Ideas for profitable
communication
by Baruch ter Wal

‘When’ is the new ‘What’ [part I]

What you tell a prospective client is important. But timing is everything. If they are not in a receptive frame of mind, you’ve wasted your breath (or dollars).

Most people are loyal to their mediocre accountants. And switching accountants feels like a pain. The only times that they are going to be especially susceptible to marketing from a new accountant are:

• After a major screw up
• When starting a new business
• At the start of a new financial year

A good accountant should point out the screw ups that mediocre accountants are prey to. She should appeal to entrepreneurs, and she should be ramping up her marketing at key times in the financial calendar.

When are your prospects going to be receptive? What will they be doing at that time? Where?

You need to find the answers to those questions. When you do, it will dramatically change your pitch.