A CPA has a unique relationship with their clients. In order to draw quality clients, a trust has to be established through an honest, professional marketing approach. Marketing programs that attempt to sell your services as a commodity or product will fail. Always remember your quality clients use you because they trust and believe in you.
Remember the four steps to marketing accounting services successfully:
What should I look for in a CPA marketing program?
Completeness- Accountants marketing programs must be complete in all areas. They should not be limited to websites and social media or telemarketing and direct mail. They should include a program for all areas and for all the services your firm provides.
Exact Blue Print- A program should provide you an exact proven template for your success. There should be nothing for you to invent or discover on your own. They should include all the materials, processes, forms, letters, brochures etc.
Cost of Implementation- Marketing for accountants should be effective, not expensive. They should also have very low implementation costs. An accounting practice can be one of the least expensive of all businesses to develop if performed correctly.
No Hidden Fees- Many companies offer many programs with hidden or additional fees. Use a company or individual which includes the entire cost of their program for one fee.
Saturation- CPA marketing programs should not be geographically saturated. Many companies work with many accountants in the same area using the same program. Your marketing coach should be working for you, not your competitors.
Longevity- The majority of Accounting Practice Development Companies are short lived. Many have come and gone. You want a company that will be around to stand by you. The individual that works with you should have years of proven experience. Avoid new companies which create hype or have "single solutions". You need a well balanced solution encompassing all aspects of marketing.
What should I avoid when researching accounting marketing programs?
Unrealistic Guarantees- Many CPA Practice Development Companies lure accountants into marketing programs with unrealistic guarantees designed to make you feel secure but have many hidden clauses protecting the company and making them extremely difficult or cost prohibitive to enforce. A guarantee is not guarantee unless it protects you. These guarantees rarely offer any real protection. Read the hard to see print and do your due diligence. Remember, if it seems too good to be true, it's not true.
High Implementations Costs- The costs of many marketing programs combined with costs of implementing their program can exceed the annual revenues they generate. They commonly involve commissioned sales representatives with large incentives and bonuses. This usually results in low end clients, negative cash out flow, long hours with very little income.
Hard Selling Approach- Any marketing programs for CPAs that use traditional selling techniques will lack effectiveness in the accounting profession. Our industry is not a commodity. You will find yourself discouraged and disappointed.
Over Saturation- Too many accountants? Inquire companies as to how many accountants are using their program in your area. As you would never hire the same coach for every football team in a league, don't hire the same coach as your competition. You want a Company or individual to be for you, with your best interest in heart.
Reoccurring Fees- Avoid companies which have undisclosed reoccurring fees or derive the majority of their revenue from other services or products they sell. Always inquire of all initial costs, reoccurring costs and any fees you are expected to incur in pursuing their program.
Financing- Avoid companies which offer financing with unaffiliated companies. Mortgaging your future for short term solutions is a long term financial problem. Accounting practices can generate cash flow quickly, which can be used to finance the growth of your practice debt free.
If you learn from others people's mistakes, you won't suffer the consequences of those mistakes. If you learn from other people's success, you can be successful with them! You don't have to invent the key to your success, you can find someone who has discovered it, learn from them, reduplicate it, and use it to your immediate success!
Why should you order this Marketing for CPAs seminar?
Frank Salman is a CPA who has started, owned, and operated five public accounting firms. He has since emerged as the leader in our nation for practice development and management consulting. Individually he has assisted in developing over 2,500 CPA firms in the United States. By focusing specifically on marketing for CPAs and building your firm, his accounting services marketing and management techniques have proven to be the most successful and professional techniques available today, and now available as a self-study marketing seminar for accountants and CPAs.
"I thought I would take a moment to bring you up-to-date on my practice. In the summer of 1997, I quit my job, purchased your program, and started a practice with no clients, save my neighbor. In a few months my monthly cash flow was able to pay for an office, equipment, and other overhead. It was thrilling to have that kind of cash flow before I hit my first tax season. When my first tax season arrived, I wasn't quite sure what to expect. During the first two days, 23 people called me to do their tax returns. It was all I could do to field the calls. Of those, 21 became my clients, and 20 had a fee higher than they did the previous year! Tax season ended with a nice client base and ample cash in my checkbook. And I didn't have to go in debt and buy a practice to do it. By the end of 1998, I was able to purchase the office building I was renting which provides enough space for a few years of growth. You have been an exceptional consultant. Thank you for providing me with outstanding advice in both a technical and practice management setting. There have been many times I have appreciated your encouragement and was thankful that I had a marketing resource like you to help me. I do not believe my practice would be where it is today without your program and direction. Even though there were no additional fees since the initial cost of the program, it is worth many times more than what you ask. Thank you again." - Robert of Salisbury, Maryland
"Recently, I had the pleasure to review the new Frank Salman Practice Development Seminar and I must say, it was unlike any other practice development program, I have ever tried or reviewed. In my 23 years as a CPA, I have tried many different marketing programs. Some were OK, but most of them were more hype than substance. Frank's program is nothing like that. Frank's program is based on honesty and integrity, traits that are many times lacking in the marketing/sales process. But what really differentiates Frank's program from the others in the marketplace is Frank himself. Frank doesn't just sell you a marketing plan and send you on your way. Frank stays with you for as long as you like and will give you all the help and guidance you need for as long as you need it. And when I say Frank will help you, I mean that it is Frank himself, not a staff member. He genuinely cares about you and your success. I highly endorse Frank Salman and the Frank Salman Practice Development Program. There is no program like Frank's and there is no one like Frank. I guarantee that if you invest in Frank Salman, you will look back one day and say that was one of the best decisions you have ever made. I know I did." - Peter of Bayville, NJ
First, however, I do want to tell you that your DVDs are OUTSTANDING. Your presentation style is very effective and I have found the actual content invaluable. I'm about halfway through the set. I keep stopping the discs to take notes. I should have watched it sooner! It was a high quality video and very effective. To your point at the very beginning of the video, this is a great way to get what you do out to those that need it. I'm grateful to have seen it, as it removed any doubt I had and what I needed to do. - David of Plano, Texas
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