If all the other accountants’ sites say the same thing the only question that is left for the prospect to ask is about price.
The key to successful marketing is differentiation. Accountants have to create an apples Vs oranges situation between their firm and their competitors. They need to let their prospects know the benefits of coming on board as a client.
After you have looked at the web sites of five other accounting firms, have a look at your own web site and think of how you can differentiate yourself from your competition, how you can break yourself away from the pack and create that apples Vs oranges situation that will differentiate you from your competitors.
Business owners are currently shopping around for accounting fees. They see compliance as just a commodity and they don’t see why they should pay more for that commodity. In order to take the prospect’s thinking away from price and back to value, you need to show them the benefits of dealing with your accounting practice, you need to show them that you are different and that you offer value, and you need to provide some education for them so that they can make an informed decision to purchase your accounting Marketing and sales have never been a strong point for accountants. The main reason for this is that marketing was never included in any of the courses offered to them by the various learning institutions. Accountants learn how to become technically good at what they do but are never taught how to run and grow their own accounting practice.
Let’s face it… as accountants we aren’t built to sell. We don’t like selling. In fact we feel very uncomfortable when we feel that we are selling and therefore are not very good at it. Likewise with marketing.
Here’s an exercise for you…
Have a look at five web sites for accountants. Now tell me if I have this right…They are all pretty much the same. On the front page of the site there is the name of the accounting firm at the top of the page and their phone number. And then follows a whole bunch of platitudes such as:-
- We have friendly staff
- We are highly qualified and efficient
- All of our staff are trained to ensure your tax is minimised
- We pride ourselves on accuracy…and so on and so on.
- We have up-to-date technology
I read all these platitudes and all I can say is “well I hope so.”
And then there’s that oldie but a goodie…”we have been in business since 149BC…who cares!
All the web sites look the same and then accountants wonder why it is that when prospects make an enquiry the only question they ask is about the price of their services. You see, that’s the only question they can ask, that’s the default question. services.