Do you wish you could charge a higher fee for the services you provide and have your clients happily pay you?

If you answered yes to either one of these questions, it’s PEOPLE who will help you get what you want. You cannot get those results without other people!

More specifically, it’s the relationships that you build with people that will cause them to seek you out, value your services and recommend you to their friends and colleagues. Building relationships is how any struggling bookkeeping business can transition from just barely surviving (sometimes for years) into a thriving, growing, and prosperous business.

And the most effective way to build those kinds of relationships is by offering the VALUE that your existing and potential clients really want.  And it needs to be value that they recognize immediately – not what they may, in fact, need, but don’t understand or see as valuable to themselves or their business in some way.

For example, they may truly need their bank accounts reconciled to assure accuracy for their financial records, but that is likely not high on their priority list of the important tasks to manage their business. So if you are touting how you can make sure that their bank account is balanced and reconciled each and every month, you’ll have difficulty attracting new clients, or demonstrate high value to your existing clients. Many small business owners don’t even know why it’s important to reconcile their bank accounts in the first place, so it doesn’t mean anything to them. Thus, it doesn’t seem necessary or important. And certainly not something they want to pay for if they don’t have to.

The same is true if you’re promoting your services using accounting and bookkeeping jargon – accounts payable, accounts receivable, payroll liabilities, and so on. Potential clients generally do not actually understand those terms. Those words do not communicate value to them.

In reality, these words represent the functions you know how to handle for your clients. But they don’t communicate the useful value of those functions for your clients, value that your clients would be happy to hire you to provide for them.

So how do you provide VALUE that your clients will understand and readily pay you for?

Forget you are a bookkeeper! Put yourself in their shoes and consider what THEY care about. What do they spend most of their time doing in their business? What do they pay attention to on a daily basis and spend money on?

To answer these questions successfully, you need to get out of your own way and forget about what you want FROM your clients. You need to think about what they want most and how you can help them get it.

Relationships are built on exchanging VALUE. People value and are attracted to those who can help them reach their goals and fill their needs. As bookkeepers we are in a fantastic position to help our clients reach their business goals AND we can thrive in the process.

Learn the art of building relationships with your clients and prospects based on what is valuable to them, and you will not be viewed as “just another bookkeeper.” You will stand out from the crowd as a provider of REAL value. And THAT is what clients are happy to pay for because it means you are helping them get what they want. They will also talk about you to others, sparking the most powerful form of free advertising – word of mouth.

How can you learn to communicate value and build these kinds of relationships?

1. Start asking your clients and other small business owners you meet what they want most in their business that they don’t have right now
2. Pay attention to their answers and consider how the services you provide – and the information provided in financial reports – can be used to help business owners reach their goals
3. Learn how to communicate the true value your services give to business owners in a language that they can easily understand

One of the best ways to learn more about what small business owners want AND stoke the fires of word-of-mouth recommendations is to build strategic alliances with CPAs and Accountants.

If you’d like to learn how to crack the code for building this special kind of referral relationship, join me and fellow CPA networking expert, Val Barshaw, this Wednesday for our live online training, “Freelance Bookkeeper Networking: How to Build Strategic Alliances with CPAs and Accountants”

Click Here for more details

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What does that really mean in practical terms though?

The economy is still a bit choppy, and times are changing. But our prospects are VERY bright, especially for those who are moving more toward working with clients on a virtual basis. That is, working from your own office and communicating primarily through the Internet and telephone.

Here’s why.

In a recent, informal survey conducted by FreshBooks (an up-and-coming simple, online bookkeeping software program for service-based businesses) small businesses are turning to technology to boost productivity and flexibility. With that, there will also be a shortage of technical help. And finally, relationships (including those through social media) will be more important than ever for small business success.

Why are these three points significant?

First, it means more and more small businesses are getting comfortable using the Internet to run their daily operations. They need the efficiency of online technology to trim costs and maximize value. This including handling their financial recordkeeping.

That’s great news for us!

If you have been working with your clients by going to their location, you know how time consuming that is and inefficient. You cannot charge full price for your travel time (if you charge for it at all). There are usually interruptions and distractions while working in your client’s office, and you are not available to your other clients, or worse yet, not free to answer calls adequately for potential new clients who want to contact you.

