Abundant Accountant | Cameron Montgomery | High-Ticket Clients

 

Trade those overly demanding clients for those who see your value and worth and do it through a system that is simple and effortless. In this episode, we dive into the world of strategic marketing and sales with our guest, Cameron Montgomery, the owner of Apex Methods. Join us as we unravel the distinction between lead generation marketing and sales conversion, shedding light on the crucial steps to land high-ticket clients and boost revenue. Learn how to streamline your sales process, set strategic pricing, and confidently close deals, ensuring you build a clientele that values your expertise and services. Don’t miss out on this insightful discussion packed with actionable tips to transform your accounting firm’s growth trajectory and elevate your client experience to new heights.

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The Simple System To Land High-Ticket Clients With Cameron Montgomery

In this episode, we have a very special guest. Our special guest is the Owner of Apex Methods, which he started in 2019. He focuses on helping bookkeepers and accounting firm owners get more leads and clients through online marketing. Yes, this is lead generation. His specific focus is helping them establish a social media presence and generate leads on a consistent basis. He also spent and helped over 500 bookkeeping and accounting firms with their marketing and continues to work with more and has a positive impact on the accounting industry.

Before we welcome our special guest to the show, if you’re an accounting tax or bookkeeping firm owner and you want to stop trading time for dollars, let go of overly demanding clients, get paid based on your value and worth, and still massively boost your revenue, here’s what I’ve got for you. We show you a system to fill your firm with ideal clients who value your time.

It’s so you can take your firm to the next level and work the hours you want to work while still having plenty of time every single week for yourself and your family. Not only that but I’m going to show you how to do all this in a way that feels simple, effortless, and automatic. If you want me to show you exactly how to do this, go to TheAbundantCall.com and book a call with me and my team. Let’s welcome our special guest, Cameron, to the show.

Thanks for having me.

Cameron’s Start In The Industry

Thank you so much for being here, Cameron. I’m so excited to have this discussion with you. We need to have many more because I always get the objection all the time, “Michelle, I don’t need sales. I need leads.” That’s what we’re going to talk about in this episode because Cameron and I did a webinar and there were questions about marketing and sales. What is the difference between leads and sales? Also, a few other questions that we got from our webinar. That’s what we’re going to dive into. Cameron, before we dive in, I know I just did your intro but why don’t you share with everyone how you got started in this industry, why you chose the accounting and bookkeeping firm owners like I did, and the impact you want to make on this industry all in under one minute.

Thank you for the intro. A little bit of my backstory is I’ve always been in marketing. My background is not in accounting or bookkeeping. When I started my business in 2019, I knew I wanted to niche so I started thinking, “Who needs help with marketing?” I found that bookkeepers and accountants typically struggle with marketing and that there was quite a big need so I decided to make that my focus. I’ve worked with a little over 500 firms.

The impact that I’m trying to make on the industry is to show bookkeeping and accounting business owners that you do not have to do complex marketing. It’s a very simple process. There’s a time and place for complex marketing but in the beginning, it is nothing more than simplicity and consistency. I’m trying to teach as many people as I can.

Is there a firm size that’s too small to implement your simple marketing system?

Every firm can use this but it’s the other way around. I have two programs. My most popular program is meant for people either starting or brand new to Facebook marketing. What I do is base it all on how I started my business when I had zero clients and zero money coming in. Usually, it’s great for people in the startup zone. I’ve worked with very large firms that have other forms of getting clients, usually word of mouth but they’re new to Facebook. The size of the business doesn’t matter. When it comes to the Facebook program, how experienced are you with Facebook marketing? If you’ve been doing it for a while, I have my advanced program but most people haven’t. To answer the question, there is no size too small.

Attracting Higher Quality Leads

In the webinar that we did, we got a lot of questions about targeting, more precisely in lead generation, especially for a firm owner who’s new or starting. How do you attract those higher-quality leads using the organic Facebook marketing that you teach? What do you say about how to target more precisely and attract a higher-quality lead?

When we talk about higher quality leads and targeting, you want to go a step before lead generation. Probably 90% of the people I talk to, this is what we talked about. “How do I generate more leads?” “You can generate more leads. We do want to do that. There’s a way we do it.” The quality comes before that. It comes in the strategy. The first thing in the program that we do is set a simple marketing strategy. Within that, the first item is we need to identify who is the target market because that is going to dictate everything we do with marketing.

Abundant Accountant | Cameron Montgomery | High-Ticket Clients

High-Ticket Clients: Identify who is the target market because that is going to dictate everything we do with marketing.

 

If we don’t get strategic on that, it’s going to be hard to know who we’re targeting and up that quality of lead. For example, if I want to have high ticket prices or fees and charge a premium for my service, I need to market to people who can afford that. An easy example could be law firms or dentists. There’s a ton of them that can. 1) They have a deep level of need for it but 2) They can afford it. Not only can but it’s common, as opposed to maybe photographers. People love photography but it’s not extremely common for photographers to make a ton of money to spend $1,000, $2,000, or $3,000 a month on accounting.

