That’s why it’s important that we keep an eye on our marketing efforts, even in busy times, so business is always moving in the right direction – growing and attracting more clients.

To that end, I’ve become an avid student of marketing methods and even psychology. In truth though, like many freelance bookkeepers and QuickBooks consultants, I hate playing the role of sales person. But I do love to help people. So I’m always looking for great ways to market my business that focus on helping people, and having fun in the process.

That’s why I enjoy watching a weekly web TV show (something we will see more and more of this year, by the way) put on by Andrew Lock, an Internet marketer who likes to help all kinds of small businesses learn how to effectively use marketing strategies and tactics, both online and offline. His show is called, “Help! My Business Sucks!”

Catchy title, huh?

In a recent episode I found two golden nuggets that are especially important for attracting prospects to our kind of business.

1.  The importance of communicating clearly what you have to offer.

Our services are intangible and people often misunderstand what it is we actually do. This causes them to undervalue our services.

Our best solution is to educate our prospects. This can be done with your website, a brochure you provide about your business, or even in one-on-one conversations while networking.

Here’s the formula for effectively educating your prospects:

• Use a one-line statement to clearly communicate what you provide from a big picture standpoint.
  .

Include a specific benefit, wherever possible. For example:

“ABC Bookkeeping will bring your books up to date so you can manage your business profitably, and minimize your tax bill”
.

• Give examples of all the problems you solve. This demonstrates the value of having a professional bookkeeper and helps them envision how your services benefit them personally.
  .

People think in terms of solutions (results) not in terms of tasks. So it is not necessary to list off the accounting function you know how to do. This has little practical value to your clients. Don’t speak your language, speak theirs. They want to know whether you can solve their problems.

2.  Use a limit to helps people make a decision more quickly.

The video gave the example of how Disney does this with how they sell videos of their classic movies. They periodically offer them for only a limited time, and then pull the videos off the market. They do this to create urgency for buying.

This marketing method is known as “scarcity” and is a powerful tool for helping people to make decisions quickly. When someone says they want to “think about it” and make their decision later, 9 times out of 10, they will not buy. Procrastination kills sales.

The famous book among marketers, Influence: Science and Practice by Robert Cialdini, includes scarcity as one of the 7 most powerful factors when it comes to influencing people.

Unfortunately, it is commonly misused by manipulative marketers, and we are all pretty jaded because of it. But used sincerely and ethically, scarcity can nudge a prospective client in the right direction.

The two usual ways to create urgency are…

• limited time
• limited quantity

By adding some kind of special time or quantity limit to the services you offer, you encourage potential clients to make a decision more quickly and not procrastinate. And as we know with bookkeeping, clients just love to put if off. Of course, that only hurts their business! So giving them a nudge to engage your services is actually beneficial for them too.

Give a real reason for limiting your services, such as, “We can only accept five more clients until April 15th due to high demand for tax season deadlines” and you will automatically attract more business.

It’s a psychological thing. None of us wants to miss out on an important opportunity.

The caution here is to not use scarcity with negativity. Encourage action in a positive way so clients are benefited positively by working with you. Scarcity does not mean using scare tactics to bring in more sales.

There are several ways to use these golden nuggets in your bookkeeping business, with much success. In fact, in my brand new Cash Flow Mastery course, there is an entire lesson devoted to specifically putting these principles to work at pulling in more sales on demand.

Sadly, most bookkeeping services I’ve seen don’t pay much attention to their marketing efforts. That’s why they struggle. But you can make yourself stand far above your competition when you learn how to communicate clearly the benefits of your services. Show your clients why they need you now with a limited offer of some kind, and you will become irresistable.

Hmmm. The irresistable bookkeeper. Has a nice ring to it, don’t you think?

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Recommended Resources

Referenced episode of “Help! My Business Sucks” – Episode #91

Cash Flow Mastery – online training for cash-crunched entrepreneurs

Influence: Science and Practice by Robert Cialdini

Technology is moving quickly, and since the vast majority of freelance bookkeepers perform their services using a computer (as opposed to manually with pencil and ledger paper), this is important to understand  and prepare for, because it’s coming fast. In fact, it’s already here!

What Is It?

In reality, you are probably already using cloud computing yourself, if not using it with your clients.

Here’s a simple definition: “The term cloud is used as a metaphor for the Internet…Typical cloud computing providers deliver common business applications online which are accessed from a web browser, while the software and data are stored on servers.”  (If you’re the techie type, you can read all the gory details on wikipedia.org)

In practical terms, this means software applications that are web-based are what’s known as a SaaS (software as a service) and/or virtualization. QuickBooks Online Edition is an example of a paid SaaS, and Gmail is an example of a free online application.