If you’ve already been working with some clients on a virtual basis, the trend toward more online technology and efficiency, as well as mobile team mindset, is fantastic. This is what many of us have been promoting for years. Until now, clients have often been resistant to using online technology to handle their financial records. But that is changing rapidly. Because of the convenience, speed and cost savings, many more potential clients are open to working on a virtual basis to get their bookkeeping handled.

It’s important to note, however, that as the way we work with our clients changes, nurturing relationships are more important than ever for both getting new clients and for holding onto your existing clients. Open and frequent communication is a must to succeed this year! Therefore, building trust and maintaining a strong, positive connection with each of your clients is going to be super important for your business success.

When working virtually, this may take some extra, proactive effort on your part. But in my own experience, creating opportunities to occasionally meet in person with your clients, whether they are local or cross country, goes a long way toward building rock-solid client loyalty.

SIDE NOTE: If many of your clients are long distance, you should have a recent photo of yourself prominently available on your website. Your clients will look at your picture often when they are not able to meet with you face to face.

But there was one other finding in the FreshBooks survey that reveals a HUGE opportunity for us. If you really want to set yourself apart from the vast majority of other freelance bookkeepers. This is REALLY important to success in a tough economy.

Small businesses are in a pinch because they may have discounted their prices to attract new customers. They will find it difficult to raise their prices, even as the economy improves. That’s because people have come to expect lower prices than before the economy went South.

How is this an opportunity for freelance bookkeepers?

As I’ve often mentioned when talking about marketing your services, you need to know where your clients and potential clients are feeling “pain.” That’s because we all gladly spend money on solutions that relieve pain because that equates to high value for us.

So the question is, if small business owners are feeling pain from tight cash flow, do you have solutions that you can share with them to help relieve that pain? Can you explain to a prospective client how to use his financial reports to identify where he can improve cash flow? If you can, you will definitely get his attention and easily justify the cost of your bookkeeping services.

As an example, showing them how to use their financial reports to identify expenses that can be trimmed, as well as what’s working best on the sales side can have a huge impact on their cash flow very quickly. You just need to spend a few minutes helping your clients understand what their financial reports mean in practical terms. And of course, to have financial reports that provide this kind of information, they need to keep their bookkeeping up to date and accurate!

Do you think your clients will value your services if you show them the information they need to run their business more efficiently and increase cash flow?

You will be worth your weight in gold because rarely do bookkeepers or accountants take the time to REALLY help clients in this way. (And the clients who don’t see the value in this kind of service won’t be “qualified” clients for you – so this works as a filter for finding and keeping high quality clients too!)

This year, 2012, is ripe for showing clients how you can help their business succeed – and you will likely find that your business will grow and prosper like never before as a result!

So do we have reason to be excited about what 2012 has to offer us?

You bet! Not only is the trend toward virtual services accelerating, but you are in the perfect position to provide your current and potential clients exactly what they want and need most.

If you’ve been looking for ways to take your freelance bookkeeping business online, work virtually, and set yourself apart from the competition, you’ll want to check into the audio book, “Virtual Bookkeeping Secrets: 7 Steps to Taking Your Bookkeeping Service Business Online”

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Have you started working with your clients on a virtual basis yet?

Please comment and share your thoughts and experiences below.

“I’d like to know how to address the concern of prospective clients who suspect that they will lose privacy when they outsource their bookkeeping to a back office business service company.  This is ultra important to closely held companies… Will they lose their privacy or are there ways to calm their fears?”

Clients with this concern are assuming that bookkeeping done on-site is more “private” than when it’s done remotely. Privacy is, in reality, more secure when it is done virtually using secure online tools in a paperless environment. But I’ll admit that that does seem counter-intuitive.

Your first hurdle is the client’s perception of what is private. And that really is an opportunity for you to identify whether this is a client that you really want to work with on a long-term basis.

Usually, the reason they *think* their info is safer in their office is because they can see and touch it themselves. They can also see the people who are working with that information. That seems to make sense. But in reality, when using proper online technology, their information is actually much MORE secure when outsourced than when keeping it in-house in the “traditional” paper-based way.

