approaching the business owners.

You also need to know things like...

How many calls are needed to reach a certain number of decision-makers?

How many decision-makers have to be reached in order to get a certain number to participate in the interview your telemarketer wants to do with the business owners?

How many interviews you have to start to get a certain number all the way through it?

How many do you have to get through it to get a certain number of them interested in getting more information from your firm?

...and so on.

Of course, obtaining potential clients is NOT the end result of your marketing activity, so you would then take this same principle onwards.

Continuing, you'd want to know...

How many potential clients do you need to get a certain number of decision-makers all the way through your service presentation?

How many prospects do you need to get through your presentation to get a certain number to come to meet you at your office?

How many of those who agree to come actually show up?

How many of those who show up do you need in order to get a certain number of new clients?

There's much more to it - well, at least there's more to it in the Modern Accountancy Marketing & Sales Course - but this gives you the general idea.

To get five clients, you obviously need to have more than five prospects - and here, we're only counting the potential clients that you get all the way to a face-to-face meeting with you.

But how many is normal - and how many is too much, immediately telling you there's something that needs to be corrected someplace?

To get more than five potential clients each to arrive to a one-on-one meeting, you obviously have to get more than five prospects to be in contact with you. But how many?

To get into comfortable communication with that many prospects, you need even more "raw material" fed into your marketing & sales system - but how many?

And so it continues.

Each phase of your whole marketing system has its own task. The common denominator is that you want to create a certain effect and produce a certain result. Those results should then be named and monitored.


CERTAINTY is what ultimately governs the quantity and quality of results you obtain.

The more certain you are of what you need to do, what you need to produce, what you DO produce, what problems there COULD be, how to find and correct the problems... the more likely you are to GET results.

With certainty come prediction and control. And that is what is behind success - it's 95% knowing what to do - luck can affect it only 5 percent, really.

So, make sure the prospecting system you choose doesn't depend on LUCK for its success.

Instead, demand to get the knowhow on how to find and correct any and all problems that can pop up using the system.

If you have that, you won't NEED luck.

So LOOK for these separate phases and parts in the prospecting system that you contemplate.

Ask the providers of the system whether or not they have any means of monitoring each phase.

Do they have some type of a troubleshooting pack that would contain the accumulated experiences of other uses in solving problems?

Do they have reasonably priced support services to help you to get the prospecting activity debugged and working - even if it means personal troubleshooting work for them?

It is usually little known how MANY PARTS a successful prospecting system has. Prospecting is but one part of marketing - so a marketing system is MUCH more involved.

A full marketing system can have more than a HUNDRED different parts. Not all have to be monitored, mind you - but at least the 10 main statistics of it do have to be named and monitored.

Enthusiasm is a great thing - but it cannot replace monitoring and correction. It's just like with your clients: Their optimism won't change the figures and it shouldn't replace following the development of their fiscal year.

In marketing, you're always balancing two forces. No marketing means no expenses but you also lose the income additional new clients would bring. Marketing means expenses - but if the system doesn't allow for certainty and correction (monitoring & troubleshooting) you leave the obtaining of results up to CHANCE.

Only systems with tools for monitoring and troubleshooting can give you the FULL CONTROL of your marketing system.

Anything short of that relies FAR TOO MUCH on LUCK.

And with a hundred things that could go wrong, you'll need about the same amount of Lady Luck's favours as you would in winning the national lottery jackpot!

In essence, a marketing system provider that doesn't give you a system that can be controlled is using you for a guinea-pig. He is gambling and you're banking his experiment.

But why would we AGREE to such an arrangement so obviously adverse to our own interests?

Well, for one, the source of the information might be a widely acclaimed expert of marketing...


Authorities and experts versus practical experience

There are all kinds of authorities and experts in this world. Some are self-named. Others have been appointed and some just become famous.

An expert is an authority on his subject. An authority can be an expert on his subject - but expertise doesn't necessarily follow an appointment (nor does an appointment necessarily follow if you have expertise).

I have no ax to grind with authorities and experts. But I do want to point out that there are two very different spheres involved in this area.

One assumes that an authority or expert KNOWS how something is done.

Unfortunately, it is an ASSUMPTION. He may know. He may not know. Or it might be a mixture of the two extremities.

Some subjects necessitate authority and expertise AND involve highest level of practical skill. An Accountant, a surgeon, an attorney, or an engineer would have to have certain education, accepted knowledge criteria AND a high level of practical skills & expertise.

But a "marketing guru?" Sorry. When we leave the sphere of exact sciences and enter the wonderland of "opinion-based theories" it all changes. An expert doesn't necessarily have ANY practical knowledge in what he is an expert on!

One also assumes that some invention or system has to come from a widely recognized expert/authority in order for it to be worth investing in.

But that's not how it always goes in this world.

The vast majority of new, potent and powerful inventions come from UNKNOWN individuals.

Any successful marketing system would be based on a much more effective way of presenting the services and offering clients a better service - and, in essence, you're taking clients from your competitors, right?

And any such activity would be used by FEW firms to start with - and those would have a huge edge on the competition, don't you agree?

Consequently, the more firms that would adopt the system (= the more widely accepted it becomes) the more it will LOSE its effect and potency simply because there'll be MORE firms in each area using this while the number of clients available remains the same. There's just more Accounting firms going after those same clients.

So really, the two concepts of "effective marketing system" and "wide acceptance and usage" are mutually exclusive - they are opposites!

How can it be highly effective - which HAS to mean that it gives you a huge edge over the competition - if everyone already KNOWS IT?

