Cold Calling Small Businesses: A Feasibility Analysis for Accountants
Doesn't sound like the best use of your time. But it is a form of marketing, so you can test it. Expect some challenges if you cold call: getting to the owner or decision maker, especially without an appointment. Overcoming the 'I have a bookkeeper' or 'I already have a CPA' is another hurdle. Wondering BF what makes you different from any other CPA. Asking how much you charge, tempting them to buy on price alone, and appearing desperate are additional obstacles.
Building a Structured and Organized Marketing System
Just as accounting is a structured and organized event, so is marketing. It starts with research to know your ideal client profile. Do you have a niche? Do you specialize? You should. If I were a dentist, I would want a CPA who specializes in that field. You have to be able to answer the question in every prospect’s mind: Why of all the CPA's in the world should I buy your services?
Hard to do that without a system. And even worse as a cold call. Have you tried Chamber of Commerce membership and leads groups? What about your website? All these questions are part of a marketing system. If you are a great sales person, try it. But I doubt you will get one out of a hundred. Hope I'm wrong!
Alternative Marketing Strategies for Accountants
Chamber of Commerce Membership: One effective strategy is joining the local Chamber of Commerce. This can provide you with a steady stream of leads and networking opportunities. Many small business owners are active members of their local Chamber, and membership can give you access to valuable business directories and events. Use these resources to reach out to potential clients in a more organized and less imposing manner.
Leads Groups: Another option is to attend or start a leads group. These informal gatherings can be a great way to connect with other professionals in the accounting and financial services industry. You can share knowledge, exchange business cards, and even cold call more effectively during these meetings. The key is to build genuine relationships and provide value to your network.
Website and Online Presence: A well-optimized website is essential for any modern business, including accounting firms. Visitors should be able to easily find your services, understand the value you bring, and contact you for more information. Use keywords strategically, include testimonials from satisfied clients, and ensure your site is mobile-friendly. Utilize social media platforms to connect with potential clients and share valuable content related to your services.
Conclusion
While cold calling small businesses can be challenging, it is still a viable marketing strategy. However, to increase your chances of success, it's important to build a structured and organized marketing system. This includes identifying your ideal client profile, specializing in a particular niche, and utilizing effective tactics such as Chamber of Commerce membership, leads groups, and a strong online presence.
By investing time and effort into these strategies, you can build a pipeline of potential clients and grow your business in a more sustainable and effective manner. Success in the accounting industry requires a mix of skill, knowledge, and a well-thought-out marketing approach. Don't underestimate the power of networking and genuine relationships in the business world.