With a hat like that Vince, who needs marketing ;oP

"Love it. Vince with his company in his signature doesn't market himself."

Yes, but... Soft Rock Software

Last I checked, this was a bookkeeping forum and the question was aimed at bookkeepers marketing their bookkeeping services.

In fact, if you were to find your way to my website, the place bookkeeping is mentioned is on the services page, where it says:

"Through Soft Rock Software, I am able to provide a number of services, from bookkeeping and accounting support, IT support and training, and software development. Prices are negotiable according to the service provided and nature and urgency of the work being undertaken.

However, at the present time I am unable to commit to any new work because my current workload means little or no spare time for anything else."

It has pretty much said that for as long as that page has existed, and it only exists at all because at some point in the dim and distant past one of my clients said "You should advertise this sort of work on your website" - so I started, slotted the page in place, and then couldn't be bothered to actually write any real content for it.

The bottom line is that I don't put any effort whatsoever into trying to drum up bookkeeping work* - I never have done. The work has just come my way regardless, all through word of mouth, and often when I don't want it to. (But when it does, I accept it because I don't like saying "no" to potential money.)

*I suppose you can argue that the very act of posting here is to market my services, but I simply see it as trying to help others. (And who knows, maybe one day I'll want help in much the same way). And I did 'nod' towards the concept of marketing by adding myself to the network find a bookkeeper thingammy. But as a general rule, all I ever actively promote is my software.

(Which I currently give away for free anyway - but I do have a cunning plan that will make me my first million fifty quid.)

"With a hat like that Vince, who needs marketing ;oP"

So true, so true. ;)

How I have got my clients

Referrals                  16     (19%)

Local Magazine          7      (8%)

Relation                     1       (1%)

Flyer                          4        (5%)

Telemarketing           4         (5%)

Internet                  14         (17%)

Gumtree                    2         (2%)

Mailshot                  27          (33%)

Servicestart              2           (2%)

Training Courses      6            (8%)

Total                        83

 

First time I have actually sat down and sorted it out but clear that my clients have come from three main sources;  mailshots, referrals and internet accounting for 69% of my total clients.  If you were to ask me before I summarised i would have said that that was my 3 main sources of client.

But as you can see my clients come from all different sources and it is just a case of seeing what works for you.

Mark

 

 

Hi Stephen,

Who is your target market?

Kris

stephen72 wrote:

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I am targeting plumbers and heating engineers and joiners in the local area

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 I find those a very difficult market and have to some extent (from experience) pigeon holed them as a group likely to try saving a few bob by getting 'er indoors to do the bookkeeping as "its just adding up a few figures".

Of course, they lose money by not knowing what they can claim, getting fined for late / incorrect returns etc. but you will find it difficult to convince them of the fact that they are saving pennies and losing pounds.

Considering the above I personally don't actively pursue that market but would not turn them away if they came to me.

Similar story with freelance Taxi drivers.

Hey guys!

Wow! I have been away busy today, but what a great response to come back to!!

Kris - I love the telemarketer idea! Must look into that.

Stephen - I too have been targeting local tradesmen with a specialised leaflet.. I did get 3 jobs from one morning of face to face "schmoozing" at trade counters, so not bad for £25 of leaflets!

Mark - you are so impressive with your breakdown.. how did you work that one out? Manually??? How are you making your website so effective?

Shamus - taxi drivers - I hear ya footsteps a-running and I join you!!

Hi Amanda

Wow 58% local business magazine... that's incredible!?!

B******s to that get in there. Nothing like a good bit of competition! There is competition in the one that I am in but to be honest its never bothered me, when someone rings me up its important to have a good friendly telephone manner, ( was in telesales for a long time), and then arrange a meeting and go in for the kill. (if you know what I mean). Thing is you win some and lose some. I lost a really good one last year due to it all going in house and being miles away from me so I couldn't go anyway, and I have got rid of a few dodgy ones. I still have one that I would like to get rid off but to be honest although his stuff was a pain in the bum to do (lack of paperwork) he did pay on time last time so really couldn't tell him to P*** off!

I changed area last year for the mag and did another one of their mags and that's when I hit with my biggest client, so definately worth the money for the 6 months advertising. Now back in the local one and I am meeting up with a new start up in July from that one. Also trying out a new area that's about 6 miles away which is a very nice area, so far only been in the mag twice so no calls yet but I am hoping that that one may pull in some business in the next 6 months. That one will take time as its a new area for the mag as well.

So go for it girl!

Good Luck.