That’s because when appropriate cloud-based applications are used,  their financial information is stored more securely and privately than when it is handled in their office the “old fashioned” way. The biggest privacy risk, in reality, is with the PEOPLE who have access (or could have access) to their financial information, not WHERE those people are working.

Online software (including remote access tools) uses high level security encryption, which is actually safer than how these potential clients are likely handling their info in the office now. Online, only those authorized to see and use the information are allowed access. Security in a typical paper-based office is not so tight.

So how do you “gently enlighten” your potential client?

Ask them if they are comfortable in using online banking. Does that make them nervous? If it does, I’d suggest that this may not be a client you want to engage, unless you are willing to work onsite and and be paid less than your virtual colleagues.

In truth these days, all businesses face privacy risks. But those doing their bookkeeping in the “traditional” way actually are at HIGHER risk (Side Note: If you are handling their financial data, who do you think they will blame first when something goes wrong? Something to consider.)

When attending the Sleeter Conference last month, I learned that a full 33% of businesses experience fraud – usually due to paper checks.

Recently my own business account was subject to fraud. But not because of any online transactions or electronic information handling. It was because of a local vendor who did not protect my data taken from my PHYSICAL business debit card! And today I learned that one of my clients is currently going through the same inconvenience for the same reason with one of his business credit cards.

The reality is, secure online software is actually much safer than physical financial tools.

So, we are left with the last part of our colleague’s question: “…are there ways to calm their fears?”

YES! Use online technology with appropriate security!

When a client recognizes the value of outsourcing their bookkeeping, but needs some reassurance, make it easy on them (and you)!

• Transition them into virtual services one step at a time. The easiest way is with remote services. Their bookkeeping files can remain on their computer and you simply connect remotely to perform the work. (You will need to use digital source documents)
• Use online tools that are secure – don’t email QuickBooks data files or financial source documents. Use a secure file transfer service instead.
• If offering hosted QuickBooks services, use licensed, secure hosting solutions, not your own website hosting account.
• Consider using an online accounting solution by a trusted software company, such as QuickBooks Online for secure, anytime access to your client’s books.

You will need to determine your potential client’s online “tolerance” and choose the level of service that won’t feel “too risky” for them. Most of what they fear is just an illusion. Once they start to see the convenience and the built-in security, they will relax.

Of course, you may also need to accept that not all clients are ready to adopt new technology. When that happens, it raises a big question mark for you.

“Desktop accounting is on the road to becoming obsolete” – Randy Johnston, founder of K2 Enterprises

You need to be clear on WHO your ideal client is. If your outsourced virtual bookkeeping services are not a good fit for a client prospect, be willing to move on. The truth is, everyone is NOT well suited to be your client.

Bottom line – ALWAYS hold fast to the unfailing motto: win-win or no deal. If you do, both you and your clients will prosper!

Recommended Resources

SmartVault – a nearly all-in-one tool for virtual bookkeepers for secure document management and file transfer service that integrates with QuickBooks. You can get a free Lite account to see if it’s right for you.

Insider’s Guide to Your Own Virtual Bookkeeping Business – my comprehensive training course that shows you exactly how to get your own virtual bookkeeping clients in 30 days or less, along with ALL the tools you’ll need for working securely with your clients.

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This very first interview is about 33 minutes. So take a break, grab your favorite beverage, and sit back and get to know fellow bookkeeper Connie Carlson, who transformed her business dream into her reality.

Connie Carlson

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Technology? The economy? Where are we headed in 2012 and beyond?

Little over a week ago I attended one of the bookkeeping industry’s most well-known events – the Sleeter Conference (aka The Sleeter Group Accounting Solutions Conference) and the message throughout most of the training sessions was very clear:

Desktop accounting is on the road to becoming obsolete!

There’s no question about it. More and more businesses are headed online, especially with the rapid development of mobile applications, the power of “smart phones” and how they now can integrate into popular business software – including (but clearly not limited to) QuickBooks.

