As an Accounting professional, you're well acquainted with risk management in connection with financial planning. But how do you avoid risks in MARKETING your services? Is risk-free marketing of accounting services at all possible...

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Risk management in marketing accounting services

Risk management in accountancy marketingAs an Accounting professional, you're accustomed to assessing the risk factor in various financial matters.

In financial management, a certain dose of conservatism is required to ensure continuous growth and viability for a business activity.

We try to avoid doing anything unorthodox or exceptional in order to minimise the risks. In financial matters, it's best to follow those established golden rules that ensure a continuous (if often minimal) growth.

But avoiding risks can go too far for one's own good.

 

Prove it to me!

Now, there's a special fixed idea that all of us buy a share of. For lack of a better name, I call "prove it to me!"

This is the concept of the business owner being unwilling to think for himself but demanding that someone else proves every datum to him instead.

Now, that's not possible. It isn't possible to prove that a business owner will USE the advice you give him. It isn't possible to prove he will BENEFIT from your advice... simply because that would require him to TAKE it and ADHERE to it.

One cannot prove everything in this world. It's easy enough to prove the existence of a physical piece of material, such as a table.

But try proving that it's a GOOD table or USEFUL one...

It's all down to opinions at that level and you simply cannot prove an opinion to someone who opposes that opinion.

I'm sure you've experienced prospective clients that have a bad case of "prove it to me!"

You can't.

The right thing to do is... don't go there.

Don't ever get into a situation where you're made to prove the genuineness of your intention to help or the level of your expertise.

It's a no-win situation. The fact that someone DEMANDS such proof already proves he doesn't BELIEVE YOU. So, is he going to believe you when you start trying to DISPROVE his (hostile) claim that you're LYING?

Of course he isn't. In fact, the more eagerly you try to explain how you are NOT trying to cheat him, the more it convinces him of exactly the opposite.

"If he's not guilty then why does he defend himself so...?"

See? You can't win with a "prove it to me" -case because they're not listening.

They're not interested in being proven WRONG in having those suspicions and — quite frankly, HOSTILE — "gut reactions" toward you, see?

In any case, these things are something that a person can either see for himself or then not.

You know what I'm talking about. Just look at the person offering his services to you.

Does he seem to know what he is talking about? Is he giving new, exciting information in his presentation? Does he seem to know the problems you're having, has he understanding of your realities?

If yes, then he is your best choice. If no, then not. It's no more complicated than that... just listen to what he says and see whether or not it makes SENSE to you.

But a "prove it to me" -case doesn't have what it takes to make these adjudications. He doesn't think for himself... which makes it practically useless to waste your breath trying to prove something that's there to be seen.

There's no point in trying to prove your good intentions or skill to someone who refuses to believe his own eyes and who already thinks that you're just a crook trying to cheat!

Here's a little speech I use when someone tries to wedge me into proving the obvious:

"George, I understand that you are reluctant to believe your own eyes and see the evidence that's in front of you. Isn't it obvious that I can make a profit from out cooperation ONLY if you continue long enough on this service... and isn't it so that you would continue on it only if it delivers what I've promised?

"Why would I claim that my system delivers these benefits if it didn't?

"George, I think you KNOW it does and possibly that's why you are so reluctant to ADMIT it even to yourself... for if it WAS true that these results could be achieved then isn't it so that you would never forgive yourself for NOT EVEN TRYING...?

"Seeing how I trust my system enough to allow you to start with MINIMAL cost and commitment, don't you think it's worth your while to TRY it at least... after all, we're talking lunch money here and yet the possibility of achieving remarkable improvements of life-changing quality?"

Now, it's admittedly an ice-water-dip kind of an approach, but that's about the only hope you have of waking him up so he starts LOOKING at what's in front of him.

"But," you may ask, "isn't it so that every business owner WANTS his business to succeed and only looks for proof that this system will do so...?"

Well, that would be logical, wouldn't it.

Unfortunately, life isn't all that logical and people run on EMOTIONAL issues much more than we care to admit.

And so it is that not every business owner works for the success of his company. In fact, quite a few entrepreneurs work hard to achieve just the opposite; they're on their way out, they're on their way to perdition, doing their best to jump into a bottomless pit and be done with it.

They may not be AWARE of it, though.

It is always hidden under strong fixed ideas of the kind explained here... fixed ideas that, if used in evaluating ANYTHING THAT COULD HELP THEM will always result in a negative decision.

Their swan song has lyrics along these lines:

"It's not possible..." "...he couldn't prove that it works..." and "I really tried my best but there was nothing I could do..."

And these justifications start well before the end of their business activity. Well before. These are easy to recognise because of the same logic of justifying how something CANNOT be done, always looking for the one thing that "proves that it wouldn't have worked anyhow..."

What you look for you will find in the end. The easiest way out is to disbelieve everything and force others to prove it... which isn't possible.

So you may want to try to wake him up. If you do, then do it with direct-enough talk so he can't just bury it under social niceties. That's the only way you could help him.

