Using Words Which Motivate

Wouldn’t it be terrific if you could encourage prospective clients to conduct business with you by the use of specific words? Marketers know that the use of certain words create a response, while others are too passive. Entire books exist devoted to nothing but "Words that Sell". Some of these work exceptionally well when working with prospective clients to get them one step closer to agreeing to use your services.

Words that Get Results

So which words are motivators? The following words are considered to be the most persuasive in the English language by Yale University:

  • save
  • need
  • guarantee
  • easy
  • money
  • results
  • health
  • love
  • discover
  • safety
  • proven
  • and last, but by no means least, the word that all of us enjoy hearing – you.

Focus on Benefits

The secret of success here is to determine what words are important to your prospective client and then, rather than focus on what you feel they should know, focus on what’s important to them.

A simple strategy, which can be used to achieve this objective, is to ask the prospective directly what is important to him or her. Nothing could be simpler in understanding your client than simply asking them. Once your client has stated what they need most, you can then focus on the features of your service that best solve their problems.

An Example of Zeroing In On a Client Need

For instance, your prospect answers, “After a long day at the office, the last thing I want to do is keep books.” You now know what their primary motivator is for considering your services. Place the most emphasis on that benefit, since you already know that it matters most to them. Now apply action words from the list above to place as much emphasis as possible on those points.

Enthusiastically respond to your client, “Well, that’s where I come in. I can save YOU all those evenings, giving YOU more time to spend with YOUr LOVEd ones. Furthermore, it’s PROVEN that good accounting information can earn YOU more MONEY to boot! And, I GUARANTEE my work. If YOU’re not satisfied, YOU don’t pay — it’s that EASY.”

Words to Avoid

And while we’re talking about words, it’s a good idea to avoid the use of accounting jargon. There’s nothing more frustrating than participating in a conversation which is liberally sprinkled with accounting jargon that is totally meaningless to the prospect. In selling your service, you want to start from common ground you both understand. You build from there. Accounting jargon will not show how much you know. It will place distance between you and the client and can confuse them. People don’t want to be made to feel inferior or that they don’t "get it".

Let the client dictate their level of understanding of accounting terms. If they begin to use them to describe their business, you are normally safe to use those terms in continued conversation. Until then, keep your explanations to plain-english. Once you convey the benefits of using your service to your client clearly, you are well on your way to a sale. When you use terminology that makes you easy to understand, you make the prospective client feel intelligent. You give them confidence that your service will give them additional insight into their business and how to make it more profitable.

Furthermore, unless you are very comfortable with the client’s industry, avoid using industry jargon. Chances are, your client knows more about their industry than you do. Keeping conversation in clear, concise, everyday words avoids a client feeling they have to prove to you how much they know. Any feeling of insecurity in a client makes them uncomfortable. In his book "How to Win Friends and Influence People", Dale Carnegie places great emphasis upon making others feel important and intelligent. In your conversations with potential clients, you want them to think, "Oh! Now I get it!" If you are the one to make them feel that way, the sale is in sight.

Master Marketing Skills

In the course of a week, you run into potentially hundreds of small business owners that struggle to understand their books. They need the kind of service taught in the Professional Bookkeeper™ program. They just need someone to explain clearly to them what their benefits will be and that you can help them make sense of their business’ financials.

The Professional Bookkeeper™ program places its primary emphasis upon real-world small business accounting and bookkeeping, skills you can put to work right away. You will have an incredible edge in servicing your client’s business that is taught nowhere else. The Professional Bookkeeper program’s marketing module teaches you how to find paying clients easily. You will learn to service their accounts efficiently and keep your clients pleased with how your unique talents give them an understanding of their business that makes them more profitable.

Learn How the Marketing Method Taught in the Professional Bookkeeper™ Program Gets You Clients Fast!

Networking: Meetings Made Easy

“It’s who you know” takes on new meaning in today’s frenzied business climate. We all appreciate the value of networking, especially as it becomes harder to find the time and energy to develop the relationships that can boost our accounting practice. And as we grow more dependent on the technologies that help us do bookkeeping better (and faster), we interact less and with fewer people. What there is of our network is more valuable than ever.