The accessibility and sharing of electronic data to conduct business–anywhere anytime–is driving the move toward a truly paperless (and mobile) office with (nearly) zero data entry.

Does that scare you? How much of the services you offer consist mainly of data entry?

The future of bookkeepers will be more focused on managing data flow, not data entry.

Another BIG reason businesses are rapidly embracing the move to the clouds is all team members can instantly collaborate in real time without version problems – think about the hassles we so often must wrestle when coordinating backups, accountant’s copy, etc. Problem solved.

Of course, this means as freelance bookkeepers, our role is changing. Those who are paying attention will seize the opportunities that are emerging and start moving  toward becoming a trusted business adviser now, who cannot be replaced by automation!

I’ve seen the opportunities coming for awhile. And it will only grow now as your clients start to upgrade their business technology. And by the way, this is GREAT news since consultants and advisers generally charge higher fees than bookkeepers.

In using multiple applications to run their business, clients will be best served by using a dashboard approach to instantly get a sense of what’s going on within their business. We’ve also seen this trend in the most recent versions of QuickBooks. Intuit realizes clients want tools to USE their financial information to grow more lean, profitable businesses. (Starting with QuickBooks 2009 they created the Company Snapshot feature)

But QuickBooks and even QuickBooks Online Edition had better watch it’s back!

New cloud-based bookkeeping software is also taking root and we need to pay attention. That’s especially so if you focus on small service-based businesses. A few that I’ll be watching and learning more about for my own business are:

- FreshBooks
- Wave Accounting
- Xero

These are FREE online bookkeeping programs (to start) that small businesses can grow with, are easy, and automatically tap into live banking data to nearly eliminate data entry altogether. FreshBooks even ties into QuickBooks.

But the biggest obstacle on the road of transition to the clouds is the human factor – the learning curve is not so easy to climb for everyone.

In truth, not all clients will embrace the new technology quickly. In fact, some people will downright refuse and resist the changes that are already upon us. While the shift to online is gaining rapid momentum, as Doug Sleeter said regarding the slow or non-adopters, “Some of these people just have to die!” (That was my favorite quote! LOL! )

Side Note: If you are one who resists change, don’t despair. There is a sparkle of sunshine here. You can choose to serve the clients who want to keep doing their bookkeeping the way they’ve always done it. But just realize that this market will continue to shrink (and their business profits will likely slip as well). But they will appreciate you for not forcing them to go online.

For those who welcome the online upgrades, you are positioning yourself and your business to prosper going forward! The highest fees will go to those who step up to lead their clients.

A sobering question: Do you serve your clients, or lead them?

Leaders always get paid more. Your clients will look to you to lead their business into the new way of using online technology to grow profitability. (And younger clients are already there waiting for you.)

Your role will be to…

1. Cobble together the technology that works together effectively for your clients
2. Step into the role of business consultant and mentor

In Summary:

• The speed of online technology is increasing rapidly
• Clients will need your help to upgrade their workflow and efficiency (motivated by the desire to increase profitability) using the new (inexpensive) cloud-based tools

What we need to do now:

• Educate ourselves on what’s now available and emerging
• Use the new online products ourselves
• Learn new skills, including how to build dashboards for clients to manage business more profitably
• Move from the role of bookkeeper to indispensable consultant

As a first step, I’ve created a sort of Virtual Bookkeeper boot camp to get up to speed quickly on the basics called, “The Insider’s Guide to Your Own Virtual Bookkeeping Business.” This program will grow and expand as new tools and technology emerge.

We are entering a new online era. We can’t stop where the future is taking us. But we can position ourselves (and our clients) to use the new technology to prosper. It will be a dynamic process.

So, how do you plan to face new online technology and trends during the coming year?

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“There’s a myth that so many freelance bookkeepers believe that I want to dispel right now.

And that is, if you have more and more credentials, and more and more education, that you will automatically attract more and more clients.

This is simply not true!

But it is commonly believed in the accounting field.

In fact, at a high level seminar I attended a few years ago, I heard the keynote speaker say that if you get more education, more credentials, you will grow your business.

What?

That’s just not true.