Here’s a 5-minute video that explains how cloud computing works.

How Does This Affect You?

We’re going to see more and more “cloud” software and services everywhere, and for good reason. More and more people are working together virtually, whether they are physically located across town, or across the globe.

Having anytime access to vital software applications is not only convenient, it is especially practical for business owners who do a lot of traveling. They can work on cloud-based software from any computer with Internet access. This is more productive and efficient. It is also a great way for you to work with your clients when keeping their books.

But it’s not without it’s downside too.

Cloud Resistance

When first introduced to the concept of using a bookkeeping program (such as QuickBooks) as an online service or on a hosted server in the clouds, most small business owners are initially afraid. They fear that their sensitive financial data is not safe and secure if it is residing “out there somewhere” on the Internet.

While care should be taken when choosing an application hosting service (when using QuickBooks desktop softare on a virtual server), generally speaking, hosted applications are far more secure than what our clients currently have in place on their own in-house computers.

Some clients are comfortable moving forward with new technology. Some will resist it for years to come.

What To Do About It

There are opportunities to be pursued, depending on how you want to position your business and the clients you want to serve. Cloud computing will continue to grow. Decide on how you will provide your bookkeeing services, and then pursue the clients who are in sync with your business goals.

Here are a couple choices:

1. Embrace the new technology and work virtually (or more virtually) with your clients.

If you’re not already working with clients on a virtual basis, but instead, are shlepping to their office to work on their computer to get the books done, you will find that you will become much more productive working from your own office. You save time and travel expenses, and you can serve more clients in a day or week than you can if you work on-site.

You may also be able to raise your rates, as you act as consultant and guide your clients on how to work more efficiently and conveniently by not only using QuickBooks (or other bookkeeping application) in a hosted environment, but also other key business applications if they have workers who are telecommuters or physically located elsewhere. You’ll be educating your clients on how taking advantage of cloud technology reduces costs and increases productivity in a convenient way. That’s a valuable service you can charge for.

(Can you guess which side of the cloud I’m on? )

2. Stick with the “old fashioned” way, and specialize in what is most comfortable for less tech-savvy clients.

There is a significant segment of the small business market (mostly small mom and pop type clients) that is rather leary of new technology and will not want to have their financial records anywhere else except “safely” in their own office.

By catering specifically to that type of client, you can build your business quite easily, since there will always be some who will prefer the lower tech option and the relationship-building face-to-face service provider.

Make Your Choice And Run With It

Providing bookkeeping services through the Internet is only going to expand and grow with time, as more and more small businesses will become dependent on the clouds to handle more and more operations.

You just need to decide how much you want to get involved and be ready to seize the opportunities that emerge either way. There are plenty of opportunities to go around. You just need to pick one and run with it.

So tell me, will YOU be taking your business to the clouds?

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Recommended Resources:

QuickBooks Online Edition – not as robust as the QuickBooks desktop software, but useful for virtual businesses that have multiple users who need real-time access from remote locations (including a bookkeeper).

Right Networks – secure and stable application hosting service QuickBooks and other “off the shelf” desktop software applications

So how does one build the kind of relationships that grow a strong bookkeeping practice? There are many ways. Of course, face-to-face, as well as online networking are key. But the vast majority of would-be networking bookkeepers make a BIG mistake and are wasting their time.

They aren’t getting results because they fail to follow-up!

If you’re serious about building your freelance bookkeeping business in 2010, make sure you follow-up with the people you meet at business mixers and seminars, or meet through online discussions.

One of the most effective, convenient and economical way to follow up with all of your business relationships (prospects, clients and strategic alliances alike) is simply through email.

Big surprise, huh?

When it comes to following up with prospects and referral partners, in fact, email is almost expected. Depending on whom you’re networking with, many small businesses no longer even bother to list their mailing address on their business cards – only their email address and phone number. Electronic contact has become the norm.

Yet as easy as it is, I am amazed at how many times I’ve met people at seminars or networking situations where we really connect, yet I never hear from them again. Has that happened to you?

Of course, email works both ways. I find in my own case, I may have a fistful of business cards of folks I intend on staying in touch with after connecting in person, yet time can pass quickly, and then it feels a bit awkward to send an email. Will they even remember who I am?

That’s why now I make the goal of contacting new prospects and alliances within only a couple days of returning to the office. It becomes a priority on my daily list. I also keep the first email short and sweet.

Of course, it can be more of a challenge if there is nothing specific to talk about in the email other than, “Hey, it was great to meet you and let’s stay in touch.” It’s a bit easier if there’s a more specific purpose for the message. So I try to ask a question based on what we spoke about when we first met. The idea is to continue the conversation and have a reason to stay in touch.

