What’s the biggest hidden asset in your CPA Practice?
Most CPAs, when they really think about this, will answer:
Yet, most accounting pros fail to fully leverage this hidden asset.
They don’t ASK!
ASKING your clients questions…
Systematically ASKING for testimonials…
Having a process for ASKING for referrals…
Positions your business for magical growth, profits, and money in your pocket.
And sets you FREE.
Yet many CPAs don’t know:
WHAT to ASK
WHO to ASK
WHEN to ASK
HOW to ASK
Ok… Let’s start ASKING
WHAT to Ask:
Ask the tough questions…The questions that if you knew the answers would change how you market:
It doesn’t matter what kind of accounting practice you run.
Here are some examples of the kind of questions you’d want to ASK:
“What exactly triggered your interest in making a change in your CPA firm during your decision-making research?”
“What exactly did you like about how I approached you and introduced my services to you?”
“On a scale of 1 to 10 with “10” being superb, how would you rate the experience of working with me?”
Specifically in terms of the value: in money saved or earned, time savings, hassles reduced….
(If the answer is less than a “10”…)
“What do I need to do to make it a “10” in your mind?”
“When you add up the value of our work together: money saved or earned, time savings, hassles reduced… What dollar value would you place upon it?”
“Tell me about how you decided to do business with me versus your other options?
“How many other CPAs did you meet with, talk to, get proposals from?”
“How long did the process take?”
“What was the deciding factor in choosing to work with me?”
WHO to Ask:
Ask your top clients, your best clients.
Focus on your top 10 to 20% of your clients that drive 80% of your revenue.
Best: Ask your top prospects that got away… the one’s you didn’t land.
WHEN to Ask:
Feed your prospects these questions in bite-size pieces throughout your client in-take process. Make it part of your client communication and follow-up process.
People resist long, multi-question surveys, but they’ll give you feedback when the question is timely and relevant to the problems they’re trying to solve.
Remember, clients don’t care about you. They care about their problems.
For example, here’s a sample e-mail follow-up for an initial prospect meeting:
I sure enjoyed meeting with you and learning about your plans and concerns about making sure you got all the bases covered with your accounting system.
You know, several clients of mine had very similar situations to yours…Check out XYZ Corp’s “Success Story” on my client testimonial blog.
Something else that would no doubt help both you and I fully understand your unique situation… and make sure I meet your expectations… would be your feedback on a couple questions:
What exactly triggered your interest in making sure you have timely financial reporting and information for your business?
What exactly did you like about how I approached you and introduced my services to you?
On a scale of 1 to 10 with “10” being superb, how would you rate my marketing approach versus other services marketed to you?
What would you suggest I do to make it a “10” in your mind?
Thank you for the opportunity to help you with your unique and important Accounting and financial program.
As an appreciation for your time in answering these brief questions, click here to claim your Starbucks gift card on me.
HOW to Ask:
Use a turn-key integrated e-mail system, such as MailChimp or aWeber that automatically delivers your follow-up messages, gives you data form creation and capture, and allows multiple automatic message follow-up.
Sure, you may ask these questions during client consultations, but lots of times you’ll simply fail to record and capture the answers.
Having an automatic, integrated client communication system provides you with these benefits:
• You create a database of market research.
• You establish the perception of quick and efficient client service and care… right up-front with your prospects.
• You communicate and establish the “value” of how you do business immediately.
• You subtly position and introduce the concept of client testimonials and referrals at the beginning of the client relationship, without any of that “old school” crap like… “I get paid two ways…”
• You show that you care, value, and appreciate your clients’ time and feedback.
• You lead and condition your prospects in how you want to develop the business relationship with them.
• You utilize the “remarkable strategy of ‘Gift-With- No-Purchase’”…you pile up, as Dan Kennedy explains, “good guilt”. Ethical, honorable people have an imbedded subconscious mechanism that mandates reciprocity.
So, Start ASKING… WHAT, WHO, WHEN, HOW.
When you use a system of ASKING in your CPA practice, you build long-term relationships with your clients, create the perception of value, position your business for Word-of-Mouth referrals and testimonials, and learn exactly what your Ideal Clients want from you
Jay Abraham, the world’s leading marketing consultant says:
“It’s not about marketing…It’s not about business building… It’s all about gaining access and leveraging assets that other businesses don’t value or recognize they have.
It’s all about using systems to Capitalize on Capitalism.”
What questions do you have about ASKING?