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What is the secret of success in marketing Accounting services"

WHAT is the secret of success of best-selling Accounting firms...???Well, to understand the elements of success, we must first investigate the anatomy of FAILURE in marketing Accounting Services.

In my years of serving Accounting firms in matters of marketing, I've seen it time and time again:

In the face of no effective means to obtain new clients, an Accounting Professional in public practice can easily lose faith in his or her ability to make plans become reality.

And, just as many times, I've seen how ALL BUT ONE aspect of continuous, self-determinately controlled expansion exist.

You've got it ALL, basically - for there is no better expert to do it than an Accounting Professional. You've got SO MUCH MORE SKILL AND ABILITY to plan and execute workable expansion strategy than any other type business.

There's only ONE thing that can hold you back.

And that's having a PRACTICAL, COST-EFFECTIVE system to INDEPENDENTLY obtain new clients whenever you want at a low cost and high success ratio.

It's not an absolute statement, of course. If your practice is established already, you MUST have had some way to get clients. And, even if you're only PLANNING to start your own firm, you will have some plan for marketing and sales.

I'm simply stressing the practical side of it.

Ability to influence the outcome of expansion is directly dependent on the system you have for obtaining new clients.

That system forms the "power factor" of practice management results.

It simply denotes the POTENTIAL expansion power of your Accounting firm. To have a powerful tool does not necessitate its continuous use, of course - it simply signals one CAN get the results, fast and effective, any time one so wishes.

There are a few main factors affecting the quantity of this "expansion power potential."

- Tax return Canberra -

 

1) A tested system proven able to GET results in form of new Accounting service clients

The first and most obvious prerequisite is to have a system that has been tested and proven to GET results.

All too often we confuse "interesting" with "operational."

Something that has the power to INTEREST us does not necessarily have the ability to PRODUCE CLIENTS.

Ideas are great to have, creativity is a high ability.

Ideas are at the START of that long, resource-exhausting path that may or may not lead to something that's PROVEN to produce results.

There are practically thousands of areas in which to create new ideas.

But IF you want RESULTS in form of a continuous flow of new clients, it is very prudent to give senior importance to PROVEN TRACK RECORD.

It takes YEARS to develop a system that produces results uniformly.

Trust me - it is the OPPOSITE of creative inspiration... it's 99 percent persistence and research... YEARS of it.

Once something HAS been found to work, where a successful path to finding new clients effectively has been established, it is very wise to use THAT instead of untested, unproven ideas.

 

2) A low-cost system that allows for continuous usage

To have the possibility to get new clients, one needs a system that is INEXPENSIVE to purchase and - above all - to USE.

To get results, you must take into account the "dwindling numbers" factor. To get ONE client, you need to have several sales OPPORTUNITIES - meet several business owners, preferably in your own office, create a quote, and so on.

To GET several meetings like this, you need to have something between the first contact and the meeting in order to persuade the business owners that there's a valid REASON to come to meet you.

To get to this stage, you need to have found quite a few more POTENTIAL clients.

It's like a chain of actions with a few days between each - and at each turn, you will LOSE prospects... the numbers are dwindling... and your target is still to get a SUFFICIENT number of business owners down to the last meeting to GET NEW CLIENTS.

For this to be effective, you need to set your objectives in a time frame. So-and-so many new clients a month - and then create your own sub-targets for each earlier phase that needs to happen before you CAN have a new client.

Then you just put it into numbers - and you have your production quotas for the marketing activity.

Obviously, the SYSTEM itself has to be very LOW-COST so that FINANCE doesn't become an issue.

It has to be SO inexpensive you can afford to run it continuously with the frequency and numbers it TAKES to get 1-4 new clients every month... or MORE, if that's what you want.

 

3) A PRACTICAL and EASY-TO-USE system

To produce results, the system would have to be concentrating on the practical application.

It is the DOING of things that lead to results, not thinking or discussing about them. It is 99 percent "doing things that produce results" and 1 percent thinking & talking about it.

Conspicuous as it may seem to stress this, it is nevertheless the easiest trap to fall for.

Who hasn't planned and planned an activity, only to never really start the part where one DOES it? Or, if we start it, we seldom CONTINUE it for any meaningful length of time.

Thinking and talking about marketing so easily replace DOING IT.

But, to get new clients - to create the circumstance where it is POSSIBLE to actively influence the obtaining of new clients - one needs to DO THINGS.