And that’s the point. The true value of using email is to build a relationship. And relationships are what will keep referrals coming your way.

A Word of Caution

The temptation in email, especially on a business level, is to attempt to get immediate business and directly sell your services. Be careful with that. It can end the relationship in a hurry if your in-person encounter had more of a social tone and business discussions were indirect. Keep your messages on that same level as your initial contact until you know each other better.

On the other hand, if the people you meet showed an interest in learning more about your bookkeeping services specifically for their own business, then by all means, arrange a phone call or follow-up meeting to take the conversation to the next level. Use your discernment here as to how hard or soft to sell, just don’t lose site of your objective – to build a relationship first. If you do it right, the referrals will follow.

Another way I’ve seen people use email as a follow-up tool from networking events is to add everyone they’ve met to their email newsletter list. While this may seem like a good idea, be very careful with it!

If you send out regular sales messages or newsletters via email, unless the recipients specifically asked to be put on your emailing list, you may be breaking the law! The FTC provides guidance on how “The CAN-SPAM Act” applies to sending out commercial email messages. Even if you are a sole freelancer, these laws apply to you too.

A better procedure would be to follow-up personally one person at a time via email after a networking event. Let them know about your online newsletter and ask them if they’d like to receive your messages. Giving them a choice not only puts you in compliance with the law, it shows respect and further nurtures the relationship.

How to Use Email to Get the Best Results

While email is a communication tool that can be very effective in building your business, it takes time to see results.

One email will not bring you a flood of new clients. As in any type of relationship, communication must be maintained on a regular basis, otherwise the relationship will eventually die. So be sure to stay in touch with the best contacts you have on a consistent basis.

As mentioned in the book, “Successful Email Marketing Strategies,” email marketing is more like farming than hunting. You are not trying to capture new clients, but grow them from your consistent efforts over time. If you stick with it, you will reap a healthy network of contacts that will send you a crop of new clients almost automatically over time.

Next Steps

While sending personal email messages one at a time can be effective, as your network grows, it can also become very time consuming. That’s why I do recommend having your own email newsletter or other way to stay in touch with all or groups of your contacts all at once in an automated way.

I’ve seen many small businesses simply attempt to do this using Outlook or their email address book. This is not the best way to do it, and can ultimately become a nightmare. An email service is a better way to handle this chore easily, economically and legally.

But there is a lot more to effectively using automated email marketing to really ramp-up your business relationships. And there’s lots of questions about best practices in this area too, to save time and frustration with the technical side of it all.

That’s why I’m going to be attending a webinar being held live next week by Ely Delaney of My Business Marketing Mentor. I know Ely personally (we met at a business seminar!) and he is an excellent teacher and quite passionate about automating as much as possible…instead of doing everything manually. That’s my weakness, so I know he’ll have some great tips, tricks and techniques to share for getting more done with less.

If you’d like to join me in attending this training, I’ve added a link to the sign-up page in the Resources section below. But be warned, this is a small online class with only 50 slots available (I’m not sure how many are already taken). So I’ve already signed up because I know it will sell out fast. It’s happening next Tuesday, December 29th at 5:00 PM Eastern Time.

In any case, start using email as your primary follow-up tool to build your referral network, and you will create a solid foundation for growing your freelance bookkeeping practice for years to come.

===============================================================

Please Note:  Some of the links in this post are affiliate links and I may be compensated for my recommendations. However, I will never recommend anything that I don’t personally believe in or use in my own business. Your questions and feedback are invited.

===============================================================

Resources:

Automated Email Marketing Systems webinar (Tuesday, December 29 at 5:00PM-Eastern Time)

The Complete Guide to E-mail Marketing: How to Create Successful, Spam-free Campaigns to Reach Your Target Audience and Increase Sales – recommended reading

Aweber – the email list management service I use (and love)

What’s it all about?

“The original FTC act ‘prohibits deceptive and unfair acts or practices in commerce and misleading advertising of drugs, foods, cosmetics, devices and services,’ and these prohibilitions apply online and offline,” explains Richard Cleland, Assistant Director of the FTC Advertising Practices Division in a recent online interview.

The new guidelines expand on how the regulations apply to online marketing. With the ease in posting recommendations for third party products and services, such as using Amazon affiliate links, this change affects nearly everyone who has any kind of commercial dealings on the Web.

In which situations does it apply?

Specifically, the new rules apply to anyone who posts on a blog or website using affiliate links or where customer testimonials are used to sell a product or service. Any kind of reviews or recommendations online where compensation is involved are also included.

The fact that there is compensation involved now must be plainly disclosed. Where testimonials are involved, average customer results must be disclosed. It is no longer adequate to state that “your results may vary,” as has commonly been done by many.

