Marketing tips for accountants (1 of 3)

I was doing some research on the web a while back  and came across some excellent material put out by a group called HDK Consultants in the UK. Here is what I found – its is definitely a worthwhile read!

“I was a CFO at a software company, moved back into public practice which I haven’t done since college. Been a year now and have 5 accounting clients. How do I attract business?”

Essentially, there are a few “hidden” barriers to acquiring new accounting clients.

First and foremost, the average accounting / CPA client simply does NOT understand the service he receives.

This is due to his lack of knowledge in accounting procedures and financial planning.

Additionally, the necessity to use accounting services – to keep books, to file annual reports, taxes, collect sales tax and whatnot – is enforced upon him by legislation, and not something he does voluntarily.

I’m not taking a stand for or against taxation or legislation here, merely pointing out that anything we are ORDERED to do under threat of punishment does NOT bring about POSITIVE feelings.

Thus, we have TWO main factors here, both of which make the average business owner negative about all that has to do with accounting.

He doesn’t understand the information he receives from his accountant and he doesn’t like having to pay for it.

Subsequently, he feels negative about his accountant TOO although it’s illogical.

YOU are there to HELP him handle these demands set by the government, YOU didn’t legistlate those laws, right?

Right you are… but here enter the frailties of human thinking where it is based on negative emotions.

“I don’t know and I don’t care” becomes the “defence” against any sensible advise from the accountant.

Tune in next time to read the next installment from the chaps @ HDK!

Bye for now,

James E

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