The Easiest Marketing When Starting Out
We’re talking about the “casual drop” today…
When I was about 1 year into my accounting firm ownership life, I was in a Girl Scout carpool headed to a weekend jamboree camp. Me in the driver’s seat, my newish mom-friend Amy in the passenger seat, and lots of 8 year old girls in the back. (I later found out that my spiritual gift is not carpooling lots of small children, but I digress.)
As we drove, Amy and I made normal mom-small talk: “what’s going on with you?”, “How’s life?” and such.
In the natural flow of conversation, I mentioned that I had been working to build my new business. “What’s that?” she asked. “QuickBooks bookkeeping,” I answered.
Turns out, Amy’s husband, Eric, was looking for someone to take care of his new solo consulting firm’s QuickBooks.
And it turns out…Eric had a business partner in a different business, a growing startup who needed a bookkeeper.
And also…Eric had a friend in a Bible study group that needed QBO help for their new screen printing business.
I had NO intention for “pitching” anything on that Girl Scout trip, it was just normal conversation.
But that one conversation led to my 2nd, 3rd, and 4th clients, one of which eventually became a $4,000/mo client I had for years.
Listen, we were all likely taught not to talk about ourselves. And if you’ve ever read How to Make Friends and Influence People by Dale Carnegie, you know to focus on the other person.
But…
If you don’t tell anyone what you’re doing, no one will know what you’re doing.
And you’d be SHOCKED at how many people, already in your life circle, need accounting help or know someone who does.
Here are the things to remember about “The Casual Drop”:
No Strategizing: You’re not going out of your way to do this. It happens whenever and wherever your life is already happening (think: pool, playground, class reunion, kid’s birthday party, the backup on the 6th tee, etc)
You’re Not Selling, You’re Telling: You don’t have to “sell” this. You’re simply telling someone what’s going on in your life when they ask…just like people do normally: “What’s going on with you?…I’ve been spending more time working on my new business / accounting firm”. Then you’re done. It’s over. …unless they want more.
Great Pre-Niche: Because you have NO idea what you’re going to get from these conversations, this is great “pre-niche” marketing when you’re just starting out. Once you niche, you’ll start to focus on just your target market. Until then, this is free and easy.
Have a Next Step: When someone says “Oh my gosh, I’ve been looking for a bookkeeper!” or “No way, my brother just fired his CPA!”, have a plan for what comes next. Send them a website in a text. Hand them a card. Set up a Zoom call in the Calendly app on your phone. Just ask yourself…What’s your next thing that happens?
My challenge for you:
If you’re just starting out, practice the “casual drop” this week - even just once. Don’t expect anything to come of it. No pressure. Just practice the muscle of talking about what you’re doing…like a normal human.
Still at your W-2? You can still practice like this: “Anything new with you?…Yeah, actually, this might sound out of the blue, but I’ve been thinking about starting my own tax / bookkeeping practice someday. Do you think there’s anyone in need of accounting help from someone like me?” You might be surprised at the response ;o) (I think it goes without saying that you don’t drop that line at your current employer’s summer picnic.)
Hope this helps,
Erica
What’s Happening in Aligned
Sales & Marketing Summer Series:
Get ready for the Sept - Nov accounting selling season this fall (yes, fall is a real selling season) with these three MeetUps happening this summer. Join live to ask your questions or submit your questions early and watch the recordings at a time that works for your schedule.
➡️ Niching with Geraldine Carter - Recording Now Available (the feedback was great on this session!)
➡️ Simple Marketing Funnels for Solo Accountants with Erica - Wed, July 16th (11am MST)
➡️ Sales Strategy with Nikki Rausch - Wed, Aug 20th (11am MST)
Join the discussion with 150+ like-minded, non-scaling accountants / really cool humans via the link below.
Money back guarantee, if you get in there and don’t see the value. No questions asked.
More details in the link above.