Lee Associates, an accountancy firm, wanted to get meetings with potential new clients. Not easy, as companies already have an accountant and most change almost immediately if they are unhappy, hence a tiny window of opportunity. The challenge was to generate interest in a meeting, irrespective of the target company’s current accounting arrangements.
The Dent Consultancy pinpointed two key issues:
- What Lee Associates offered potential new clients
- How they offered it
Thinking about the first issue prompted us to make the going in point not “let us do your accounts” but rather “have you thought about all these other financial areas in which we could be helping you?”
Consideration of the second issue inspired a highly creative approach, which involved an extremely simple letter, along with a film – The Shawshank Redemption. To see what the letter said, simply click on this image:
The upshot of the mailing was a volley of phone calls and meetings with over 50% of the companies targeted.