I'll tell you how. There's NO WAY unless it costs an arm and a leg. But don't mistake that to mean that anything costing a lot would BE effective and give you that practical knowhow and edge!


Evaluate it for yourself - and take only your own word for it

I'm not saying that the renown experts of marketing don't know what they're talking about. I'm not saying their systems aren't good.

I'm merely pointing out the illogic in the way we EVALUATE the systems offered mainly by how "widely accepted" the source of it is!

I'm saying that a widely known, respectable and liked person or organization can put out a system that might NOT be tested, piloted and proven. Or, they might put out a set of great added-value services but give absolutely NO effective way of marketing & selling them.

All I'm saying is that IF it has been tested and piloted, if it has been used extensively it will have a way to monitor intermediate results of each phase - and it will most definitely have a troubleshooting support system of some kind.

Obviously, it would be priceless to get the combined knowledge and experience of all those that have used the system. What problems did they encounter? How did these manifest themselves? How did they locate WHAT exactly the problem was so they could only correct THAT part and not change everything? How did they finally manage to handle & correct the problem?

Little things perhaps - but absolutely vital to sustaining the prospecting & marketing system... utterly elementary in getting it even STARTED, let alone maintained.

If the providers of the system HAVE actually started it, used it, piloted it with dozens of practices, solved the inevitable problems that come up with any new system... then they will have also documented those experiences.

If so, they will have all those intermediate results named and a way of monitoring them - and they'll also have the knowledge of how to solve any and all problems YOU might face establishing your own marketing activity and maintaining it productive.

If not, then monitoring & correction will be absent in the presentation of their system.

Look not only for what IS there but also what is NOT there.

The only way you CAN evaluate a prospecting & marketing system before investing in it is through your own conclusions.

If you find that a prospecting / marketing system lacks any meaningful method of measuring the results of each subcategory of activities, if there is no troubleshooting data base (and, as a last resort, an inexpensive back up support service) then beware.

It's a dead-certain sign that you're going to need a more-than-average portion of sheer LUCK to get any results!

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

Practice Management Articles

Subscribe to Modern Accountancy Marketing Newsletter - free!

*First Name:
*Last Name:
*E-mail address:
General location:

Note: We ask for your telephone number as a verification of your status as a practising Accounting professional. We may at one time or another contact you for short survey but you're free to refuse to participate in it. If you do participate, we will give you a prize as a token of our appreciation and gratitude.

- 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...

How to ware your Marketing Hat with a creative, results-producing viewpoint?

As the owner of an Accounting firm, you have many separate tasks and hats. In this article, we examine how easily one can think about marketing "wearing the wrong hat"... and how to avoid the inevitable cost...

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!

Instead of paying thousands, how about GETTING PAID for marketing your Accounting services?

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

No, you didn't misunderstand and there's no mistake here... and it's not a wild scheme but something a growing number of firms are employing today...

CLICK HERE to read how Accounting publications can start bringing you a direct income AND new clients!

Looking for inexpensive marketing ideas for a small or startup Accounting practice?

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!

EXPANSION-MINDED OR NOT? Why not take this tongue-in-cheek test to measure your readiness for expansion...

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 rave 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:


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!

Pricing Accounting services at value... but what's the value to clients?

Pricing your service by hourly rates will always result in lots of upsets and unnecessary explanations.

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?

Are you LOSING THOUSANDS by assuming business owners think the same way you do about Accounting services? Could it be that their viewpoint is very much different?

One thing is for certain: If you align your marketing message to meet EXACTLY what business owners want from Accounting services, you will start gettin a lot of new clients. Read why most Accounting firms are SO CERTAIN THEY KNOW while they still can't get new clients...

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

Accounting service marketing: Getting your message across

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.

But BUYER BEWARE... does such a system EXIST at all? Well, many CLAIM that it does but if it sounds too good to be true...

CLICK HERE to read why looking for an easy way of finding Accounting clients can make you vulnerable for untold trouble!

-Vital necessity of troubleshooting-- When choosing a marketing system for your Accounting firm...

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!

But is telemarketing really a waste of time and money... or is it simply that you need a completely DIFFERENT approach (and system) to get lots pf prospective clients for Accounting services by way of telemarketing?

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...

To get results, you need to use exactly the right words and concepts in your letter. And while it's not much of a secret, it makes a huge difference in response...

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

- FIGHTING BACK: How certain are you that it is impossible to get new clients for your Accounting firm in today's economic situation?

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

The traditional Accounting service presentation has outlived its usefulness. It still works with referrals and some prospects, but if you are serious about getting a lot MORE clients, you'll want this amazing new technique...

CLICK HERE to read more on how to increase sales remarkably with a new Accounting service presentation technique!

Advertising & Marketing of Accounting services - a complete waste of effort and money?

Well, admittedly it often is. Why is it so difficult to get RESULTS from advertising or marketing campaigns? What's the catch?

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!

Comparing Accountancy marketing systems: The ease of getting started and the degree of support

In selecting a practice management system for your Accounting firm, it is essential to ensure those offering the system have actually used it themselves...

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

THE DIFFERENCE between traditional and modern marketing techiniques for Accounting firms

Traditional Accountancy marketing has a lot of good and perfectly applicable parts and practices. But some parts are ineffective by now. Learn how you can get results by using the MODERN marketing tehniques...

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!

Getting advanced added-value Accounting services sold

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?

Copyright & Legal Disclaimer | Privacy Statement | About HDK Consultants