Question

Topic: Other

Accounting Firm At Business Expo - Needs Help

Posted by Anonymous on 9/17/2009 at 12:14 PM ET 250 Points
With a not very exciting service to sell - but yet very important- my CPAs firm and business consultants are lacking the creative drive that is needed to draw those attending the business expo by our booth.

Our theme is "We build relationships" and this expo is the second week of October.

We offer a full range of services including individual and corp. tax returns, business valuations, a full service payroll, bookkeeping, IT support and non-profit "backdoor" services.

This is a full day event that will have all different types of people in the community visiting. We are a B2B firm so this limits who we are actually trying to sell to, business owners.

Any ideas on how we can professionally present ourselves, but yet have fun and stir up some interest that will lead to more business?
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RESPONSES

  • Posted on 9/17/2009 at 2:12 PM Accepted
    Some thoughts that may help...

    Accounting is basically a Zero Sum business, i.e. If you gain a new client, chances are another accounting firm will have lost a client. Therefore; whether you realize this or not, your job is to woo clients away from their current firm.

    So, how would we do this? By establishing in the prospect's mind our clear superiority with their current firm. The factor you have going for you is that practically all firms are in some way dissatisfied with their current vendor.

    Very few will object to saving money on taxes. Perhaps offer a free "broad brush" review as to their current tax returns, highlighting areas in which you feel their current firm has fallen short. Perhaps some of their income could be "Characterized" differently? Whatever... You're the accountants.

    And, OF COURSE, while they're at your booth, get them to register for a drawing of SOMETHING of great perceived value. The names and contact info are a GREAT list of "qualified prospects". FOLLOW UP on these.

    Hope this helps...

  • Posted by melissa.paulik on 9/21/2009 at 5:40 PM Accepted
    This probably isn't the type of feedback you're looking for but your theme isn't all that compelling for the service you're selling. Do your clients want you to build relationships for them? Or, are they looking for something else like expertise.

    How about a theme like "we're dull, but we're worth it." Then, have everyone dress up like accountants with green shades and glasses. Or, maybe a theme of "you won't know how much you needed us until it's too late." Or, one more - "The business partner you never knew you had."

    OK, maybe none of those will fly, but it's not easy brainstorming by myself. I'd suggest working on that theme and don't be afraid to be a little silly while you're in the creative phase. You never know what you'll come up with.

    Melissa
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