What to do next

Since the new regulations go into effect next week, if you have a website where you use testimonials or affiliate links, you should figure out what needs to be revised on your blog(s) and/or website(s) to bring them into compliance and avoid getting snagged by the authorities. You may also have to change the way you post information with commercial connections on Facebook, Twitter and LinkedIn.

The rub is, the new guidelins are not especially clear on how they specifically apply to some situations. So the best advice is to check out the information available on the FTC website itself. I’ve also included additional resources below, including an interview just released this week by online business expert, Jim Edwards, and FTC official, Richard Cleland, which includes real life examples of online advertising and how the requirements for disclosure apply.

.

Resources

The official FTC guidelines that take effect on December 1st.

Jim Edwards interviews FTC Official for clarification of the new guidelines

Interpretation of FTC guidelines by an Internet lawyer

How to use the new guidelines to your advantage with testimonials

Have you heard all the hype about using social media to market your business online? How much of it is hot air and how much of it is true? Is it worth the time (because that’s what it really costs) to get out and mingle online?

These are questions I’ve been investigating myself. And this video is something that got me to start paying closer attention.

Social media is definitely not a fad – but how can we use it to help grow our client base as freelance bookkeepers?

First, we must remember that the basis of social networking is relationships. It’s about connecting with people, not selling your services directly. It’s attractive because it’s social and interactive, not to mention fun. It’s about everyday life and connection.

The reason that social networking does makes sense from a business standpoint, however, is that wherever people tend to gather, conversation often turns to asking for recommendations when in need of products or service…or discussing what’s new, what’s been happening at work and at play, including unsolicited testimonials about products and services. Social media fosters powerful word-of-mouth referrals in a natural, softer sell platform.

Careful! It’s a Double-Edged Sword

While everyone loves to buy, they hate in-your-face sales pitches. That’s a no-no in social networking. They also don’t like to be manipulated. So if you try to work the system, the smell of sleaze will come through and hurt your reputation big time. And of course, negative gossip spreads like wildfire online!  So don’t give them a reason to spread the wrong message about you.

To make social networking work in favor of your business, you have to be a real person and build real relationships. If you hate the direct approach to selling your services, however, then this is music to your ears.

All you need to do is be conversational and enthusiastic in a genuine way about what you do and what your company has to offer. The idea is to attract clients and prospect. Not to sell directly to them. Telling stories about how you’ve been helping others is a great way to do this. (Just make sure you don’t disclose anything confidential!)

In time, social networking automatically builds your expert status and your brand using your name and face. Everything you do online will ultimately reflect on your image. So also be aware of the inherent transparency of your interactions online. Because you never know who’s watching you and the lines between personal and business will blur, make sure you don’t post anything you don’t want everyone on the planet to know.

Social Media Is Not a Marketing Quick-Fix

You will not build your business overnight with social netowrking. It takes time to build relationships. And social sites like Facebook and Twitter can suck a lot of your time without you even realizing it, if you’re not careful.

To make it work, therefore, schedule a set amount of time to spend consistently on your social marketing efforts. And be disciplined about it.

Similar to in-person networking, you need to do it on a regular basis. But the rocket fuel is that online networking has a much wider reach. So, if you work virtually with your clients like I do, this is an especially important tool in your marketing toolbox.

So far my conclusion is that social marketing does indeed make sense, when kept in it’s place. It appears to be an important, cumulative way to help stabalize and grow your business over time. But because of its seductive, time-consuming  social nature, discipline is needed to keep it productive.

I’ve been planning 30 minutes a day, and so far, the results have been good. Fostering solid relationships on a regular basis is what builds word of mouth referrals. And referral sources are a key to long-term success as a freelance bookkeeper.

I’m still learning how to hone my online marketing skills, so I’ll keep you posted as I learn the ropes more thoroughly. But here are my best suggestions so far:
.

1. Be clear on who your target market is (Ideal Client) and find where those people hang out online. Then join in the conversation, being willing to share helpful info to build your expert status.
   .
2. Start with just one or two social networks, and grow from there. Twitter is the easiest place to start.
   .
3. Be yourself, but stay professional. Focus on building relationships and adding value. Don’t be afraid to let folks know what you do in a conversational rather than salesy way.
   .
4. Make your time count by setting a schedule and sticking to it.
   .
5. Track what you are doing and what the results are. Do more of what’s getting the best results.
   .

So if you haven’t jumped on board with social media yet, it’s time to get your feet wet and get some exposure and brand recognition online. The best way to learn how is by doing.

Have you already been using social media with good results? Let’s hear about it!

What tips can you share on the best way to build relationships and spread the word about outsourced bookkeeping services through social networking?

Leave a comment below and let’s get a productive conversation going.