What we need to do is communicate the skills that we have because clients will not come to us unless they know that we exist.

Now, it is true if you provide high quality services that your existing clients might talk to other clients and then you might get referrals. That can happen, and does happen often.

But to effectively growing your business, more important than the number of letters after your name, is your marketing ability. You need to have good marketing in order to attract the kind of clients that need the skills that you have.

So, marketing and education are two vital tools to grow your business. But you need to focus more on marketing, especially in the beginning.

So now you know the truth.”

If you’ve already got the bookkeeping skills you need, but have been struggling to find more clients, then it’s time to learn how to improve your marketing communication skills. That’s the kind of education that can REALLY grow your freelance bookkeeping business.

My Freelance Bookkeeper Marketing webinar is popular, because many have said that they just don’t know where to start when it comes to marketing.

But I’d be interested to hear what you seasoned bookkeepers have been doing and what YOUR best sources for learning how to market your services has been.

Please share your experiences in the comments below!

Are you going to specialize or will you remain a generalist?

As a freelance bookkeeper, do you offer specialty services? Or do you offer any kind of bookkeeping to anyone who’s willing to pay you to do the work?

Here’s three reasons why I strongly recommend you go the specialization route:

Specialists are viewed as experts and can charge higher fees

When you specialize in a specific type of service or industry, it helps set you apart from your competition. You have a lot more credibility, too. When a potential client is looking for a independent bookkeeper, chances are they’d much rather hire someone who already “knows” their business or the specific type of services they need.

If you provide that service or specialize in their industry, then you’re going to make it to the top of their list very quickly. And they will be more willing to pay a higher fee for your expertise.

Not specializing means lower quality service and slows you down

Choosing a specialty means you don’t have to constantly be researching how to handle new situations accurately, or worse yet, winging it and *hoping* you didn’t miss a step.

Let’s be real here. It’s challenging enough to own and grow your own professional bookkeeping business. The last thing you want to do is spend a ton of time that you can’t bill out trying to figure how to deliver the services your client is paying you for. They won’t want to pay you to learn new skills either.

But when you specialize in a particular industry or service, you are much more in control of your time, since you already know the ropes. It allows you to focus on being the best in your niche and provide high-quality services efficiently and profitably. It’s a win-win scenario.

Specializing helps you market your services more effectively

It’s tough to get the word out about your services when you’re not quite sure who your potential clients are exactly. But that’s what happens if you offer general bookkeeping services to any and all small businesses.

However, if you offer QuickBooks training and set up for online retailers, for example, then it’s much easier to market your services to those who specifically need your help. You know exactly who you’re potential clients are and the specific benefit you can provide them.

So, how do you choose a specialty?

There are a few considerations when making your choice.

• An industry: Such as, your specialty might be with staffing firms.
• A specific service: Such as, your specialty might be complete payroll services.
• An industry and a specific service: such as, complete payroll services for staffing firms.

You may be thinking that this degree of specialization limits you. However, consider this: How many staffing firm clients who need payroll services would you really need to take on before your schedule would be completely maxed out?

Additionally, if you provide your services on a virtual basis, you vastly expand the geographical reach of your service area. The reality is, there’s plenty of work to go around. Specialization simply makes your business easier to manage and grow… and easier for your Ideal Clients to find you!

Which specialty is right for you?

Specialize in what you know. If you are skilled at teaching others how to use software, then specialize in QuickBooks training. If you’re an expert at troubleshooting and taxes then specialize in QuickBooks clean up for taxes and partner with accountants that specialize in year-round tax preparation. (HINT: Don’t try to compete with CPAs for the tax work – you will do much better if you partner with them instead, since they will send you referrals once they trust you)

If you know the ins and outs of payroll for time & billing based companies, then specialize in payroll for law firms or consultants.

Specialize in what you enjoy, whether that’s the service itself or the industry. If you love gardening and flowers, for instance, consider specializing in bookkeeping for garden & flower shops. You’ll be much happier and productive if you’re doing something you really like.

Specialize in something that’s in demand. Take a look at the job boards. What jobs are commonly posted for bookkeeping positions, and from what types of companies? Chances are, there are some clues there for what’s in demand in which industry. If it’s also in an area you enjoy and are skilled in, then your chances at success are very high.