In the beginning, you want to be strategic about what you’re doing. You want to structure this out on who you are even marketing to. Are they in a lucrative industry? Once you have that, before you start doing lead generation, you want to get positioned to them and showcase, “I specialize in helping you. I’m a heart doctor for your heart problem.” On our webinar, you use a brain surgeon. I always use a heart surgeon example where it’s like, “If I’m having a heart attack, I will pay a heart surgeon whatever they want to fix my heart.”

You’re going to the specialist. You wouldn’t go to a general practitioner. “I’ve got this tumor in my brain that the MRI showed. Can you help me out?” The general practitioner would be like, “I need to refer you out to the neurosurgeon or the brain surgeon to remove this tumor who can also read the MRI and look at the specialty because they’ve done hundreds or thousands of these surgeries.” They become an expert in that area.”

I love that because even on the sales side, people talk like, “I want to convert and offer higher pricing.” One of the questions I got when we did our webinar was, “How soon can I raise my prices to clients who signed on?” If you’ve lowballed their fees or discounted them and thought, “In the future, they’ll pay me more,” it goes back to what Cameron was saying. You have to understand that in my world, we call it your ideal client.

To communicate your value, you have to understand so many elements of that and have a sales process to take them through for them to see your value and worth and then be able to charge the premium monthly fee that you want, be it $1,000, $2,000, or $3,000 a month. It’s important on the marketing side for lead generation and it’s important on the sales side for conversion.

Marketing Vs. Sales

Before we get too far deep down this rabbit hole, Cameron, I would love it if you could share with me what the firm owners reading should know about the difference between what you do, which is lead generation marketing, versus what I do, which is sales, conversions, closing, getting paid, getting your agreement signed, and making sure you’re priced high out the gate so you don’t have to deal with discounts, low balling your fees, and doing work for free.

It comes up pretty often that a lot of people when they think of marketing and sales, they think it’s the same. It is not. They’re cousins and under the same umbrella but it’s different. The way I look at marketing and lead generation is it’s producing the interest, leads, and calls. For example, when I book a call with my ideal client, my lead gen and marketing are done. I’m moving into a different area, which is my sales call. That’s where it passes on to what you do like, “We’re going to have a sales process and a closing process. We’re going to be able to charge these high-level fees.”

I’ve talked to a lot of people and some are already great at lead gen but bad at closing calls. Some of my clients that I teach are like, “I got this down. I’m booking three calls per week but I’m closing nobody.” That’s where that separation comes in where they need help with sales or vice versa. People are like, “I’m good at sales. I close them all the time. I seem to book more calls.”

If they’re closing all the time but it could be the person who we had on our webinar where they’re like, “I closed them but the rate wasn’t the right one. I went low to get the client. I need to raise the price to the client who signed on with me,” that is not the way to do it. That has got to be the worst tactic I’ve ever seen unless it was a mistake but if you’re doing it on purpose to have a high conversion rate and get as many clients as you can get, it’s a recipe for disaster in your firm.

It was funny. We had our webinar and then I had our weekly group call. I could see the people who were on the webinar and had just one call with you or your team. They were so much more confident talking about these things high level. They were coming out of the gate in a different way than what they usually do on the call. A lot of it was talking about charging higher fees but also being willing to say no to people and the power behind that. A lot of that came from their conversation with you.

There is a power behind being willing to say no to people. Share on X

We uncover that when we have a call with any prospect but having that confidence to say no allows you to figure out, “This is not my ideal client so I’m not going to take them on for a low price just to get the client signed on.” When you have the power of saying no, that’s when you can start to attract more high-quality leads on Facebook and more high-quality clients in the targeting and messaging that you have once you learn, “Here’s what I’m going to accept and here’s what I’m not.”

That’s a crucial thing because typically a lot of times, normally you have an initial call. You get a yes from clients like, “Yes, I want to work with you.” We heard this on the webinar and I want to address this question. You send them in an agreement and then you send them this ACH form to be filled out. You’re wondering, “How come I don’t have a signed agreement?” You’re literally in Wonderland. You’re like, “Did I get ghosted? What happened?”

That’s a challenge in your sales process and with your closing confidence. When we don’t do it the proper way, I call it being in proposal land. You send out a proposal and a payment link or form to fill out and then you are in proposal land, not knowing what happened. The most important thing to do is make sure that you get paid in your first meetings, get an agreement signed, and have your engagement letter signed right then and there.

It will remove about 90% of your time-wasting activities of chasing clients, wondering what happened to them, and following up with them. Even though following up is an important element in your sales process, it’s crucial to do so because otherwise, you just sit and wonder how come so many people disappeared on you or ghosted you. That’s a horrible feeling. That’s not going to attract high-quality leads and be able to target your lead generation more precisely in any way because you’re not getting to a decision from a client. They disappeared because you didn’t have a good sales process.