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Gabrielle
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Resources

How to Market Your Busienss with Facebook – NY Times

Twitter Guide – courtesy of makeuseof.com

You may also want to pass this information along to any of
your clients who are currently using QuickBooks software on their own.

Intuit, the company that makes QuickBooks, just announced that
there is a potential security risk that has been found that
would allow hackers to access the data on your computer.

The threat is due to a newly discovered vulnerability in
Microsoft’s ActiveX technology, which is commonly used by many
popular computer programs.

===================================
QuickBooks Versions Affected By The Threat
===================================

All QuickBooks Simple Start, Pro, Premier and Enterprise Solutions
versions, 2009 and older (including trial versions) are vulernable.
The new QuickBooks 2010 versions, however, are not affected.

Intuit updates its currently supported versions from time to time
by releasing software patches. Each update or patch is given a
“Release” number for easy identification.

Right now, downloading Intuit’s updates is the only immediate way
to eliminate the vulnerability in currently supported versions of
QuickBooks. In time, Microsoft will likely release a patch with
their regular security updates for ActiveX.

===================================
How To Protect Your Computer Now
===================================

All QuickBooks users of 2007, 2008 and 2009 versions should verify
that they have downloaded and installed the most current updates.

You can check if your software is up to date by opening QuickBooks
and then using the F2 key.

These are the most current updates that include a patch which
eliminates this new threat:

QuickBooks 2009 – R8
QuickBooks 2008 – R10
QuickBooks 2007 – R13

The best way to stay up to date is to enable the automatic update
feature AND to install those updates when prompted.

You can also manually download the latest updates directly from the
QuickBooks website.

http://support.quickbooks.intuit.com/support/productupdates.aspx

===================================
If You Are Running QuickBooks 2006 or Older….
===================================

If you are running QuickBooks 2006 or older, you are vulnerable to
this security threat. Since these versions are no longer supported
by Intuit, there is no downloadable update. Your best defense is to
upgrade your QuickBooks software to a supported version (2007-2009)
as soon as possible.

You can find both 2009 and the newest 2010 versions on amazon.com

Additionally, if you have an older version of QuickBooks installed
on your computer but it is no longer in use, remove it by
uninstalling the program to remove the ActiveX threat.

===================================
If You Are Running a Non-US Version of QuickBooks….
===================================

For Canadian versions of QuickBooks, you can download the updates
directly from the Intuit website:

http://support.intuit.ca/quickbooks/en-ca/kb/update/update-quickbooks-to-new-product-update/Update_main.html

For UK versions of QuickBooks, you can download the updates
directly from the Intuit website:

http://support.intuit.co.uk/quickbooks/en-gb/kb/update/update-quickbooks-to-new-product-update/Update_main.html

===================================
I’ve Made a Video to Show You Exactly What to Do
===================================

As an Advanced Certified QuickBooks ProAdvisor, I want to see you
get the most out of your QuickBooks software. That’s why I created
my free video training blog, QB QuickTips.

My latest video post walks you through each of the steps outlined above to
show you exactly how to protect yourself from this new ActiveX threat.

If you want to stay informed about critical updates for QuickBooks
like this one, as well as learn insider tricks and tips on how to
use this powerful software for your business success, be sure and
sign up for the QB QuickTips notification list.

You’ll also receive private, subscriber-only bonuses that are not
even posted on the blog.

Get your free subcription here:

===> http://www.QBQuickTips.com

Training.

No, I don’t mean TAKING more training classes. I mean GIVING training classes.
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Why Public Speaking & Training Will Help Your Business NOW!

When you step up and take on the role of trainer, by giving a talk or by conducting a class or seminar, you are positioning yourself as the expert. Few bookkeepers ever step into the spotlight and offer helpful advice to small businesses. If you do so, you set yourself apart from the competition and build tremendous trust in a hurry.

In this economy, trust-based marketing is more effective than anything else at attracting new clients. And not just any clients.

Quite likely the people who will come to hear your pearls of wisdom will be interested in either managing their business finances more effectively, or finding a better way to get their bookkeeping done. These are high quality client prospects.

After they see you in action and feel as though they know you, if they need additional assistance, who do you think they will contact? (And who will they recommend when a colleague needs assistance with cleaning up his books at year end?)

Of course, if you are conducting a training class, say in QuickBooks, you can charge a fee for sharing your knowledge. You won’t get rich on teaching these classes, but it can help smooth out any cash flow pinch you may be experiencing right now. You’ll also be sowing seeds for pulling in new clients in both the short and long terms.
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Don’t Be Afraid to Give Away Your Secrets

Even in this tight economy when many of us are losing clients because of cut-backs, you can be the hero who teaches small businesses how to get the most out of their financial reports, or teach them how to use QuickBooks effectively. You won’t be teaching how to live without you. In fact, they will likely be calling you for help to  clean up their bookkeeping mess later when they don’t apply what you’ve taught them. (See my previous article on how to handle this situation gracefully – “When Clients Want to Do Their Own Books” )
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What’s Involved?

