5 Counter-Intuitive Things about Marketing That May Be Costing You Business

Transcription

1 5 Counter-Intuitive Things about Marketing That May Be Costing You Business Sandi Smith Leyva, CPA, CITP, CGMA, Certified QuickBooks ProAdvisor, Xero Certified Advisor

2 Where to Get Your Materials AccountantsAccelerator.com/chicago PowerPoint

3 Agenda The #1 hottest marketing topic in the accounting industry today and why it s at a tipping point right now. (and it s NOT social media or blogging) 5 things that are counter-intuitive about marketing Where to get more info Answers to your questions about marketing and selling

4 About You Accounting Professional Have your own business doing < $1 MM /year Looking to grow or improve your business Starting your business In your first three years 4

5 About You Services Software consulting, setup, conversion, training, troubleshooting, reseller Controller, CFO, bookkeeping, accounting, payroll Tax, write-up 5

6 About Me CPA Started practice in mid-1990s QuickBooks version 4 Drove around Dallas metroplex Fixing QuickBooks Charged by the hour Took everybody

7 About Me International business Clients in 6 countries 8 or so service lines Clients are building wealth for themselves and their clients Now $800 per hour All because I learned marketing

8 Pricing #1 Hottest Marketing Topic in Accounting We re at a tipping point in the accounting industry 8

9 5 counter-intuitive marketing tips #1: Your skills are directly related to your ability to charge higher rates

10 5 counter-intuitive marketing tips #1: Action item: Stop getting more certifications and start learning marketing Your ability to communicate your value

11 5-figure return I leave less money on the table and my general verbal communication to my clients is much better as I m more confident in my services and in communicating my value. Cathy Martin, Purple Martin Advisory in Lenexa

12 5 counter-intuitive marketing tips #2 Using our skill of judging We make judgments every day and we re great at it

13 5 counter-intuitive marketing tips #2 Action item: STOP judging what your prospect/clients can pay!

14 Charging 3-4 times more "Words cannot describe the success rate in just a couple of months. There have been Returns where I would have been charging $500 and now charging 3 to 4 times NOW and GUESS WHAT, the CLIENTS are Paying and NOT Complaining. --Hubert MCINTOSH EA

15 5 counter-intuitive marketing tips #3 Marketing to everyone You don t want to leave out anyone you can help them all You want to close all the leads you get Sandi s story about her 5 simple steps book

16 5 counter-intuitive marketing tips #3 Action item: Specialize or Niche Otherwise no one will feel special We realize this strikes fear in your heart

17 Lowering costs, lowering risks I can see an increase in the number of clients coming in the door based on the changes we ve made to the marketing materials and the selling process, says Wanda. It never occurred to me to do this before.

18 5 counter-intuitive marketing tips #4 If I approach marketing rationally, I ll be OK. How s that workin for ya?

19 5 counter-intuitive marketing tips #4 Action item: Marketing is emotional and the more emotional skills you have, the easier it will be for you as an entrepreneur Dealing with your own self-worth issues Deservability issues with money Resilience when rejected Committed to the client s well-being even if it means losing them These are common issues in accounting and the good news is they can all be learned

20 5 counter-intuitive marketing tips #5 Doing nothing or staying reactive does not work We ignore things we re not comfortable with We stay stuck and complain and suffer We blame it on the clients

21 5 counter-intuitive marketing tips #5 Action item: DO SOMETHING DIFFERENT Or you will get what you ve gotten in the past

22 From Technician to Business Owner Leanne is more deliberate in how she approaches what she wants her business to be. That s a real turnaround, Leanne says. I m now thinking about what I need in order to sustain my business.

23 Want to know more? Free newsletter Accountant s Accelerator 2013

24 Accountant s Accelerator 2013 Bundled practice growth program Marketing Revenue growth Time management Mindset / emotional / behavioral Practice management Procedures section! Over 200 accountants Runs through October 31,

25 Move out of comfort zone The information Sandi has shared is helping me to move out of my comfort zone and now I am developing plans for my business that I had not even considered. I m excited for what the future holds for my business. Thanks Sandi!! Linda Paulsrud, President, Summit Business Solutions, LLC,

26 Valuing Your Time We have a whole procedure around prospects that we developed after implementing the program. When new leads come in the door, Joye s staff is trained to handle the sales and onboarding process for clients under a certain revenue threshold.

27 Increase profits The Accountant Accelerator program has changed my practice by teaching me strategies for managing my business and marketing my services. Truly, Sandi Smith Leyva has helped me work more efficiently, grow my business, and increase profits! Heidi Morgan, Balanced Bookkeeping & Beyond

28 More than pay for itself Any hesitation I had in joining the program vanished within the first 10 minutes of the call. I am just establishing my practice, with very limited funding, and I know that finding your program will more than pay for itself in the years to come! Leslie Hornyak, Beyond Basics

29 Price / ROI Price $525 through Friday, February 22, 2013 Doors close Friday no more members AA 2014 opens in 8-9 months Return on investment Up to you Nothing if you do nothing different There is not another program at this price point that does what this program does 29

30 Where to Sign Up FillYourAccountingPractice.com/index2013.html Program closes February 28, 2013 Two ways to pay: In full 4-pay plan

31 Questions

32 Your Action Items What one thing will you do from this webinar? Post on Ning below the Training call entry or on your profile or on your status Mark your calendar, to do list, project management system, etc. Questions? Post in Q&A