Nothing is written in stone

You might still be worried about limiting yourself if you specialize. However, remember – you are the boss! You can do whatever you want!

In reality, your business will naturally grow and change. You can always experiment with new service offerings. It’s perfectly acceptable to change your services (and clients) as you grow. Specializing simply helps you establish and grow your business so you can reach your financial goals more quickly.

So what’s your specialty?

You’re not alone, especially if your clients are primarily small, traditional mom & pop type businesses. In fact, one of the questions I hear most often from freelance bookkeepers who are thinking about taking their business online is…

“How do I deal with clients who are hesitant to start scanning paper documents so they can send me their information electronically?”

Going paperless is not so much a question of technology anymore. To do it successfully, the bigger hurdle is often the human mindset.

The fact is, smaller businesses are usually slower to embrace new technology. They fear change, loss of control and security. It’s just plain uncomfortable to move away from routines that have become familiar.

That’s just human nature.

But as with anything new, the willingness to change usually comes from one of two things:

1. The promise of relief from pain

2. The possibility of gaining of pleasure

We are generally hired to relieve our clients of the “pain” of keeping their financial records up to date, often out of necessity for tax reporting requirements. The more savvy clients also recognize the pleasure of building a more profitable business when they have key financial data available to manage the destiny of their company.

Clients will more readily accept the changes involved in working virtually when they see the benefits of doing so. In other words, much of their acceptance will come from HOW you present the concept of working remotely, especially if it is far different from how they are used to running their own business (i.e., they’re rather low-tech)

With existing clients, a gradual approach will likely be easier for them to swallow. Highlight how it will benefit THEM (time savings, cost savings, and/or other benefits, depending on the technology solutions and methods you use). Come up with a specific transition plan and implementation date. You also want them to step up and participate in the success of the new strategy.

You are always in partnership for mutual success with your clients. So the rewards should be shared for best results.

Your clients will also need your reassurance and guidance until the new procedures feel comfortable and they start to actually see the benefits for themselves. You may want to document and report back to your client on the progress of the transition. Show them “before” and “after” results, especially if you expect a dramatic change in efficiency (i.e., how quickly they receive reports, or the savings that is passed onto them because you are able to do the work in less time)

An easy first step toward transitioning from paper to electronic documents is to suggest that your clients start faxing their information to you. Even clients who are not the most tech saavy usually have a fax machine. This is a gentle way to help them move in the right direction with something they already use.

Of course, for best results on your end, you will want to be using an email fax service yourself (if you’re not already). They are inexpensive and instantly convert faxed documents into PDF files. I switched to an email fax system for this reason several years ago, and it has worked perfectly.

If you’re still using a phone/paper-based fax, you’ll love that using an email fax service immediately eliminates spam faxes too! (It also saves the cost of paper and supplies, so it is cost-effective to make the switch.)

Ultimately, the transition from on-site services to virtual bookkeeping should be a win-win proposition. So if you have clients or prospects who just refuse to embrace online technology, then you have to decide whether they are the kind of client you want to be serving.

There is no right or wrong answer here. Some freelance professional bookkeepers will go 100% virtual (like I have since 2003). Some will choose a mix of on-site and virtual clients. And some will dig in their heels and stick with clients who require on-site services.

Any of these choices are viable. There are still plenty of clients for all of these bookkeeping business models, too. The question is, which fits your business goals? If a client’s needs and yours differ, simply refer them to a colleague who is a better fit. When mutual benefit is a requirement, everyone wins.

Recommended Tools I Use:

MyFax

SmartVault

You Send It Express

If you’re in the process of transitioning to virtual bookkeeping, what’s your biggest challenge in making the change?

If your business has slowed down due to the rocky economy, or just because we’re in the dog days of summer, your thoughts may be turning to how you can bring in more business quickly, or rev things up as we head into the fall.

Either way, if you know QuickBooks well, here’s an easy way to not only get the word out about your bookkeeping services, but expand the services you offer to a wider audience at the same time. All without any hard selling.

