Presented by:
Bill Parrish
(oneplusone) 3

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This Information is copyright protected by (oneplusone) 3 and may not be reproduced or otherwise distributed without the written consent of (oneplusone) 3
This presentation is for informational purposes only and should only be implemented by a practitioner after appropriate due diligence has been performed
Not all of the concepts and strategies proposed in this presentation may be appropriate for all practices. Careful study must be undertaken by anyone considering the implementation of these concepts and special attention should be given to individual state laws governing the practice of professionals.

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Marketing
- the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.
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Advertising
- the act or practice of calling public attention to one's product, service, need, etc., esp. by paid announcements in newspapers and magazines, over radio or television, on billboards, etc.: to get more customers by advertising.
Today
– we are going to focus on Marketing

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Every Accountant has marketed successfully
Every Accountant has an image
Every Accountant has a personality
Every Accountant provides a needed service

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Survey our clients
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What do our clients want?
What do our clients need?
Define our services
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Unique positioning
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Profitability
Knowledge & Experience

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Identify client problems
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What keeps a small business owner awake at night
What makes taxpayers nervous
Identify a solution for each problem
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Provide peace of mind
Remove worry and fear

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What we can accomplish with $500.00
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Plan must be hands on – not media driven
Plan must be internally implemented
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No room for error
Slow but constant results
What if we can afford more
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Use same steps
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Faster
Larger scale

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Call each accounting client
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Ask questions, like what causes you the most concern
Do not speak in accountanteze
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Be probing
Ask what they would like that they are not getting now
Do not settle for answers like bookkeeping, payroll, tax prep

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Identify you strengths
Identify your weaknesses
Sample your competitors
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Look for uniqueness
Observe same old boring language
Create menu of your services
Be creative in your descriptions

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Postcard to existing clients
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Declare yourself to be an expert in solving their unique problems
Follow up phone call
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In response to their answers
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Showing your concern for them
Focus on their problems
Focus on solutions
Offer to Solve Their Problems

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Referred by …. Current client
Talk about problems the suspect may have
Talk about solutions offered and benefits
Ask for their business
Send same letter 10 days later
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Copy existing referring client

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Cover same subject matter
Again, emphasize problem solving
Talk about benefits and a better life
Seek immediate action, talk about results on not taking action
Set a deadline for response

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Talk about their problem, not yourself
Reward referring client
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Small gift delivered to place of business
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Ask for more referrals
Copy new client
Ask for immediate engagement for your solutions

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Repeat the process with each new client
1 new client refers 5 suspects
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1 is added
Now there are 2 new clients
Each refers 5 more
Now there are 6 new clients
Repeat the process, again and again

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Demeanor
Appearance
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Office
Work Products
Correspondence
Signage
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External
Internal

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New Services
New Image
New Clients
More Revenue
Better Service
PRIDE

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The buck stops and starts on your desk
It does not take a lot of money to market
It takes a lot of work and focus to market
The Next Step is Yours to Take

For Information
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About ConnectEd:
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Jodi Goldberg, Director of Member Services
National Society of Accountants
800-966-6679 Ext 1304 jgoldberg@nsacct.org
About the Presentation
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Bill Parrish, Founder & CEO
(oneplusone) 3
800-867-0065 Ext 1013 billparrish@oneplusone3.com
www.oneplusone3.com

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Jodi Goldberg with NSA has sent you an email with the link to the online evaluation that has the qualifying questions for CPE.