subject: Why New Clients Will Almost Always Tell You They Don't Want To Change Cpas Or Tax Perparers! (pt 1) [print this page] Having had experience with Accounting or CPA service prospects, you know it isn't at all that simple to sign them on as new clients. No matter how many experts explain enthusiastically how EASY it is...
...you KNOW it isn't easy.
And you are RIGHT. It is silly to explain away the multitude of problems that you face with a new prospective client. In most cases, that's where the work BEGINS.
With REFERRALS, it can be different. A genuine referral is actively looking for a CPA and you have been highly recommended to him by someone he respects and trust. Usually that someone is already a client of yours.
But apart from these few cases a year, you have your work cut out for you with a basic prospective client.
Most new contacts have a tendency to over-react to a sales situation and pull back. You know, they talk to you for a few moments and then they want to finish the conversation... telling you they will "call you back" - and usually never do.
This withdrawal factor is so predominant in sales that an estimated 90% of contacts end very fast with the prospect pulling back after a question or two... with vague promises to "call back once he has thought about it."
It's a major barrier to your marketing and sales efforts. So, let's take a look at what it actually is and what's the cause of it.
Uncertainty introduced by possibility of change
When a person finds out about some new possibility, he reacts in a funny way. Instead of jumping at it, most people become VERY CAUTIOUS and actually SLOW DOWN and do NOTHING.
It does not matter what the new thing is. The only thing that is required is that it requires commitment ABOVE the level of what is known as the "impulse purchase."
A new kind of sandwich will not make anyone uncertain or worried. It is such a small thing - you buy it on an impulse. A couple of dollars... not a big deal.
Buying a house WILL get most everyone uncertain and worried to a large degree. You'll worry about paying too much, the foundation not being sound - you check and double-check so you won't make some major mistake... well, you know how it is.
The only difference between these two transactions is the SIZE of the commitment. The money, yes - but it's also the commitment. Buy a house and you'll have to spend a long time there. You do it because you want IMPROVEMENT... but what if it turns out to be the opposite? Then you're STUCK with it!
I'm not comparing you to a house - but as decisions go, changing from a CPA to another is an issue of SIMILAR MAGNITUDE for many business owners.
If you look at it from his viewpoint, you'll see that you are asking him to put his BUSINESS in your hands, in a manner of speaking. A CPA is also his confidant and guide. There's a lot at stake - a lot of risks involved. That's how HE sees it.
A house you can have inspected by experts. Real estate transactions have certain legislation that gives some sense of security to the buyer.
But how is the business owner going to have a CPA "inspected?" He has no way of evaluating your professional skills and expertise - and he doesn't have anyone to turn to.
Sure - there are rules of professional conduct, you have a license... but I'm not talking "logical" here - I'm talking "prospect's fears and ignorance of accountancy."
Like it or not, that's what you'll be judged by. You have to find ways to still those fears and install trust in his mind.
by: Michael Brier
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