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One great way to win a new client

A while ago I was in a meeting with the CEO of a well-known architectural firm in Sydney. This particular CEO really knows his stuff – he is on the ball, has a good head for the big picture & detail and when he needs the right advice from external professionals he seeks out only the very best he can afford. He is one of those client-types who take people on face value, but at the same time will check and validate an advisers skill set, experience and reputation within his own network which usually consists of friends, colleagues, other business owners and sometimes clients of the adviser he is wanting to bring on.

Most CEOs, CFOs and business owners are not like the CEO I met above either because they’re time poor or have other reasons for not doing what they need to do.  A lot of them take the default position and think we can’t go wrong if we hire a “Big Four firm” when they need external accounting help. However, that might not be the right fit for the need at hand.

All accountants from both the big end of end and the small end need to make it simple and straightforward for their clients and prospective clients to “check them out” How does one do this? Simple. Invite your prospective client and a current client to a conveniently located cafe, introduce them to each other, buy them each a coffee & cake and then leave. If you are a half decent accountant that has done the right thing by their client(s) the words your client shares with your prospect will be far more valuable and authentic than anything you can possibly say! They will take care of the sale for you 🙂

Keep well and see you next post.

James E

Marketing tips (1 of 3)

Hi all. I’ve been out of action for the last week or so and haven’t blogged. Sorry. My Publisher for the book that I’m working on explained to me the meaning of the word “deadline” with emphasis on the word dead! Hence I have a good reason for being slack with the blogging.

I was on the web recently 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