Geni stated that a company who is interested in attracting CPA clientele should not approach the CPA with technical terms.  The CPA will respond better to terminology that in their field, and generalize advertised topic titles so that they only mention the broad idea of your topic, such as:  "How to increase your profits" or "How to not get fired".  The latter of those two generated quite a few chuckles from the audience. 

What works when talking with CPA's?  Geni had a few suggestions:

• billable hours (Keep it brief!)
• annuity stream
• don't risk adversity (use proven results only)
• the CPA wants to be the expert - word things approapriately
• book of business - determine partner compensation
• CPA's are cheap - value should be a key point
• realization vs. utilization
• remember to use the right lingo: it's "client", not "customer"
• CPA's like to use their existing skills
• point out aspects of your solution that provide more revenues for less hours

When looking for prospects, target the Senior Manager, they are one step from the top and are usually the hungriest for making a name for themselves through positive corporate changes with new implementations.    Use checklists when presenting your material, and remember to gear it to the services that the solution will automate rather than the founding technology.

Demo product for the prospective CPA client and make some changes to any entry so that the impacts of each change can be clearly seen.  ACCPAC GoalSeek is a cleaver tool for this demonstration.  It allows you to enter the amount you want to earn (cash flow), and then an interface occurs that allows for data manipulation thereafter.   Once the client has seen this tool, Geni is sure that they will be your sales guide.

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