The Plan in a Nutshell

Offer to do a health check-up of QuickBooks data files

While this doesn’t sound sexy, it’s something that 95% of all small businesses using QuickBooks really need, whether they know it or not. The fact is, the vast majority of small businesses are NOT using QuickBooks correctly. Some of them have SERIOUS problems with their books that may cause a HUGE problem for their bottom line.

But you can save them from this peril!

Bookkeepers and Dentists

I’ve often compared keeping bookkeeping records up to date like going to the dentist. We all know we SHOULD do it to avoid BIG problems later, but many of us do not eagerly anticipate our next dental checkup.

In this simple comparison, however, we, as bookkeeping experts can take a cue from our dentist friends. They are pretty savvy about overcoming this hurdle and keep a flow of return patients… and revenue… coming into their office!

Yes, they take in patients with toothaches and broken teeth and make big money from those emergency services. But the foundation of their STEADY income is from the patients who are coming back for regular checkups every six months or so.

Why?

Because that’s how they uncover additional work that needs to be done. And their patients appreciate it because it takes care of problems while they are still small.

How do we apply this to bookkeeping and QuickBooks?

Not only can we help clients who have neglected their books and are in trouble because they have a tax deadline looming or some other “urgent” need to get their books straight…

But we can also help clients who have been attempting to handle their books themselves (and will ultimately get themselves into trouble).

How?

Through education, regular check ups and “repair” services.

How to Put This Simple Concept Into Action

1. Offer a free or low-cost “class.”

It could be on something like, “The Most Common QuickBooks Errors that Could Be Costing You a Bundle”

You could teach this at your local business networking groups, to past clients, or even offer it free to clients of local CPA firms who do not specialize in QuickBooks. (That gets you good exposure from two angles!)

2. Present a simple but educational session that lasts 30-60 minutes.

Brainstorm your class content by thinking about all the problems you see whenever new clients come in and their books are a mess. Show them the tell-tale signs of the most common problems as they show up on their financial reports.

If you’re part of the QuickBooks ProAdvisor program, there are also plenty of free QuickBooks training materials you could use for this and other types of QuickBooks-based classes that could serve the same basic purpose.

You want to make them aware of problems that could be draining them of profits that they need to address within their bookkeeping records.

3. At the end of the class, offer a free 30-minute QuickBooks data file check-up.

This should be by appointment and can be done at the client’s site, in your office, or via online meeting. Whatever works best for you is the way to go. The point is to get them to raise their hand and say that they want more information from you, and give you their contact information so you can follow up.

To conduct the check-up, use the Client Data Review tool available in QuickBooks Accountant Edition 2009 and newer. Or create your own diagnostic checklist.

IMPORTANT: The purpose of this “check up” is NOT to FIX problems with the client’s books! You are simply identifying issues found and providing an overall report (I suggest a written report) on how “healthy” their bookkeeping records are.

Discuss your findings with the client and then come up with a mutually agreeable action plan for…

• Prioritizing and addressing any important problems found, including your suggested solutions
• Decide whether or not the client will engage your consulting or bookkeeping services, will need guidance in fixing problems themselves, or require training to avoid repeating the same problems again
• Offer ongoing maintenance with regular check-ups to keep the books in a “healthy” condition (just like dental cleaning & checkups every 6 months!)

This process naturally leads to new client prospects, referrals and more billable work both in the short term, and over a long period of time. You will be remembered for providing this valuable, professional  service!

Even if you’re not a QuickBooks specialist, you can use these same principles to help small businesses assess the overall accuracy of their bookkeeping records, even if they’re using a pencil and paper system.

Using this simple strategy, or some variation of it, will position you as a top-notch expert in your community AND attract high quality clients at the same time.

If you’d like to learn more soft-sell, high-value ways of attracting new clients, then you’ll want to take a look at my NEW Freelance Bookkeeper Marketing course.

It’s the easy way to fill your business with more clients than you can handle, using simple, but powerful relationship-based strategies!

Get more information HERE

QuickBooks is a registered trademark of Intuit, Inc.

“How can I find new clients?”