How to Build a Network Of Potential Client

So how do you efficiently build your network? One way is to attend events sponsored by special interest groups that are specific to business, community, and personal interests.

Here are nine quick tips to help your network grow at meetings:

1. Make it your goal to learn about other people and have them get to know you.

2. Set a goal of attending one meeting per week. Look in your local newspapers, city weeklies, and Internet (ie, Chamber meetings) to find out when and where various networking groups meet. Log the meetings on your calendar.

3. Get to the meetings early. Introduce yourself to one of the officers or board members. Ask to be introduced to other attendees. If you’re uncomfortable as a newcomer at the meetings, remember that others there may also be nervous. You’re probably not alone. Take a deep breath, smile, and go for it.

4. As you greet a new contact, hand him or her your business card with your left hand and shake his or her hand with your right hand. Briefly explain what you do for a living before you ask, “What do you do?”

5. Keep your own business cards in one pocket and the cards you collect in another pocket. This will help keep you organized. Write notes on the person’s business card after your conversation with him or her. This will help jog your memory when you talk to that person in the future.

6. Be sincere about building relationships with the people you network with. Show them that you’re interested in them and what they do.

7. Decide how much time you want to spend with each person you meet. When you reach that limit, move on to someone else. Get to know at least one new person each time you attend a meeting.

8. Be patient. Don’t expect new contacts to become your friends right away. If people get the impression that you only want something from them, they won’t trust you and will shy away from you.

9. Dig for other networking opportunities. Ask people to recommend other meetings that they have attended.

Action After the Meeting is Key

After the meeting, organize the business cards you receive. On each card, write where and when you met the person. Categorize the cards by profession or industry. Flag the cards from the people with whom you want to spend more time right away.

Send a note that says, “It was nice to meet you. If I can ever help you, please let me know.” Clip an article that reminds you of something the person said (the Internet is a great resource) and fax it to him or her with a note that says, “Thought you might be interested in this article.” For instance, I’m often asked about tax saving ideas, so I’ll find an article dealing with that topic.

Refer the person to another contact that could help him or her with a business challenge. People appreciate that.

Additional Marketing Skills

Networking is an essential marketing tool, but there are so many other low-cost ways to find clients. You just need to know how to find the potential clients all around you. Module 4 of the Professional Bookkeeper program teaches you the secrets to quickly find great-paying clients.

Learn How the Marketing Method Taught the Professional Bookkeeper Program Gets You Clients Fast!

Business Card Marketing

"I already have business cards – what else do I need to know?"

That’s a good question. Most people know the basics about business cards. However, there may be some things you’re overlooking.

Business Card Basics

What should your business card include? Here’s a list of the basics:

  • Your business name
  • Description of your business
  • Business address, telephone number and facsimile number
  • Business web site
  • Your own name and qualifications
  • Your job title or a description of your job
  • Your cell phone number
  • Your e-mail address

Beyond the Basics

There are some optional considerations you may want to include if the budget permits:

Quality

There is no need to go for broke with raised printing on your business card as this can be an expensive exercise. The key to a good business card is that it will not only provide all the relevant details to facilitate contact with you but that it will also stand out from other cards and thus color and fonts become an issue.

The Back of the Card

This space need not be entirely wasted as you can include details of the services you offer, helpful hints or some positive quotations. Your business card will set you apart from others.

Your Photo

You’d be amazed how many people will recognize you when your business card incorporates your photo, and don’t worry if you are not a model. You just want them to be able to put a face with your name.

Marketing With Business Cards

How and when do you use your business card? As often as possible!

Your business card is the ideal tool for networking. Whenever you meet a new contact, be sure to give them your business card and ask them for their card. When you’re writing to someone for the first time always attach your business card. This will encourage them to file it away in their business card holder.

It’s appropriate to attach your business card to any newspaper or magazine articles your sending to clients or prospective clients.

