Transcript THE LIFE OF A CLIENT

The $500 Marketing Plan
Presented by:
Bill Parrish
(oneplusone)3
Those Pesky Disclaimers
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This Information is copyright protected by (oneplusone)3 and
may not be reproduced or otherwise distributed without the
written consent of (oneplusone)3
This presentation is for informational purposes only and should
only be implemented by a practitioner after appropriate due
diligence has been performed
Not all of the concepts and strategies proposed in this
presentation may be appropriate for all practices. Careful study
must be undertaken by anyone considering the implementation
of these concepts and special attention should be given to
individual state laws governing the practice of professionals.
Advertising Vs Marketing
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Marketing
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Advertising
- the total of activities involved in the transfer
of goods from the producer or seller to the consumer or buyer,
including advertising, shipping, storing, and selling.
- the act or practice of calling public
attention to one's product, service, need, etc., esp. by paid
announcements in newspapers and magazines, over radio or
television, on billboards, etc.: to get more customers by
advertising.
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Today
– we are going to focus on Marketing
Accountants Make Great
Marketers
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Every Accountant
successfully
Every Accountant
Every Accountant
Every Accountant
service
has marketed
has an image
has a personality
provides a needed
What Do We Have To Market?
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Survey our clients
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What do our clients want?
What do our clients need?
Define our services
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Unique positioning
Profitability
Knowledge & Experience
Market Solutions
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Identify client problems
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What keeps a small business owner awake
at night
What makes taxpayers nervous
Identify a solution for each problem
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Provide peace of mind
Remove worry and fear
The Plan Requirements
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What we can accomplish with $500.00
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Plan must be hands on – not media driven
Plan must be internally implemented
No room for error
Slow but constant results
What if we can afford more
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Use same steps
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Faster
Larger scale
Client Survey
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Call each accounting client
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Ask questions, like what causes you the
most concern
Do not speak in accountanteze
Be probing
Ask what they would like that they are not
getting now
Do not settle for answers like bookkeeping,
payroll, tax prep
Internal Survey
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Identify you strengths
Identify your weaknesses
Sample your competitors
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Look for uniqueness
Observe same old boring language
Create menu of your services
Be creative in your descriptions
Announce New Services
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Postcard to existing clients
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Follow up phone call
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Declare yourself to be an expert in solving their
unique problems
In response to their answers
Showing your concern for them
Focus on their problems
Focus on solutions
Offer to Solve Their Problems
Letters to Suspects
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Referred by …. Current client
Talk about problems the suspect may
have
Talk about solutions offered and
benefits
Ask for their business
Send same letter 10 days later
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Copy existing referring client
Follow Up Letters to NonResponders
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Cover same subject matter
Again, emphasize problem solving
Talk about benefits and a better life
Seek immediate action, talk about
results on not taking action
Set a deadline for response
When a Suspect Replies
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Talk about their problem, not yourself
Reward referring client
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Small gift delivered to place of business
Ask for more referrals
Copy new client
Ask for immediate engagement for your
solutions
The Snow Ball Effect
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Repeat the process with each new client
1 new client refers 5 suspects
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1 is added
Now there are 2 new clients
Each refers 5 more
Now there are 6 new clients
Repeat the process, again and again
The Overall Image
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Demeanor
Appearance
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Office
Work Products
Correspondence
Signage
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External
Internal
How Your Practice Will Change
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New Services
New Image
New Clients
More Revenue
Better Service
PRIDE
Ok, Its Up To You
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The buck stops and starts on your desk
It does not take a lot of money to
market
It takes a lot of work and focus to
market
The Next Step is Yours to Take
For Information
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About ConnectEd:
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Jodi Goldberg, Director of Member Services
National Society of Accountants
800-966-6679 Ext 1304
[email protected]
About the Presentation
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Bill Parrish, Founder & CEO
(oneplusone)3
800-867-0065 Ext 1013
[email protected]
www.oneplusone3.com
C P E Credit
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Jodi Goldberg with NSA has sent you an
email with the link to the online
evaluation that has the qualifying
questions for CPE.