Lots of things - and correct things.

It has to be PRACTICAL "doingness" and it has to be something that's done more or less continuously - weekly or monthly - so that it can CHURN OUT those results.

A marketing system should be like a processing plant or a machine that manufactures something. To keep getting those completed valuable products, one needs to continue the practical process and do it over and over again.

You don't see a food processing plant being planned and built for years... and then used only for a short while.

The period of usage should be at least 100 times that of the planning and building.

But in marketing, we tend to mostly plan and build systems.

Yet marketing SHOULD follow the principle of a PROCUTION PLANT.

You have a SYSTEM (machine) that you need to USE continuously and repetitiously on long-term basis: You do what it takes to get 10 prospects, you handle each, you get as many as you can into a meeting, you get as many as you can to sign up - and you have (perhaps) TWO new clients - see?

And then - DO IT AGAIN.

And again.

And...

Once functionality and performance have been achieved, once there's a high success ratio in obtaining the expected results, REPETITION becomes the basic governing factor of production.

You need to keep it going, do it again and again.

Now we see, what a HUGE difference the EASE-OF-USE aspect of your chosen system really makes.

And how VITAL it is that everything in the system involves only PRACTICAL "getting-new-clients" actions and nothing else.

ANYTHING else, no matter HOW great it seems, will take away from the practical using of the system - and thus, diminish the results. It'll only tie up time, energy and resources from what PRODUCES NEW CLIENTS.

If the system is complicated, impractical or requires a lot of training - or demands prior experience of marketing and selling - it will lower the "DOING" part of it.

To get clients, one must do what is needed to be done to get them.

And there's really very little margin here. You don't need to add much to an effective marketing system to make it STALL, rendering it virtually useless.

It is VERY easy to lower the "active ingredient" of a marketing system - which IS the "performing the successful actions that produce new clients" of it - and thus, render the system simply TOO INEFFICIENT to really produce results AT ALL.

For what produces NOT ENOUGH SUCCESS will be discontinued.

You cannot and will not continue something that doesn't produce results - or, worse still, produces more failures than successes.

And this brings us to the next main factor influencing your "expansion power potential."

 

4) A system with a high success ratio

Success is the nectar we all want. It is the ultimate reward for having done something absolutely right.

Failure, of course, is the opposite of success - and the punishment of having done something wrong.

That's emotionally speaking - the way we usually think about these things. We LOVE to win - which IS success, ultimately - and we HATE to lose (which is the other name for failure).

But we seldom come to think of the ANATOMY of these two phenomena.

The apparent absoluteness is not factual. It is only the way we FEEL and REACT to success and failure.

SUCCESS is not an absolute as such but it always means you've done something SUFFICIENTLY right to achieve the intended result.

Failure only appears to be "total" when, in actuality, it simply means that NOT ENOUGH things were done SUFFICIENTLY correctly to reach the wanted goal.

Now, this may seem like quibbling - but there IS a point here.

EMOTIONAL responses make us think about success and failure in terms of black or white. In reality, both a simply a SCALE of ingredients that work towards either success OR failure.

Logically, the more you increase the LIKELIHOOD of "doing enough things sufficiently correct," the more you also magnify the ODDS of getting results.

More prospects will become clients, in other words.

Thus, the degree to which YOUR system has been successfully used by other Accounting Professionals to GET results directly governs the expansion potential of your Accounting firm.

Its direct success ratio as in "how many prospects out of so-and-so many attempts." and "how many clients signed on out of so many prospects" will be the key factor.

Not surprisingly, a system that's undergone this supreme test is astronomically more reliable and effective than anything anyone could create WITHOUT such testing and piloting.

A system with a LOW success ratio brings little success and much failure. This is a negative ratio and it will inevitably lead to QUITTING THE SYSTEM.

And, ultimately, this IS the problem with Accounting service marketing systems. Defending theories, arguing the virtue of unproven ideas... it all becomes a VERBAL and MENTAL excercise.

Quite frankly, anyone so inclined can debate himself nauseous for all I care. Words and opinions will never be the supreme test of a marketing system.

USING IT is the test. The longer it has been used, the more Accounting Professionals that have used it, the more SUCCESSES it has produced in the hands of ANY Accounting Professional...

That's the test.

If it works, it works. If it doesn't, it is irrelevant how many experts claim otherwise - well, for the Accounting Professional footing the bill, that is.

