Do as you would be done by….

One accountant I know advertises his services using what I think is a pretty good message.

He suggests to recipients of his ad that if they do their own tax return it probably costs them far more than they realise. More in terms of the opportunity cost of their time, the hassle, worry and the prospect of making mistakes.

In other words he’s advocating the reasons to use a professional. And he’s right of course.

On the other hand I noticed the same accountant plans to run his own telemarketing campaign. He may have a good reason for doing this but it seems like a big risk to me.   It seems he’s going to use untrained staff to make calls, using a script/approach that hasn’t been checked by anyone who understands what works and what doesn’t work when it comes to telemarketing.

Perhaps he has had a bad experience with previous attempts using so-called professional telemarketers. Perhaps they did not have the requiste experience, perhaps the offering was wrong, perhaps the follow up was inadequate, perhaps the pre-meeting confirmation with prospects was lacking, perhaps the accountant needs to develop better ‘closing’ skills. There could be all manner of things to tweak or test.

I suspect that the outcome of a DIY approach to telemarketing will probably cost the accountant far more than they realise. More in terms of the opportunity cost of their time, the hassle, worry and the prospect of making mistakes.

Imagine if someone who has had a bad experience with an accountant decided that all accountants were rubbish and decided to attempt to save money and to complete their own tax returns in future…..

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By |2009-12-15T17:42:47+00:00December 15th, 2009|Accountants, Business messaging and branding, Productivity, STANDING OUT|

About the Author:

Mark Lee FCA is an accountancy focused futurist, influencer, speaker, mentor, author and debunker.

4 Comments

  1. Shaun Gisbourne 16th December 2009 at 6:47 pm - Reply

    What appears to be happening here Mark is that the accountant in question is having a hard time pin-pointing where his greatest difficulty lies:

    Using people to make phone calls to represent your business in cannon-fodder fashion without agreeing on a call approach is akin to commercial suicide. The accountant needs to recognise this is his professional credibility that he’s putting on the line and be specific about:

    – For whom he does his most outstanding work
    – The sector(s) of business his clients are in
    – The geographical area he operates in
    – The precise problems, issues, concerns or situations he’s resolving for them and how these originated.

    In other words, getting a precise handle on why people should use him. Only after getting this fundamental information ascertained should he embark on creating a simple call opening with a telemarketing professional. Even outsourcing has
    to be a collaborative effort to be a success sometimes and this is true of telemarketing where you place someone new at the front line of your business. Defining who does what is also vital, such as who sends emails and how many call attempts should be made to each organisation he wishes to research and speak to.

    Pulling no punches, if this man organised his accounting services in the same way he’s organising telemarketing for his business then would you be recommending him?

  2. Rob 22nd December 2009 at 1:52 pm - Reply

    Totally agree, people seem so reluctant to hear the professional advice that is often give to them.

    I would want to trust a professional to market my business in the same way I wouldnt get an accountant to fix my car, or build my house.

  3. Dave 5th January 2010 at 1:37 pm - Reply

    I agree with the comment by Rob, although it is not impossible for an accountant to fix a car, or build a house, or run a telemarketing campaign (there is so much information available online these days that almost any task can be tackled by anyone) the huge difference is experience. An experienced mechanic, builder or telemarketer will often be be able to identify and solve a potential problem in their work due to experience alone. Another huge problem of running a telemarketing campaign in-house is surely motivation – I’m sure it’s different being a telemarketer in a huge call-centre buzzing with activity than being stuck in the back office of an accountants practice.

  4. accountants in durham 18th October 2011 at 4:14 pm - Reply

    I would be very reluctant to run a telemarketing campaign myself. In my opinion it gives the wrong impression and is likely to annoy potential clients rather than win their business.

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