Reinventing the Sales Approach: How Apps Can Attract Clients Without Harassment

In today's modern accounting industry, the landscape is teeming with hundreds of accounting apps, each boasting specific capabilities and promising to revolutionize how accountants work. Like a zillion of them out there, all shiny and new, promising to be the next big thing. But guess what? Accountants are kinda tired of all the glitz and glam. They're suffering from what we call "app fatigue." They crave more than just flashy features. They truly seek a solution to their pain that seamlessly aligns with their unique needs and workflows, one that they can easily implement into their firm without disruption.

Let's switch things up a bit, shall we? Instead of all the apps out there doing the same ol' song and dance to get clients, let's chat about something radical: making accountants actually WANT their services! No more chasing after them like a pack of hungry wolves. Let's ditch those aggressive sales tactics and focus on being the cool kids on the block everyone wants to hang out with. It's time to shake things up!

Traditional Approaches

Alright, first things first… cold calls? Yeah, they're about as outdated as dial-up internet. Who even picks up the phone anymore, am I right? Next, let's chat about email overload. I mean, seriously, I LOATHE them. Yesterday alone, in a single 24-hour period, 461 marketing emails in my primary inbox, and that does not include the three dozen requests to meet with me for 15 minutes (via LinkedIn) so they can show me some new app or sell me some kind of lead gen service. I say ENOUGH!

Who wants to wade through a swamp of a thousand emails just to find the one that matters? Ain't nobody got time for that! And finally, let's show some R-E-S-P-E-C-T for our hardworking accountants during their busy seasons. They're swamped! Don’t you dare reach out to them unwarranted, especially until May 1. April 16th does not suddenly wipe away the exhaustion and all the other things they need to catch up on.

New Ideas

That way of thinking is just outdated. Those tactics are siloed, salesy, and just plain snooze-worthy. But what if we actually considered what our target audience wants—or, more importantly, what they don't want? Spoiler alert: Nobody—absolutely nobody—wants to sit through an hour-long demo that could be wrapped up in just 10 minutes. Time is precious, people! When it comes to engaging with your target audience, you've got to keep things fun and exciting!

ICYMI, on Valentine's Day, we hosted the ultimate app speed dating event! We had five amazing apps—Amalgam, Bookkeep, CPA Pilot, Forwardly, and Fyle—each with less than 10 minutes to woo our audience with their key info, quick demos, and special offers. And let me tell you, it was a blast! We had hundreds of accountants and bookkeepers signed up, an engaged audience in the chat and Q&A, and a number of new interested potential customers, sign-ups, demos, and greater awareness of their respective brands through this combined effort.

Strategies for Success

To stay competitive, apps have to improve their product and their strategy continuously. First up, let's talk about letting accountants come to you. Instead of chasing after them like a pack of wild animals, why not sit back, relax, and let them come to you? Trust me, they'll appreciate the breather—and you'll appreciate not having to play the role of the eager salesperson. Next, let's shine a spotlight on highlighting your unique solutions and benefits. I'm talking about showcasing what sets you apart from the competition, whether it's your killer features, top-notch customer service, or mind-blowing ROI. And finally, let's chat about building relationships through problem-solving. Instead of just selling a product or service, why not focus on solving your customers' biggest pain points? Be their knight in shining armor, their problem-solving superhero. Trust me, they'll thank you for it—and your sales numbers will thank you too! Another impactful strategy worth considering is collaboration. Picture this: two (or more) brands joining forces to take on a project or event! Not only does collaboration make you stronger together, but it also helps you save some serious moolah by splitting costs. And get this: the idea for our epic app speed dating event? It was born in our Not the Only App Roundtable! That's where app CEOs and marketing and partnerships executives come together to hash out challenges, brainstorm ideas, and dish on all the hot topics of the moment.

It’s time for a new playbook!

Success lies not in outdated tactics or aggressive sales pitches, but in embracing an approach that prioritizes the needs and preferences of accountants. It's about being fun, exciting, and totally customer-centric. Let's talk about how to be the life of the party—the talk of the community, if you will—for all the right reasons! By allowing accountants to come to you, highlighting your unique solutions and benefits, and building genuine relationships through problem-solving, apps can elevate their marketing and sales efforts to new heights. Shift your focus from chasing after clients to becoming the trusted partners they seek, delivering value, solving problems, and ultimately driving mutual success. Let’s redefine the way we approach marketing and sales in the accounting industry, and pave the way for a brighter, more impactful future.

Richard Roppa-Roberts

One minute, he's a forward-thinking problem-solver. The next, he's a technically-minded marketer. All in a day’s work for Richard Roppa-Roberts, The Intellectual Handyman and ProAdvisor® Advisor at the helm of Roundtable Labs and Quasar Cowboy. He's driven by one core belief: working collaboratively is the key to a better business. This belief is the backbone of the thriving Roundtable Labs community he's been cultivating since 2015. And it's also at the heart of his highly sought-after "mission-control" style coaching of Quasar Cowboy