The same applies to birthday, congratulations or anniversary and other cards sent to clients or prospective clients.

It’s worth considering attaching your business card when paying your bills – who knows where this could lead.

A legend in the world of realtors, Ralph Roberts, tells the story of tossing 1000 business cards from the stands at a World Series game and being contacted by prospective clients over a 10 year period seeking his assistance in selling their homes. It’s not necessary to go to these lengths to distribute your business card but, without doubt, you will discover your own creative methods to get your most effective personal marketing tool in the hands of the people you would like to be contacting you.

In summary, don’t be bashful about giving or sending your business card and always – but always ensure that you have a large supply of cards with you at all times. Not only will you look more professional, but you’ll feel more professional as well.

Other Marketing Methods that Work

Business card marketing is a great way to find clients. There are so many other low-cost ways to find them as well. You just need to know how to find the potential clients all around you. Module 4 of the Professional Bookkeeper™ program teaches you the secrets to quickly find great-paying clients.

Learn How the Marketing Method Taught the Professional Bookkeeper Program Gets You Clients Fast!

Word of Mouth Marketing

learn accounting and bookkeeping tips, shortcuts, and tricks with our training courseIn this article we discuss word-of-mouth advertising, the best form of marketing for accounting and bookkeeping services.

When I started my accounting practice, I quickly found that the best advertising method was word of mouth. For over ten years, I worked as an accountant for a large corporation. Although I was well thought of, and received several promotions, the opportunity of working for myself seemed more attractive each day.

One day, while talking with a friend and gas station owner, I asked “Who does your accounting?” The friend responded with his accountants name.

“Are you happy with his service?,” I asked.

“In a way, but he never takes time to explain the financial statements to me.”

So, I offered to help him understand his financial position, and was immediately rewarded with my first client. That is all it took.

A week later, I asked another friend who owned a landscaping company who did his books. The second friend responded, “Nobody.”

The second friend continued, “The business is going well, but the IRS and state tax commission are after me for taxes I didn’t know I owed. I’m not sure what to do.”

Again, I offered to help. And again, I was rewarded with a client.

A couple of weeks later, a cousin to the gas station owner called me to ask if I could keep books for his gas station.

Naturally I said “Yes.”

In fact, over the next few weeks there were several similar calls, not to mention that both of my first two clients started expanding their own businesses through “start- ups” and purchases.

It wasn’t long before I found myself busy virtually every evening and weekend. I didn’t mind however, since I was enjoying the interaction with all of my clients. I felt like I was really contributing to their success — a satisfaction that I wasn’t receiving from my full-time job.

That’s when I decided to make the jump, leaving the big company and working out of an office in my own home; a decision I have never regretted.

It can be easy, if you know how

Thousands are having similar experiences like mine, throughout the nation. In fact, research shows that everyday, nearly 8,000 people are starting their own home-based businesses. There’s ample opportunity to enjoy all the benefits of being independent and working out of your home. Freedom can be yours.

Learn Accounting Tips, Tricks, and Shortcuts with Universal's CourseLet me show you a system that works consistently. It will provide you with a needed edge, and reduce much of the anxiety that many people have when they go out to get started:

Start with all of your friends, relatives, and neighbors.

I recommend a professional approach. Send all your friends, relatives and neighbors a letter. This letter should be on personal letterhead, and the envelope should be hand-written. Let them know you are opening an accounting and bookkeeping service.

The most important part of the letter is where you ask for referrals. Let them know that you have a nice way of saying “thank-you.” Then, make sure you follow through.

Ending the letter with a hand-written “P.S.” at the bottom is a nice touch that will surely be read. “P.S. Looking forward to seeing you at the reunion”, or “P.S. Hope all is well in the new job,” should do the trick.

Include two or three of your business cards in the envelope.

Research shows that the average person knows 250 people. (What a network you have to work for you.) You can mail these letters out immediately — all 250 of them. This will get the word out, and very often result in your first clients.

By the way, do not limit the letter to just those that own businesses. Everyone you know ought to receive one of these letters. Remember, your friends have friends too, so your card might be passed around.