Thank you Mark,

This is a hard to find key :) Any hint ?
I will try to google and find out more.

Have a lovely evening !

Adrian

Amanda wrote:

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Mark - do you follow up your Mailshot clients, what I mean do you individually send letters to a list of say Electricians off the net and then follow those letters up with a phone call or a 2nd letter?

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No just one letter sent without any follow up call or 2nd letter.

Key is identifying who and when to send letter as said above.

I assume that must be a source that provides information about people that have just started their businesses and they urgently need accountancy services or they have just received something like a warning from hmrc in order to complete a tax return or to deal with something.

I remember how the insurance companies use to better sell their services on a street where a house was on fire. :)
Could be one of the mechanism.
I think people do nothing until they get fined or something happen.

Wish you all a nice Saturday ! :)

Adrian

Adrian99 wrote:

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nobody will want a bookkeeper unless they really need one

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I don't think this is at all true.  I think we are just really bad at selling it to them. The challenge is to help people realise that not only do they really need a bookkeeper, but that they really need you.  People generally don't know what they need or want, that's why companies spend billions on advertising.  They convince people that they need their products or services.  This is something that traditionally our industry has been really bad at.  With increasing numbers of bookkeepers over the past few years I think to survive we need to give things a bit of a shake.

You need to decide on a market to target, a scattergun approach wont work unless you're lucky (but how do you replicate that luck?).  Once you've decided on the target market you need to speak to those in it, find out what their issues are.  Put yourself in their place, what are the problems they face?

Once you know the issues it'll be easier to package your services in the right way to resolve these.  You'll also know the price points to aim for.  If you sell the same basket of services in the same way as every other bookkeeper the only thing which separates you is price.  That is when it becomes a race to the bottom.  Once you stand apart and find some other way to separate yourself from the crowd you'll no longer be competing for a few pounds an hour.

Kris

-- Edited by kjmcculloch83 on Monday 3rd of June 2013 03:10:37 PM

I have spoked with some sole traders: e.g. electrician and builder and they had the same opinion.
I hope it is not every sole trader opinion though ... if this is the case, maybe companies could be the target.

Have a good week everybody.
Adrian

My response:
1. correct analyse of expenses and expenses advice
2. income and expenditure report
3. advice on allowances AIA, WDA, balancing allowance, charge

What else has worked on making the client say "Yes" ?

Cheers


Adrian

This sounds very good.
But how do I put it in practice ?

Many thanks Kris,
The plan sounds great.
Just to get the all thing right, could you just give me an example of a market that you have choose, a problem and a solution.

Many thanks,

Adrian

That's a good one Kris, I am about to start that with one of my current clients in a few weeks time, as they have had issues with credit control and still do. They have now got a letter drafted up regarding collecting their money and I suggested putting my name on the bottom of it as it then makes them look more serious if their client thinks they have outsourced it or even got a finance department. It should work well when we start it and hopefully it will make a big difference.

I agree that some of the small tradesman have problems sending out their invoices. I have one who is the exception to the rule and he is very good at sending out the invoices and chasing his money, so I don't get involved in any of that part of it.

I find a lot of tradesman have just got really bad habits and like to muddle on, it's up to us to persuade them otherwise, its easier to do that once you are face to face. I always suggest to them if they are really bad, to put a shoe box in their van and then put all their fuel receipts in it, as I then tell them if they don't do it they won't be able to get the VAT back on it, NO receipt, NO VAT, (thats if they are VAT reg), they soon do as they are told then!

HTH

Thank you Chris, Amanda and Mark.

This really sounds good !
If I were a joiner I would definitely sign for the solution as this will save loads of time.
But would they afford to pay the bookkeeper for all this work ?

Cheers

Adrian

Thank you Kris, this is a great idea.
How much it will be the charge for "do it all" package for a small business like a self employed joiner ?
and How is this calculated: Is it % of their turnover or fixed fee or both ?

I hope I am not going to far on this one,

Have a lovely day :)

Adrian

Thank you Amanda,

This was also my general feeling after visiting some bookkeeping websites.
How much it`s the annual bookkeeping charge for everything including tax return for a small sole trader ?

Thank you,

Adrian

Thank you Amanda,


Have a sunny day :)

Adrian

Hello there everyone :)

I've been really busy this last few days, but have been keeping an eye on this thread. Its a a great read!

Kris, I have taken a leaf from your journal and am looking for a telemarketer! I am great at chatting with people, but just hate the cold call... fingers crossed that it will be I who can give out some great advice on this subject soon!