In-person talks – Small business networking groups or your local Chamber of Commerce are usually looking for speakers who can share useful information with small business owners.

On-site or off-site classes – Another option is doing small group classes, such as for QuickBooks basics, for an organization such as the SBDC, Chamber of Commerce, or even a local continuing Adult Education programs. These may be paid or free gigs.

Online training – This is my favorite way to conduct training events. You can do both free and paid events at very little cost. Both teleseminars, which are conference calls, or full-blown webinars work well, depending on the topics you will be presenting. Even hands-on QuickBooks classes can be done on a virtual basis with small groups. Lots of possibilities here.
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What to Teach?

Answer FAQs – Answering the most common questions clients ask or giving helpful tips on how to handle the most common problems you see clients struggle with is an easy way to provide very useful information to your audience.

Practical How-To Info – Of course, how-to information is always popular. This could include a class on how to interpret financial reports, or a simple way for small business owners to set up a working budget or forecast their cash flow. And of course, QuickBooks training is the most popular for full-blown classes.
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Is It Really Worth the Effort?

YES! Whether you pull in some quick cash, pick up a couple new clients, or simply establish yourself as the go-to bookkeeping expert in your community, you WILL see results for stepping up and providing valuable information to small business owners. That’s the stuff on which powerful relationships are built. And building powerful relationships is the most solid way to grow your freelance bookkeeping practice.
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Get Into Action

The best way to learn is by doing. If you are already involved in your local business community, see what opportunities are available to get you started. Start out small to build your confidence.

If you’re more on the shy side, online is the way to go. That’s why I started with online classes. They’re less scary. Your choices are teleseminars or webinars. I prefer the latter, but they are more involved.

I learned how to do webinars from an online training course that was only available one time, a couple years ago. It was far and away the best of the few trainings I’ve ever seen available since.

If you do want to try your hand at doing online events, I’ve got good news! Just last week I learned that this same online webinar training course has just been updated (due to changing technology) and is available again, right now, in fact!

In my experience, webinars are THE best way to build your reputation online and thus open your business reach to a more than national scale. So this training course gets my top recommendations. In fact, I’ll be attending it again so I can stay up to date on the latest techniques. (See more details under the free Resources below)

So get into action and get out there by speaking and teaching to attract more clients and more revenue. You’ll never look back once you do!
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~Gabrielle

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Resources

Free mini “crash course” on doing webinars

Free “Insider Webinar Strategies” LIVE webinar on Monday, October 12th

Free teleseminar conference lines

Last month I conducted a survey asking freelance bookkeepers this
question:  “What do you [as a freelance bookkeeper] need most in
your business, right now?”

I must have touched a chord. The response I got was amazing! There
were several different areas of concern that surfaced. But can you
guess what the BIG #1 need is?

Effective Marketing Methods

Nearly every single person cited this as either their most
important, or at least one of their most important needs. Of
course, the benefits of marketing your bookkeeping services
effectively is bringing in new clients and increased revenues.
That’s more important now than ever.

So here’s the special news…

I will be presenting a LIVE webinar entitled, “Effective Marketing
for The Freelance Bookkeeper” next Tuesday, September 29th at 7:00
PM Eastern Time

This brand new material will show you exactly what it takes in the
current economic environment to attract more paying clients,
without costing you a lot in advertising or forcing you to employ
traditional hard-sell tactics.

So mark your calendar now, and get all the details right here:

www.thefreelancebookkeeper.com/webinar/

Here’s to YOUR success in your freelance bookkeeping business using
easy and effective marketing methods for the “new” economy!

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~Gabrielle

P.S. If you’re ready to bring in more high-quality clients, or
you’re just getting your freelance bookkeeping practice off the
ground, you won’t want to miss out on this live webinar, where
you’ll get everything you need to build your own highly effective
freelance bookkeeper marketing system.

Get all the details here:

www.thefreelancebookkeeper.com/webinar/

If so, don’t panic. There is actually a golden opportunity here, if we look a little deeper.

The first reaction most business owners have when they see a sudden (or not-so-sudden) dip in revenues, is to tighten the belt on their expenses. And unless they are aware of the true value of your services, they may target their outsourced bookkeeping expense for elimination. “It’s just simple data entry,” they may think.

Of course, we know that accurate bookkeeping involves far more expertise than simple data entry. But sometimes our clients don’t fully realize that.

What To Do About It

Before I show you how you can turn this into a golden opportunity, let me tell you what NOT to do.

