The Accountants Marketing Toolkit
Buyers logically gravitate towards the more profitable firms and away from firms that are flat lining or in decline. So, how is it that some firms have an annual growth rate in excess of 20% per annum (see Marketing Case Study) and others are flat lining? Principals and partners constantly complain that they can't attract the right type of client or they simply don't get enough client referrals. Firms that struggle to get referrals generally don't know how or when to ask for the referral and hope satisfied clients will simply refer their friends, family and small business colleagues. Hope is not an effective marketing strategy. Unless you have a system to drive referrals to your practice, your word-of-mouth business is probably going to be random and unpredictable. Imagine if you had a system that proactively encouraged referrals so that 1 in 5 of your current clients gave you a referral every year? What about if those referrals were your 'ideal' type of client? Successful firms define marketing as the process of promoting their full range of services to their clients and prospects. Being a 'process' it follows logical steps and is supported by a number of tools that remove the uncomfortable 'selling' feeling when asking for a referral. They also recognise the fact that the internet has transformed the way we communicate and do business with our clients. They are focussed on strengthening client relationships and building their reputation so they get a consistent level of referrals. Importantly, they understand marketing is an ongoing process not just an ad-hoc event and all their business resources play a role in marketing - from the staff, right down to their letterhead, business cards, website content and the reception area.
The accounting profession is constantly changing and firms can no longer rely on a single 'rainmaker' to hunt and then feed the rest of the firm. Everyone must become involved in growing the firm. The truth is, marketing should never have been off the agenda and you need to constantly appeal to the next generation of younger clients. If your client demographic is mainly the over 50's you might find the buyers gravitate away from your practice when it's time to sell.
The Accountants Marketing Toolkit gives you the strategies or 'what to do' plus it provides you with the 'how to do' including over 50 tools, templates, letters, PowerPoint presentations, brochures, sample website content and software programs on a CD. The kit contains everything you need to attract a record number of client referrals and build a marketing plan for the future. Some key sections include:
This comprehensive toolkit is unique and has been specifically developed for public accountants looking to grow their firm and attaract a better quality clients. We know the tools and techniques work because the firms using them report record levels of referrals and growth.
The first print run of the Accountant's Marketing Toolkit sold out and we are currently updating the contents to include more than 100 new pages with sections dedicated to websites and social media. The toolkit should be re-released in 2012 but to register your interest and receive more details the moment it is available click on 'Order Product' below. Order this Product |
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To some extent, the introduction of GST in Australia disguised the need for accountants to market their practice. The extra work created by GST and quarterly BAS's still finds many accounting firms very busy with little spare capacity. It's therefore no surprise that marketing is on the bottom of most accountants 'to do' lists. Having said that, being busy in accounting doesn't necessarily translate into profit or a hgher practice value.