This is the question that, far and away, both new and seasoned bookkeepers consistently ask me. They are looking for effective ways to market their bookkeeping services, especially in this choppy economy.

How about you?

In reality, ALL of us need a steady stream of new prospects, whether you run a large multi-bookkeeper business, or you’re a home-based solo freelancer. That’s because you’ll occasionally have existing clients outgrow your services (hire dedicated staff), or even leave you entirely because of circumstances beyond your control.

When that happens (and it will) you need new clients waiting in the wings to replace the lost income.

Even when you have “enough” clients, it does not mean you’re set for life. No business is static; it’s constantly either growing or dying. Choose to grow by making consistent marketing a priority, no matter how busy you get!

And of course, if you’re just starting out, or are ready to take your business to the next level, you may need more than a few new clients right now.

So…what IS the BEST way to market bookkeeping services?

It’s word of mouth, of course!

It’s powerful. It’s free. And referred clients are usually ready to engage your services right away.

In fact, most successful independent bookkeepers get a majority of their new clients from referrals. Once you’re established, referrals are like an engine that just keeps sending you more business.

Even in the beginning, the vast majority of new freelance bookkeepers get their very first client by simply letting their existing friends and professional contacts know that they are starting their own bookkeeping business. It’s the easiest first step to getting the wheels moving on your word-of-mouth marketing program.

Did you catch that?

If you’re just getting started (or you’ve hit a dry spell), brainstorm a list of everyone you can talk to about what you’re doing. Share the good news about your bookkeeping services with friends, family and any other contacts you have.  Let them know you are taking on new clients and ask for their help in your search. If you can describe the exact type of clients you like working with best, that will make it easier for them to find someone to refer your way.

And by the way, don’t assume that everyone in your life already knows what you do for a living. They probably don’t. And the truth is, you never know who they know that may need your services!

The Downside to Word-of-Mouth Marketing

There is, however, a problem with this marketing strategy.

It’s really a shot-gun approach. While it’s quite possible that you will get quick results from your initial awareness campaign, you need to focus your ongoing word-of-mouth message more specifically on those closer to your Ideal Clients (aka a specific segment of the small business market).

The easiest way to do that is to go where your potential clients gather. By doing so, you will not only have more opportunities to strike up conversations with those who may wish to hire you directly, but also with those who regularly have contact with your potential clients.

Where might that be? The basic answer is at networking events or any other location (online or offline) where your best clients might gather to talk shop or socialize (such as at Chamber of Commerce meetings, a golf club, LinkedIn Groups, charity events, industry-specific conferences, etc.)

A Key Source of Targeted Referrals

Referrals work because they are built on relationships. And in this economic and technological climate, social interaction is extremely powerful.

That being said, the best source of high quality client referrals will come from those who are already working with the clients you want to snag. Therefore, building strategic relationships with professionals whom you can complement is the #1 way for freelance bookkeepers to build a solid referral engine.

For most of us, that means building strategic alliances with CPAs and accountants. (You may also consider strategic relationships with lawyers, insurance agents and any other small business service professionals who focus on serving the same clients you do).

Yet, as powerful as these relationships are, I’ve heard time and again how frustrating it can be to “crack the code” on getting referrals from accountants.

If you’ve run into that roadblock too, you’ll be glad to know that I’m holding a FREE teleseminar specifically for freelance bookkeepers and QuickBooks consultants on how to build mutually beneficial relationships with CPAs and accounting firms.

Together with CPA networking expert Val Barschaw, we’ll reveal the simple strategies that you can use immediately to connect with CPA firms and accountants to kick YOUR referrals and word-of-mouth marketing into high gear.

If you want to listen in on this exclusive 1-hour FREE training call, mark your calendar now for next Wednesday, July 27 at 8:00 PM Eastern Time.
Then click here to claim your spot on the call.

So whether you’re looking for just one or two new clients, or you’re ready to ramp up your business with a whole slew of new clients as quickly as possible, what are YOU going to do right now to get your word-of-mouth marketing going?

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Resources

FREE Teleseminar:

“Effective Methods for Building Strategic Alliances with CPAs and Accountants”

Recommended Book:

The Referral Engine by John Jantsch