Don’t sound devastated when your client breaks the news. If you sound rattled and scared to lose their business, that will only make them not want to discuss alternatives with you. (They likely feel awkward talking to you about it already.)

Instead, step into the role of consultant and explore whether this change truly is the best option for your client’s business success. To do this effectively, you MUST get out of your own way!

DO NOT worry about losing the client. Really. This will likely turn out to be a good deal for you whether the client wants you to continue doing the bookkeeping or not!

Focus fully on your client’s welfare for the moment.

DO look for how you can assist your client to make the best possible decision for his / her success. You will stand out from the “typical” freelancer in this situation. And you will be setting yourself up for success.

Here’s why.

If, in fact, it truly would be a wise decision economically for your client to do the books on his/her own (although, most often, this is simply not the case), some training is definitely going to be needed. Maybe a lot of it. Aren’t you in the best position to provide that training?

Even after the client has been adequately trained (and the client isn’t overwhelmed by what it really takes to get the books done right), s/he will probably need ongoing support. This is especially true if s/he is using QuickBooks. This service alone could actually save the client from making a big mess that will cost much more to clean up in the long run.

You could even offer to do the bank reconciliations and/or set up a regular review of the books on a monthly or quarterly basis, just to make sure everything stays clean and up to date. The client may find this an invaluable service that won’t break the bank.

This type of arrangement is good for your bottom line too because your fee as a trainer and consultant should be at a higher rate than what you’re charging for basic monthly bookkeeping services.

Positioning Yourself As A Consultant

The most important factor in pulling this kind of transition off is to really listen to your client and hear where the pain is coming from. You want to provide highly valuable solutions that your client will appreciate.

If your client really does want you to continue doing the books, but they are simply looking to cut overhead, offer suggestions for where else in their business they might cut some fat that will provide short-term as well as long-term results. Show them how to find these opportunities in their financial reports.

I’ve seen clients whose sole reason for taking back the books was to save money. But they had no desire whatsoever to keep track of their finances. So they soon found themselves in hot water because their bookkeeping records quickly became a disaster. And then, of course, they had to pay big bucks to have their accountant clean up the mess at tax time. Not smart.

Save your clients from this pain and offer a great solution that works for both of you! (Remember: Win-Win)

So whether they keep you as their bookkeeper or not, help your clients to avoid the penny-wise-and-pound-foolish mindset by showing you really care about their success. If needed, help them tighten the belt (as well as identify ways to pull in more revenue) by transitioning to the role of business consultant.

As a valued advisor to your clients, you will make your services indispensable, increase your rates, and hold on to top-notch clients for life.

Who knew the recession could turn out to be such a blessing in disguise?
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~Gabrielle
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Resources

If you are looking for ways to become a QuickBooks trainer or consultant, consider these helpful resources:

QuickBooks ProAdvisor Program – QuickBooks software, training, certification and Train the Trainer resources included in the ProAdvisor Program

Successful QuickBooks Consulting – This is a helpful guide to starting and growing a consultant business that focuses exclusively on QuickBooks. Highly recommended.

Many bookkeepers tend to be perfectionists. It makes sense really, when you think about it. We are very good at organizing and processing lots of small details, and getting them booked into business financial records accurately. An admirable skill that many simply do not possess.

But being a perfectionist does not mean that you are pursuing excellence.

The reason? Perfectionists have a tendency to focus on the wrong priorities.

Haven’t you found yourself spending way too much time fussing over details? I know I am always at risk of getting sucked into making every little detail on my clients’ books exactly perfect. If you haven’t had this experience, well, you’re probably not a perfectionist! (But read the rest of the article anyway. You’ll learn how to pursue excellence with a simple system even non-perfectionists can use effectively.)

Perfectionists can easily waste a lot of time and energy (that they ultimately cannot bill out to their clients) trying to do certain tasks exactly right. Sure, we tell ourselves that we are providing top-notch client services. However, the truth may be, doing those tasks “perfectly” may not be necessary or even valuable to our clients.

Interestingly, this is often the difference between bookkeepers and accountants as well. Accountants tend to look at the big picture and make adjustments accordingly. Bookkeepers have the tendency to want every little transaction booked exactly right.

Who generally makes more money?
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The difference between Perfectionism and the Pursuit of Excellence
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Perfectionism: A disposition to feel that anything less than perfect is unacceptable — Princeton University website

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It’s easy to see how being a perfectionist can be a double-edged sword when it comes to running your own business. Perfection, of course, is not possible in an imperfect world, so it is an unrealistic expectation.

