Following on from the last post, here is a continuation of the article by Harry Kafka @ HDK Consultants.
WHY THEY DON’T CHANGE ACCOUNTANTS?
As things stand, the “negative ignorance” out there about accounting ensures that business owners do NOT CHANGE accountants easily.
Let’s compare it to a car and the difference becomes evident. Everyone is eager to change their car, provided the car isn’t brand new and they can afford to change… and often even when they can’t.
Why? Well, because a new, better, bigger, faster, fancier vehicle represents POSITIVE things.
They UNDERSTAND the values that come with a better, newer model of an automobile.
Status, pride of ownership, pleasure of the ride, sense of fulfilment… all positive things.
Now, let me assure you that research shows most business owners are DISSATISFIED with their current accounting services.
And yet, they DO NOT WANT TO CHANGE ACCOUNTANTS.
Not only would it be “free of charge” (as the new service would not cost that much more than the one they’re already paying for) but the BENEFITS of a better service would far outweigh any problems of transition… you’d think, right?
But it’s not so.
It’s not so because they’re negative about accounting and emotions take over.
We all know that where people react emotionally, logic goes out the window.
We make silly decisions if upset… and some say we make equally illogical decisions when in love.
Be that as it may, the fact remains that the operating principle with most business owners in this matter is…
“…better the devil you know than the one you don’t.”
Believe it or not, THEIR basic thinking is that “all accountants are the same so why go into the trouble and expense of CHANGING?”
“Once you’ve seen one accounting professional you’ve seen them all,” in other words.
This lengthy explanation actually shows WHY you (like most other accounting professionals) find it so very difficult to acquire new clients.
The problem is that you offer “an identical accounting service” (as seen by business owners) so they don’t see any reason to CHANGE.
You don’t change a dollar to a dollar… that’s the logic here on their part.
To create interest for your services in order to sign on new clients, you need to offer something BETTER.
One more post will round out this mini-series of marketing tips.
Bye for now,