Anything that doesn't work cannot be used.

There's a limit to how much "punishment" (failure) a person can take. Even the bravest and strongest will succumb to continuous failure. It's human nature - that which we fail in TOO MUCH we simply QUIT, one way or another.

Now, marketing is a game in which there is not ONE but SEVERAL phases. You could say that it's not A game but a SERIES of games, if you wish.

Prospecting - finding potential clients - is one game, for instance. Presenting your services would be another... and so on.

It isn't possible to create a marketing system that would give you a way to succeed 100 percent.

If you count from "how many direct mailing letters I send out compared to how many clients I sign on" you cannot get a success ratio that's over (or even CLOSE to) 50%.

There's no guarantee that a prospect would become a client every time - just like there's no way Liverpool or Arsenal could win every game they play.

But just like the BEST teams have MORE of what it takes to win ENOUGH to be on top, a marketing system that has a HIGH SUCCESS RATIO will get you on the better side of things.

And if you divide the activity into PHASES and set MINIMUM success ratios for each phase, concentrate on the SUCCESSES (and not the failures)... it CAN be done.

Even then, it takes a clever system that concentrates on the practical actions of getting clients.

It has to be something TESTED and PROVEN in use by other Accounting Professionals - and it has to have a GREAT success ratio.

 

5) A system that INCORPORATES the elements of success and requires little or no knowledge of sales techniques

The relationship between an Accounting Professional and his client is one requiring a great deal of confidentiality and trust.

A potential client seeking to evaluate your services is, in great parts, actually estimating the nature of the possible future cooperation with you.

Silently, he wonders: Will it be pleasant, will it be comfortable? Should he place his trust in you or not? Will you MISUSE his confidence or REWARD him for it?

This type of thoughts crisscross the prospect's mind and he formulates his OWN answers to these questions from what he OBSERVES. Only he won't tell YOU what he concludes.

It isn't hard to see how adapting the role of a SALESMAN could easily give the WRONG SIGNALS to a business owner looking to change Accountants.

In general, we don't trust salesmen - we SUSPECT their motives and information that they give with such trust-evoking sincerity.

I'm generalising, of course - looking at it from the viewpoint of the prospect. (Also, I'm actually quoting a few surveys that we've done among business owners, so it's not hypothetical but factual.)

I know that you are aware of this problem. The traditional sales approach does not easily suit the specific requirements of Accounting service marketing.

And therefore, a whole different approach is required.

You need a marketing system that allows you to REMAIN in the role of a consulting financial expert and an Accounting Professional.

That way, the potential client's observations will PROVE to him conclusively that COOPERATION with you would be pleasant.

But, there's a paradox here, as you know. It isn't enough to prove it would be pleasant to cooperate with you.

You also need to give sufficient proof of it being MUCH MORE BENEFICIAL than it is with his current Accountant.

You need to give him a REASON to CHANGE Accountants!

And how are you going to accomplish THAT without TELLING HIM about the unique benefits of your services? If you DO tell him, you're immediately within the realm of SELLING - and heavily cutting down the branch you're sitting on!

If you TELL him, he will instantly SUSPECT your claims - and there goes your carefully built image of a trusted, pleasant consultant!

If you DON'T TELL him - how is he going to get a reason to CHANGE Accountants?

I tell you how - there's absolutely NO WAY to accomplish BOTH goals... not if you try to use the TRADITIONAL marketing methods!

And that's where the Modern Accountancy marketing technology comes in.

There's a way to get your prospect to SELF REALISE these things without EVER mentioning them out loud.

Once HE "invents" these facts, they become the TRUTH for him.

The bad news is that it is a VERY COMPLICATED method to CREATE.

I know.

I've done it.

The way to achieve this - getting your prospect to form these facts without TELLING him or CLAIMING them yourself - you need to ask about 50 questions... questions that he is free to answer any way he chooses.

Sounds simple enough, doesn't it?

Well, the ready tools ARE simple to USE.

Once you HAVE those 50 questions.

But to FIND OUT what they are, which sequence they should be in, which questions may be missing and which may be redundant... well, that's a gargantuan task.

In essence, you need to go through THOUSANDS of prospects, testing and piloting, proceeding through the PAINFULLY slow (and arduous) process of trial and error, building the list of questions one by one until you've GOT IT.

It's like groping blindly in the dark for YEARS.

And how do you KNOW that you've attained it?

