Why You Need An Accounting Sales PitchTax Professionals' Resource
November 7, 2012 — 1,744 views
Why You Need An Accounting Sales Pitch
Marketing, the course of action that is followed for the purpose of generating sales, is necessary for the success of any business. Not only do businesses have to make the availability of their products or services known, they must explain, describe and generate an interest in those products or services. The marketing of the services of an accounting firm is no different.
Whether by design or happenstance, accountants and tax preparers are famous for not being famous. They are in the background or more often in the back room keeping businesses alive and well.
These firms seldom advertise their services; in fact, some state laws prohibit professionals from advertising. Most new business is generated through references made by current customers. Between January and April of each year, accountants and tax preparers are the most sought-after people anywhere. The remainder of the year, they are invisible.
Most accounting or tax preparation firms are quite similar, offering the same standard services as other firms that are the same basic size. Federal mandates on productivity closely govern the finished product created by accountants and tax preparers. For these reasons, accounting firms must develop a “pitch” that can carry forth interesting aspects about the company, its personnel and any additional and memorable tidbits of information that could distinguish this company from others and attract potential customers.
In most cases, when an agency or business is in need of accounting services, rather than requesting “bids”, businesses request “proposals.” However detailed and informative these proposals may be, they do not contain the personal touch that in many cases is necessary to secure a contractual agreement.
When professional proposals are reviewed by the requesting company, the most outstanding groups are allowed an audience with the hiring agency. At this point, a sales pitch is necessary to emphasize more than merely the qualifications of personnel. Being allowed to personally address a potential client affords a perfect opportunity for the “professional business” to market services.
From time to time, accountants are requested to address business meetings such as Chambers of Commerce, business owners’ breakfasts or charity fund raisers. These are perfect times for accountants to ease in subtle hints concerning their particular firm and the services they make available. Also, involvement with the activities and interests of the community can help establish an awareness of the existence of the company.
Marketing for this type of business means selling yourself. Accountants and tax preparers must put extra effort into making the public aware of their existence and the outstanding value of the services they provide.