Tag Archives: Grow

Good Things Come In Packages: How To Leverage Package Deals And Cross Sell Services To Grow Your CPA Practice

When it comes to selling things, the human tendency to package can make life easier. When you’re marketing yourself and trying to sign on new clients, you’ll want to take full advantage of aspect of human psychology. Bundle services together and suddenly a new client will be bringing you as much business as two or three clients in the past.

When it comes to buying things, packages are attractive because they seem to simplify the client’s life. If an insurance company offers me a package deal on car insurance, home owner’s insurance, and life insurance, suddenly I have so many fewer decisions to make-and I don’t have to deal with three different insurance agents. I might save some money, but even if I don’t, I save aggravation and time, and most people value their time as much as their money. Costco or BJ’s Club are good examples of packaging in the retail world, and the number of people that flock to these giant stores indicate the popularity of packaging. Fast food places have the value meal, which is a package of a sandwich, fries and a drink.

What is also important is to offer different packages, i.e. to give the client options. When I first started out, I offered piecemeal services at standard rates. Then I realized that clients work in a different way. Many people like options. They don’t want to be “forced” into taking something that doesn’t suit them. They want the option of small, medium and large. Going to the example I gave of the restaurant, they have a small value meal, medium or large.

”Small, medium, or large” doesn’t quite work for accounting services. The principle I use to distinguish between levels of service is this: the more accessibility to me and to my staff a package offers the client, the higher the fees. So while we can custom tailor the service package to fit their needs, nonetheless the services are packaged based on frequency.

In addition to packaging your services, you should consider cross-selling. Many years ago I learnt while attending a seminar by the legendary marketer Jay Abrahams that there are 3 ways to grow your practice:

1) Increase number of new clients
2) Increase the fees paid by each client
3) Increase the frequency of purchase or sell the same client more services

Cross selling is the way the CPA practitioner increases the frequency of purchase.

When you have a relationship with the client, you can offer them other services that will help the client. How does one go about finding out the services that your clients need? Not to oversimplify it, but really, the best way to find out is by asking. We recently conducted a survey and we called up most of my business clients to ask them how we were scoring and what else we could do that could help them. It’s really very instructive to hear the clients’ perspective on things. I have also found this to be one of the best ways to find out other services we should be providing.

Here’s a partial list of additional services to offer:

• Financial planning or wealth management services
• QuickBooks consulting – Outsourced accounting (A couple of years, we packaged our QuickBooks consulting services as either a 10-hour package or a 20-hour package, to be used in one year.)
• Audit protection
• Business consulting
• Business valuation services
• Payroll services
• Controllership services

Using this list as a starting point, talk to your clients and find out what services they need that you could offer. Specialize in what your target clients want, and you’re just about certain to grow your practice.

Salim Omar, The CPA Marketing Genius, is a practicing CPA and founder of the Genius Marketing System, the proven step-by-step system that shows you how to attract more clients to your CPA practice and increase your income without working more. To receive your FREE Audio CD titled “12 Marketing Secrets – How To Attract Quality Clients”, visit The CPA Marketing Genius

Grow Your Accounting Practice by Positioning Yourself as an Expert

One of the most powerful ways that I know to build any CPA practice effortlessly is to position yourself as an expert in your field. When you position yourself as an expert, you have instantly differentiated yourself from your competitors.

I see that most CPAs don’t do a good job of differentiating themselves from their competition. Just because you have a bachelor’s degree or a master’s degree and a CPA license and you have experience does not make you different from the other CPAs that the prospect is talking to.

If you don’t differentiate yourself based on something positive, the prospect is going to shop based solely on fees. They will assume that, “Hey, if someone’s a CPA, they are competent to do the job well, so let me see which CPA can do it for the lowest fees.” (And please, don’t decide that the best way to differentiate yourself is to lower your fees. That’s the SINGLE WORST WAY to differentiate yourself.)

When thinking about becoming an expert, the first thing to remember is that you do have expertise. But until people recognize “expert” as part of your identity, it isn’t helping your marketing. So you “become” an expert by advertising the fact. The best and most powerful way to become an expert is by authoring a book or a special report.

I call it “education-based marketing.” You write a report that solves a problem that is being experienced by your prospects. When your prospects read your writing, you’ve educated them and they realize you are the expert. You have positioned yourself as the expert in your field.

