5 Practical Ways to Convert Prospects Into Clients

If you spend two minutes trying to learn about effective marketing techniques, you’ll likely bump into the word “leads” over and over again. Endless emphasis is placed on acquiring them, and for good reason. Every client starts as a lead, so to get more clients, you need to get – and convert – more leads.

It sounds simple, but it isn’t always. As an accountant, you might have some marketing efforts already in place, such as capturing visitors’ information on your website or receiving referrals from current clients. These are great first steps. The real work comes in, however, when you go from having the name of an interested prospect to actually being able to call that person a client. Here are a few proven methods:

Incentivize and Engage

You might dismiss the idea of incentives because your desk has seen its share of unused swag from companies who’ve tried to win your business. You can implement incentives without resorting to cheap giveaways or gimmicks.

In fact, there are plenty of creative ways to motivate your prospects to take a specific action. Maybe you want an interested individual to give you 10 minutes of his or her time. Offer a free 10-minute consultation and initial financial evaluation. This is a great way to get a conversation started with a prospect who has been dipping his toe in the idea of using your services. It’s a gateway to becoming a client.

Pssst … Remember ROI?

Sometimes, all that stands between you and your next loyal client is a bit of education. If you’re offering some services or tools that can help someone realize a greater ROI, you have real value to offer. Consider reminding your prospects of this. Put together a straightforward email, or design a mailer, that showcases the ROI benefits of working with you. However you present it, remind your prospects of the ROI that could be theirs.

“Can I Help You Save Money on Your Taxes?”

If you’ve reached the point of a one-on-one conversation with a potential client, you have a warm lead on your hands. This means the person is primed and getting close to making a decision about you. Sometimes, all it takes to seal the deal is for you to ask for the sale. Phrase it in a way that feels natural and positive, such as “Can we get started building you more wealth right now?”

Answer Before They Ask

Don’t make potential clients work hard to track down information or answers to their questions. Instead, create a Frequently Asked Questions (FAQs) page on your website, and fill it with the most common questions prospects have. If you’re not sure what these are, ask your salespeople and team. Once you have a hearty list, include helpful answers and resources. This can save you time in the long run, satisfy your prospects early in their journey and ultimately help you close more deals.

Make the Most of a Negativity Bias

People tend to remember (and act upon) negative feedback and actions far more than positive or neutral ones. It’s simple psychology. While this might seem like a big downer, it’s very common and can actually be used to your advantage.

Big life events and accompanying emotions are often tied to finances. If a prospect has had a negative experience with another accounting firm, or with a certain financial practice in the past, you may be able to convert them into a client by showing how you can help avoid those same mistakes. Turn the negativity you encounter into an opportunity to lift up potential clients and show them how you can help.

If you dream of a robust client roster, well-padded pockets and a thriving business you can be proud of, client acquisition is crucial to seeing it through. Once you have your leads, focus on incentivizing them with valuable offers. Remind them of the ROI you can deliver, ask for the sale, provide answers to FAQs and use the negativity bias to your advantage. It should just be a matter of time before you start seeing your prospects convert into clients again and again and again.