But to be honest, only about one in ten will have the greatness required to stop and realise the self-destructiveness of their thinking. It has evolved to that during many years of disappointments and failures. Those "hard-nosed businessmen" aren't really tough at all... they're merely hopeless, bitter and hurtful... but not good at what they do, no matter what appearances they put up.

Try by all means. But do it for yourself, do it because you want to ensure that you've done your best to help him.

But a lot of people cannot BE helped, really.

You can't help someone who's not willing to help himself.

And it's pointless to try getting anyone to ADMIT to such thinking. The further down on the road to perdition he is, the more vehemently he will deny having any such intention.

All right, that's the ATTITUDE or fixed idea behind "prove it to me" -thinking.

But in marketing, there's an additional mountain to climb when it comes to assessing (and tolerating) risks.

That's because marketing and sales work under very different set of rules from finances in terms of risks.

 

Risk-free marketing can only be achieved through accepting some risk

There IS a thing called "risk-free marketing."

But it's not something you could achieve DIRECTLY and without any risk. It's more of an END RESULT of having taken SOME well-chosen smaller risks.

Once you HAVE a system to obtain new clients at affordable cost (and with a fast repayment of investment), then that's free of risk, of course. If it works and produces new clients predictably, then there is no risk to speak of, naturally.

But no Accounting firm HAS such a functioning marketing system from the onset. It's something that has to be obtained and tried until it produces the expected results.

And you'll never get one unless you're willing to take some risks.

In marketing, you HAVE to take SOME risk to start with if you ever hope to get any results.

There's no way to find the level of certainty required in client acquisition without spending some time and money in TRYING.

After all, it's your firm and your future. Only YOU can be responsible for obtaining new clients for your firm. No-one can do it for you so that there's absolutely no risk for you.

It's just not possible. And it's useless to search for a solution that would have no risk and yet guarantee new clients.

You can TRY, of course... and you may well FIND some solution provider who, in his desperation to get a sale, PROMISES to take that responsibility.

But deep inside, you KNOW it's not going to work out, don't you?

Let me give you an example of my own marketing system for Accounting firms.

Now, despite the fact that this web site contains more than 50 in-depth articles about the subject of marketing Accounting services — which hopefully show that I know something about it — and despite that it's obvious that IF I can give so much new information for FREE then the course I'm selling MUST contain something exceptional... despite all these, I get an occasional enquiry asking me to PROVE that there's absolutely NO RISK whatsoever in buying this course.

Well, I try to explain that the only risk is the cost of Part 1 (that we sell at less than half price just to make the risk practically nonexistent) and that the ONLY WAY he can find out whether this course suits him is to GET Part 1 so he can see it for himself.

I further explain that since he has the FULL RIGHT TO TERMINATE his course subscription at any time (and as I sell the first part at less than half price) then it's easy to deduct that it would not be worth my while to DO SO unless the course itself was of high quality and usability for my clients.

I really only start earning any income if and when my client CONTINUES his course subscription beyond Part 1 and, since I'm still here, it's obvious that most do. And they do so ONLY because they think it's value for money.

But, of course, it all falls on deaf ears.

These people have long since stopped listening because they've fallen prey to this shutdown mechanism of "there can't be any risk in anything... and unless they can prove there isn't, then there is."

Well, with all due respect to these occasional enquiries, I have to say that I'm not INTERESTED in trying to eliminate every last bit of risk from this marketing system.

To do so would GUARANTEE FAILURE.

See. When you started your practice, did someone guarantee that you'll make it?

Did someone say "Here, I take all the risks for your firm and, if you make it work, you then get all the profits?"

Obviously not.

And, had someone DONE that, you would probably have FAILED!

Yes, you would not have made it because you would not have TRIED HARD ENOUGH.

Necessity is the mother of invention... and to make it in business, you have to get very inventive very fast or else, you won't BE in business much longer.

But take away the element of necessity and you'll see what happens. Very little, compared to having that necessity, right?

Can you see how I wouldn't be making you any favours if I tried to take away every little bit of risk from this system?

It would not only be counterproductive but also a lie. There's no way anyone CAN bear the responsibility for someone else's business.

But what I can promise you is this:

Order your Modern Accountancy Marketing & Sales Course today and you will learn how to get new clients comfortably and with affordable cost. This is the tested and proven way to get to the level where client acquisition is risk-free.

The initial risk you'll be taking here is comparable to the cost of a Sunday lunch. And don't tell me that's too high a risk for someone of your caliber!

CLICK HERE to read an introduction to Modern Accountancy Marketing & Sales Course!

 

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
CONTACT FORM


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CLICK HERE to learn how to evaluate your needs for an Accounting service marketing system!

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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!

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CLICK HERE to learn why advertising accounting services doesn't work... and how you can change that!

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CLICK HERE to read how you can evaluate an accountancy marketing system for its practicality and usability before buying it!

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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!

How to sell advanced added-value Accounting services

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?

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