What Do Clients Really Want

Marketing tips for accountants (3 of 3)

Here is the last installment of this 3 post series on marketing tips by Harry Kafka @ HDK Consultants.

How do you get prospects interested in changing over to your accounting services?

Let me dispense of a myth first: You don’t make a difference by using superlatives about your own skills and superiority.

See. EVERYONE does that already, so that’s NOT DIFFERENT.

Quite the contrary… by using the traditional marketing & presentation methods only serve to prove conclusively that you’re THE SAME as their current accountant.

He, too, did just that. He told them how great he is, how good his services are… and now the business owner KNOWS it was all “not true.”

What we have to understand here is that the human thinking evolves around self-made truths.

What’s true for him is true… and that’s the long and short of it.

The problem here is that if you try to reason with someone whose self-made certainty is based on a negative FEELING, they just refuse to accept “your truth” and the more you try, the more they’ll stick to their view… and the harder it becomes to convince him or her otherwise.

So the solution is that you DON’T try to “talk sense” to them at all.

Instead, you let THEM tell you how “useless all accountants are…”

The way this is done involves quite a lot of skill though. It needs to be done so that the prospect realises on his own a few things along the way.

See you next post,

James E

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