Essentially what this means is that you create magnets and place them out in the marketplace. Some examples of magnets are:

• Writing a book or a free special report
• Writing an article
• Giving a talk

The public views someone who has authored a book or been published as an expert. Keep in mind that it doesn’t have to be a book. You may start with publishing special white paper reports. They can be 5 to 15 pages long, and it doesn’t take more than a word processing program and a printer to produce them. (Besides, people prefer to read something brief but information-packed, so don’t worry that a short report is too insubstantial.)

What should you write about? Ideally, you want to write on a topic that you feel your prospect wants to read and you know more about.

If you’re not sure you can find a topic, try this quick brainstorming exercise. Draw a line down the middle of a sheet of paper. On the left side, make a list of problems or concerns your target market has (that are somehow related to your services and knowledge). On the right, make a list of possible solutions that you could recommend to help them fix those problems or address those concerns.

I’d be willing to bet at least one of those solutions is worth a short report. To develop the report, consider these questions: What (if anything) keeps your prospective clients from enacting the solutions you recommend? What background information do they need to understand how to implement your solution? What are all the practical steps they need to take? Writing answers to those questions will get you a long way toward a full special report.

If you’re a first-time author, the next thing to do is to get someone you trust (a friend, preferably one who is NOT a CPA) to read the report and tell you honestly where they have questions or where they’re confused. Use those comments to add information you might have skipped because you took it for granted or to clarify passages where you’ve used technical language. Get someone else you trust to proofread it, and you’re ready to make copies of the special report that you can offer to current clients and to prospects.

Once you have written the report, it’s like magic: you are now an author and an expert. You have instantly differentiated yourself from your competitors.

Salim Omar, The CPA Marketing Genius, is a practicing CPA and founder of the Genius Marketing System, the proven step-by-step system that shows you how to attract more clients to your CPA practice and increase your income without working more. To receive your FREE Audio CD titled “12 Marketing Secrets – How To Attract Quality Clients” , visit The CPA Marketing Genius

Grow Your CPA Firm Using Killer Marketing Materials

Truth be told, you don’t have to be an award winning copywriter to create effective marketing materials for your CPA practice. I found out a number of years back that even the “pros” use templates to create ads and sales letters that get results.

Before I share my template, it is important to first understand some of the objections that may be going on in the mind of the prospect whenever they see your advertising. You will want to make sure the marketing piece you create overcomes these objections.

These objections could include:

• You don’t understand my problem.
• How do I know you are qualified?
• I don’t believe you.
• I don’t need it right now.
• It won’t work for me.
• What happens if I don’t like it?
• I can’t afford it.

Here is my 12-point template to follow to create effective material pieces:

1) Get attention

If the headline doesn’t catch the prospect’s attention, the rest of the letter will not be read. Here’s an example of a good headline: “Some Small Business Owners Pay A Lot More Tax Than Others; Will You Pay Too Much In 2009?”

2) Identify the problem

After you have gotten the reader’s attention, you need to gain their interest by spelling out their problem. The reader should say to themselves “yeah, that’s exactly how I feel” when he or she reads your sales letter. This technique in the marketing world is called “problem – agitate.”

3) Provide the solution

In this section, you will introduce yourself and your services. You position yourself as the solution to their problem.

4) Present your credentials

This is the time and opportunity to toot your own horn. A few things you may consider to put here are the length of time you have been in this area of expertise, as well as important awards or recognition.

For myself, I talk about my credentials, including the fact that I am author of a book and a list of magazines I have appeared in.

5) Show the benefits

Help your prospects understand what they will gain from your services.

6) Give social proof

Provide testimonials from real clients as evidence that your claims are true.

7) Make your offer

Have a specific offer-more specific than your general services.

8) Give a guarantee

Guarantees help overcome the objection “What if it doesn’t work?”

9) Inject scarcity

Make sure the reader understands this offer isn’t going to be available forever. This helps to encourage them to take action now.

10) Call to action

Tell prospects clearly and specifically what to do in order to take you up on your offer.

11) Give a warning

What will the prospects miss out on if they don’t take action now?

12) Close with a reminder

Sure, twelve steps are a little more work than slapping down your name, address, and phone number in an image ad. But if you are serious about growing your CPA practice, it is important to implement effective CPA marketing techniques.

From hereon, whenever you want to create effective CPA firm marketing materials, follow the 12-point template that I have just shared with you.

Salim Omar, the CPA Marketing Genius, is a practicing CPA and founder of the Genius CPA Marketing System, the step-by-step system that shows you how to attract more clients to your CPA practice and increase your income without working more. To receive your FREE Audio CD titled “12 Marketing Secrets – How To Attract Quality Clients”, visit CPA Marketing Genius

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