The good news is, perfectionism, with a little tweaking, can be directed toward the pursuit of excellence, with amazing results.
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Excellence: Achieving a high level of performance; exemplary performance; exceeding normal expectations of performance or meeting the highest expectations of what can be achieved; performing well in excess of the norm; outperforming most. — University of Southern Queensland website

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How can you pursue excellence while letting go of perfectionism?

Rewards help.

It’s a lot like how I learned to become a Scrabble® champion (among family and friends). I learned this lesson from my Lithuanian immigrant grandmother.

When we would play, I used to come up with fantastic words using nearly all my allotted letter tiles all at once. But I never seemed to make many points. My English-as-a-second-language grandmother, however, had this knack for dropping a single letter on the board and raking in mega points – usually from my big fancy words! That used to really burn me, and it just didn’t seem fair. I was doing all the work, but she was getting all the points!

But then I figured out her strategy. She was paying attention to different priorities than I was. She was focused on points, looking for opportunities to put her letters on the Double and Triple Word Score boxes. I was just trying to use as many letters as possible by coming up with long and thoughtful words. Her priorities were in the right place. I needed to pay more attention to WHERE I was placing those big brilliant words.

Once I started putting my words in the right places, I virtually become unbeatable! I even dethroned my grandmother from her long-standing family champion position. (No one wants to play with me anymore.)

This is exactly how perfectionists can learn to pursue excellence and build a highly profitable business as a result. It takes a little practice and discipline, but once you apply the tenacity of perfectionism to the pursuit of excellence, you will be reaping extremely powerful benefits for both you and your clients.

Focus and Priorities

Simply put, you must keep the end result of what is most important clearly in focus at all times. Then set definite deadlines for reaching those results.

In practical terms, I do this on a daily and weekly basis with priority lists. I keep deadline-driven project priorities visible at all times. I also block out specific time periods on my calendar for the week’s top priorities.

Each of my clients’ files also have outcome-based priority lists. These are reviewed and revised whenever I work on my clients’ books.

When time runs short, I know exactly what needs to be accomplished and when. I evaluate which details matter and which ones don’t. Then work in high gear only on the tasks that matter and let go of any other details so projects are delivered on time. This results in truly excellent service that is ALL billable.

How will being an excellence-focused perfectionist affect your bottom line?

By channeling your skills as a perfectionist toward the pursuit of excellence, you will see a dramatic increase to your bottom line! You will be concentrating your efforts in a way that will not only boost your self-esteem, but also your profits and reputation.

What action will you take starting this week to use your skills as a perfectionist to build a freelance bookkeeping service focused on excellence?

I want to hear from YOU! Commit to a healthier bottom line (by making a comment below)

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~Gabrielle

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Inspiration for Excellence

In a discussion about the vast distinctions between Perfectionism and Excellence, Jeff Baas of One Stop Web Support penned these inspiring contrasts which I’ve excerpted below to help us all stay on the road to excellence without getting tangled up in perfectionism:

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PERFECTIONISM is the fear of being wrong.
THE PURSUIT OF EXCELLENCE is the willingness to be wrong and to learn from it.

PERFECTIONISM is seeing any effort that doesn’t turn out exactly as planned as failure.
THE PURSUIT OF EXCELLENCE is seeing any effort that doesn’t turn out exactly as planned as a valuable opportunity to refine the plan and make it better.

PERFECTIONISM is fear that others might think you don’t measure up.
THE PURSUIT OF EXCELLENCE is a desire to be the best you can be.

PERFECTIONISM is staying stuck in anger and frustration.
THE PURSUIT OF EXCELLENCE is growing beyond where you ever expected to grow.

PERFECTIONISM is confining.
THE PURSUIT OF EXCELLENCE is freeing.

PERFECTIONISM is conformity to presuppositions.
THE PURSUIT OF EXCELLENCE is exploring new possibilities.

PERFECTIONISM is self-doubt.
THE PURSUIT OF EXCELLENCE is confidence.

PERFECTIONISM is closing yourself off.
THE PURSUIT OF EXCELLENCE is opening yourself up.

PERFECTIONISM is remaining right where you’ve always been.
THE PURSUIT OF EXCELLENCE is a journey of discovery.

PERFECTIONISM is fear.
THE PURSUIT OF EXCELLENCE is trust.

PERFECTIONISM is the fear that something unpleasant will come from our efforts.
THE PURSUIT OF EXCELLENCE is an excitement over the improvements that we will help discover.

Jeff Baas is a website guru and Internet marketer who knows the challenges new business owners face (with perfectionism being only one of them). He has a new special report for anyone starting a business who wants to avoid the #1 business-killing mistake so many of us make. It’s free. So if you’re just starting out with your freelance bookkeeping service, you’ll want to get your hands on this helpful information right away.

Click Here to get your free copy now ==> Going From Employee to Entrepreneur