Introduction to the Top 10 Series
This is the first in a series of industry specific marketing tips. This time we take a look accountancy and the ways you can effectively grow your business. Ten separate blogs will take on one each of our 10 key marketing objectives in turn. Below is Tip 4 on going from a connection to sharing needs. See our earlier blog on growing your database. Tip 5 will be published soon.
Tip 4 – Build trust and educate
Ready or not?
Whether it happens quickly or more slowly, at some stage your prospect will be ready for your service offering. If you’ve done a good job of staying in touch and nurturing the relationship, they’ll come to you and let you know. But it’s worth assuming that they won’t!
Unfortunately, people don’t always recognise their upcoming needs in time to discuss them without pressure. You may need to be pro-active and shine a light on their situation.
How to shine a light on the buying need
Effective marketing communications here will consider the following:
- Which needs-based questions should I ask to help the prospect identify their current situation, requirements and options?
- What information-giving messages would help direct them forwards to address their situation in the context of our business services?
For example: The end of year tax deadline is only 12 days away (information), if you haven’t sent your accountant the paperwork yet it’s a good time to do so! (call to action)
Most of the clients we have who use our accounting services, also have a number of staff and could benefit from our payroll and HR support services, could you? (educate on service mix and parity of other clients making use of them all). If so, here’s how to get in touch… (Call to action).
Stage your messages and stay ahead
Both of the above examples are one hit messages, but they could be delivered in stages to make the approach softer. In a consultative or advisory business such as accounting, this stage may require more than one set of messages. Indeed the gathering and sharing of information does not have to be done all at once but can be done gradually via distant messaging or more direct methods such as phone or in person. It may sound like a lot of work anticipating their needs, but by staying in contact and knowing the right questions to ask, you’re more likely to be ahead of the game.