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5 Counter-Intuitive Things about Marketing That May Be Costing You Business Sandi Smith Leyva, CPA, CITP, CGMA, Certified QuickBooks ProAdvisor, Xero Certified Advisor
5 Counter-Intuitive Things about Marketing That May Be Costing You Business
Sandi Smith Leyva, CPA, CITP, CGMA, Certified QuickBooks ProAdvisor, Xero Certified Advisor
Where to Get Your Materials
• AccountantsAccelerator.com/chicago – PowerPoint
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
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
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About You
• Services – Software consulting, setup, conversion, training,
troubleshooting, reseller – Controller, CFO, bookkeeping, accounting, payroll – Tax, write-up
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About Me
• CPA • Started practice in mid-1990s • QuickBooks version 4 • Drove around Dallas metroplex
– Fixing QuickBooks • Charged by the hour • Took “everybody”
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
#1 Hottest Marketing Topic in Accounting
• Pricing – We’re at a tipping point in the
accounting industry
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5 counter-intuitive marketing tips
• #1: Your ____ skills are directly related to your ability to charge higher rates
5 counter-intuitive marketing tips
• #1: Action item: Stop getting more certifications and start learning marketing – Your ability to communicate your value
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
5 counter-intuitive marketing tips
• #2 –Using our skill of judging – We make judgments every day and we’re great at it
5 counter-intuitive marketing tips
• #2 – Action item: – STOP judging what your prospect/clients can pay!
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
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
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
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.”
5 counter-intuitive marketing tips
• #4 If I approach marketing rationally, I’ll be OK. – “How’s that workin’ for ya?”
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
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
5 counter-intuitive marketing tips
• #5 Action item: – DO SOMETHING DIFFERENT – Or you will get what you’ve gotten in the past
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.”
Want to know more?
• Free newsletter • Accountant’s Accelerator 2013
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, 2013
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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,
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.
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
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
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
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Where to Sign Up
FillYourAccountingPractice.com/index2013.html
Program closes February 28, 2013
Two ways to pay:
In full 4-pay plan
Questions
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
