The $500 Marketing Plan

Presented by: Bill Parrish (oneplusone) 3

Those Pesky Disclaimers

   This Information is copyright protected by (oneplusone) written consent of (oneplusone) 3 3 and may not be reproduced or otherwise distributed without the 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.

Advertising Vs Marketing

 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.

  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

Accountants Make Great Marketers

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

What Do We Have To Market?

  Survey our clients   What do our clients want?

What do our clients need?

Define our services  Unique positioning   Profitability Knowledge & Experience

Market Solutions

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

The Plan Requirements

  What we can accomplish with $500.00

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

Client Survey

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

Internal Survey

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

Announce New Services

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

Letters to Suspects

     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  Copy existing referring client

Follow Up Letters to Non Responders

     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

When a Suspect Replies

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

The Snow Ball Effect

   Repeat the process with each new client 1 new client refers 5 suspects     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

The Overall Image

   Demeanor Appearance    Office Work Products Correspondence Signage   External Internal

How Your Practice Will Change

      New Services New Image New Clients More Revenue Better Service PRIDE

Ok, Its Up To You

    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

  About ConnectEd:     Jodi Goldberg, Director of Member Services National Society of Accountants 800-966-6679 Ext 1304 [email protected]

About the Presentation      Bill Parrish, Founder & CEO (oneplusone) 3 800-867-0065 Ext 1013 [email protected]

www.oneplusone3.com

C P E Credit

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