Simple.

You'll know it when that set of questions - set into ready-to-use tools requiring only READING OUT LOUD the questions and points - uniformly produces a high success ratio in the hands of ANY Accounting Professional.

Once that point has been reached, you have a system that INCORPORATES the "effective ingredients" that are needed to convince MOST prospects that your services give much more benefits - and you achieve it by REMAINING in the role of a consulting Accounting Professional!

See, the point isn't whether or not YOU have the experience, knowledge and skills to sell.

The point is that IF you SELL, you cannot avoid simultaneously HURTING your chances of convincing the prospect.

To avoid that - and still effectively GIVE him a reason to CHANGE Accountants - you need a system with TOOLS that incorporate the techniques... and you simply FOLLOW the script while REMAINING in your most natural role of an Accounting Professional.

It is the most comfortable way to sell. It is also BY FAR the most effective one!

 

You've got 98-99 percent of what it takes

This is no pep talk. Pep talks have a good amount of charity in them and actually half-accept that the person CAN'T do what he should.

I KNOW you can.

I KNOW you have 99 percent of what it takes to fully control your own destiny independently and without ANY problems.

Now, I also know that failure is a mighty force. When one tries over again to obtain new clients, invests time and money again and again... only yet again to be left without the expected results... then these disappointments can become a MOUNTAIN to bear.

It's the old success-failure rule: If one fails too much in some subject, one eventually quits.

It becomes an awesome power that ORDERS us to concede the impossibility of it.

That's why most Accounting Professionals in public practice today don't BELIEVE it is possible to actively control the number of new clients obtained.

It has become "a fact of life."

In the absence of a WAY to succeed, the impossibility of it BECOMES A FACT.

A person will try something only so many times. If none of those attempts bring sufficient success, he will ADMIT that it is impossible.

That way, we can permit ourselves to not have to keep on trying it. It is impossible - so it would be folly to even try.

I'm not trying to be smart here - it IS how it goes. And there AREN'T too many Accounting service marketing systems out there that COULD give you a fair chance of success.

That's fine. But the unfortunate thing about it is that ONE STOPS LOOKING.

See - life develops constantly. New innovations are made every day.

Times change - and what used to be impossible gets SOLVED eventually.

But failure can close one's mind to this. One stops looking.

That's the final punishment of failure. One gives up hope altogether.

And that's the wrong lesson to learn.

 

Only you have the power

Only you can change things within your Accounting firm. Failure is basically misplaced trust - but it doesn't prove that one should NEVER AGAIN trust anyone or anything.

It only APPEARS to be that way. Absolutes are not attainable in this world.

It would be impossible that EVERYTHING and EVERYONE would be out to cheat you. But it can BECOME so in one's mind: "can't trust anyone or anything!"

Of course, it would also be just as silly to trust EVERYONE AND EVERYTHING automatically.

The right way is to evaluate for yourself - and KEEP LOOKING.

There's always someone / something somewhere that CAN be trusted, that DELIVERS what it promises and WORKS as it says it does.

But only YOU can make the distinction.

And here's the motivation for doing it:

You have 99 percent of what it takes to fully independently control your own income, expansion, profits and success.

Ultimately, it is your ability to trust someone to deliver that missing 1 percent that is the deciding element on whether or not that HUGE potential of yours becomes available to you.

Those are the cold facts of it.

Everything else is emotion or speculation.

Basically, failure can be CREATED unawares by simply following a bad system that doesn't give enough POSSIBILITY to succeed.

It follows that IF you have an EFFECTIVE system that does give enough possibilities to get sufficiently correct results at each phase, then it WILL CREATE SUCCESS instead.

The unfortunate thing is that, if you use bad systems, you can easily become convinced it is YOU who fails when, strictly speaking, it isn't.

It's just bad or insufficient advice that you've followed.

Thus, there are tremendous benefits to be gained from understanding the ANATOMY of failure and success.

On this web site, we give you tips on how to evaluate marketing systems. We can do so simply because we've developed one that has gone through ALL the real-life tests and come out the other end as a system that works uniformly.

Which system you choose is totally up to you. I won't claim ours is the best system ever created - but I can guarantee that it is a system that WORKS uniformly and is easy to use.

If you use it, you will obtain results.

If you want to see for yourself, CLICK HERE to get a briefing on the contents of Modern Accountancy Marketing & Sales Course!

See what you can do...

 

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 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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