To make these letters even more powerful, you might choose to have a party and invite your friends (those who have received the letters) over for refreshments. Or, spend some time making phone calls. Be pleasant, and friendly, always ending the conversation with an announcement that you are starting the business.

Avoid asking them if you may do their accounting. This can be awkward. Instead ask them if they might know of anyone that needs your services. If they do, thank them graciously with a “Thank You” card in the mail. If that person becomes a client, then another thank you card with a gift certificate for dinner or movies would be appropriate.

This is where a web-site will work very well. Simply encourage your friends, neighbors, and family to look at your web-site. If it is professional looking and contains the right message, it will sell your service for you.

PB – Professional Bookkeeper Program
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Training Included:

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Apply your understanding of the core accounting principles to specific industries. You will learn to set up books from scratch, do payroll like a seasoned pro, and much more. — 6 Videos & Manual.See Sample

Advancing your “Account-Ability” — Course Module 3
Sure ways to set up complete bookkeeping systems and manage the books for a variety of more sophisticated industries. — 9 Videos & Manual.See Sample

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Learn the steps to finding paying clients. Start and Grow an accounting practice following a proven program tested and perfected since 1979. — 7 Videos & Manuals.See Sample

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Use networking events to get leads

This article discusses one of the top places to market and sell your accounting and bookkeeping services. The Chamber of Commerce, leads groups, and networking events, are all great places to get in front of other business professionals make yourself known.

How about a power breakfast? I’m not talking about those dry-crunchy-barley breakfasts either. I’m talking about eggs, bacon, and accounting leads from your own sales team. And the best part is your sales staff is working for FREE!

Sound good? Well here’s how it’s done.

Many professions such as accounting, rely on word-of-mouth advertising for leads. These professions recognize that developing a network among other professionals can and will result in expanding their customer base.

To meet this need, networking groups are developed every day, throughout the United States. The purpose of these groups is to create a forum where professionals like ourselves can share leads with one another. Often times, these groups are organized under the Chamber of Commerce, or under the direction of a national organization such as Business Network International.

Within a city there may be dozens of groups (sometimes called chapters) containing 10 to 35 professionals. The best of these groups permit only one person from each profession to become a member of that particular group, thus the need for multiple groups. In other words, as a member of that chapter you would be the only accountant or bookkeeper.

Typically each group will hold meetings once per week (usually in the morning) at a restaurant. In that meeting each member has an opportunity to introduce him or herself and remind the other members what services he or she provides. Usually time is provided wherein each person stands and shares a referral lead with the others attending the meeting. That’s called payday.

Think of it. You’ll have a corps of professionals telling their clients, friends, neighbors, and relatives about you and your services.

Of course, to make it fair you will want to share their names with others, but that’s another great advantage of membership in these groups. You will develop associations with a host of professionals including attorneys, real estate agents, tax preparers, insurance agents, and on and on. Your relationship with these professions will enhance your ability to service the needs of your clients.

There is typically an annual cost, but it is usually less than one month’s billing for an average client so it can be quite affordable.

If you are interested, first contact your local Chamber of Commerce to see if they have organized groups for you to join. If not, ask them if they know of any groups or chapters in your city. If they can’t help you, contact Business Network International, a national organization that has chapters all over the nation. They will provide you with a list of chapters near you. Their toll-free number is (800)825-8286.

This terrific technique is one of many ways that can generate many new clients. I’ve saved some of my best “dynamite” ideas, however, for my course, Start Your Own Successful Bookkeeping and Accounting Service. If you’re not familiar with it, I suggest you look into it. Just go to Getting Started

Other Articles about starting your business:

Selling:

Selling the benefits of your bookkeeping service

Make your first impression count

Five Tips to Strengthen Your Client Presentations

Outsourcing your bookkeeping

Marketing:

Finding Clients near home

Find leads at networking events

Promote your website

The best marketing strategy: word of mouth

Get a new client every week

Trade shows can be a gold mine!

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