With that too, I’ve seen so many people booking these calls and having success. Even when the call goes well, they’re like, “They’re all saying it sounds great but they’re not closing them.” You still lack a lot of the instruction. They are following up and have a process. People have to understand that having a process is step one but having a good process is different. You can spend so much time, hope, and mental energy on having a week of the sales process, a week closing process, and following up with people for weeks. Even if they do close, it took 3 or 4 weeks.

If you can have a solid process that is affected and you’re getting paid upfront and closing these people, it is going to save so much time that you can then reinvest that time. Our time is our inventory. You can take inventory and put it into marketing, client delivery, living life, time with family, and so many different things. People have to understand that it’s not just having a closing process but a good closing process.

Abundant Accountant | Cameron Montgomery | High-Ticket Clients

High-Ticket Clients: Our time is our inventory.

 

It’s a step-by-step system that you can replicate and duplicate. As accountants, bookkeepers, or tax firm owners, we like processes and procedures. Just like you have a process for your onboarding clients, you should have a process for your marketing and lead generation. That’s what Cameron does. You need to have a process for your sales, how to get paid upfront, how to do this over the phone, and how to figure out your pricing and packages before you even have a meeting with a client.

That’s all your sales process. Otherwise, you’re going to have clients saying, “Give me a quote.” I’m going to use this example. I have a very expensive fixer-upper house. I say, “Give me a quote,” to the guy who’s going to do the stucco outside my house. You are not a commodity. You are a highly educated person who owns a service-based firm that is a bookkeeper, an accountant, a tax planner, a tax professional, a tax resolution CFO advisory, or whatever it is. We don’t do quotes. That’s not how we enroll clients.

If you think you have to give a quote or proposal, that’s part of not having a step-by-step systematic approach to your sales process. It’s going to cost you a lot of time, inefficiencies, bumps in the road, and mistakes that ultimately you could have been doing, like what Cameron said, hanging out with your family, putting more of the effort in on marketing, focusing on getting the high-quality leads on Facebook or using any of Cameron’s other lead generation techniques so you can get your ideal client but then they expect a different client experience. When you have a systematic sales process, that’s what creates the client experience.

I’m interested in your take on this, Michelle. You said to have a process in a system. I preached the same thing. One of the things I’ve noticed over the years is that’s how bookkeepers’ and accountants’ minds work. It’s step-by-step and task-oriented but they have a general misconception on marketing and sales. Marketing and sales is this creative fluid, go with the flow, “Try this and that. You’re good with your words.” They’re like, “I’m not creative.” In reality, that’s not what you do in this.

We want to be not creative in this. We want to be very strategic and systematic and follow certain steps to get the outcome that you’re looking for, which is having no accounts receivable, getting paid upfront, getting paid a minimum of $1,000, $2,000, or $3,000 a month from clients, having clients say yes to you in that first meeting, and not having to chase people. That is what’s possible when you have a step-by-step process. Being creative in my mind will not benefit you and the outcome that you’re looking for, which is to help more of your ideal client.

Honestly, it’s funny coming from like me, a marketer. Being creative is exhausting to me. I prefer to focus on the simple, boring stuff where it’s like, “I’m going to look at this from a logical structural standpoint. Can I turn that into a system that is more like an equation, like a 2 plus 2 equals 4?” That’s how I want to look at it. I want to be the least creative as I can be. That works so much better. There’s a time and place for doing some creative stuff and high-level marketing, for sure, but by no means is it a requirement for success.

The same goes for the sales side. Every single time I listened to a client’s recorded call or we were having a discussion on one of the elements of the enrollment process, whenever they went off track and didn’t follow their steps in front of them, it was a disaster. They didn’t get the client. It didn’t go to plan. They waste an extra hour on the phone with them. It didn’t pan out.

Pricing And Packages

It’s the second that they go right back to the steps and follow the preparation that they did before the meeting, which also I want to address one of the questions. Before any meeting, we must figure out, “What is it that you want to price this client at? What is the best package for this client?” We had a question as well and maybe you can speak to this, Cameron, but I’ll be very blunt with it. Should we be offering different packages to our clients and then letting them choose which one?

If you end up doing that, they’re always going to check or want the lowest price. You’re already putting yourself in a price competition with yourself when you offer three packages. I don’t like that. If we go back to our heart surgeon and you had a heart attack, you need to have a stent put in or you had a brain tumor and you needed it removed, the brain surgeon’s not going to go, “Cameron, I have three options. We can either remove part of it and then see if the other part goes away on your own, you might need chemo or not, or we could eliminate the whole thing. You will never have to do chemo. If you want to see how you can get rid of this organically, that’s our other option.”

“I want the one that’s going to make me live the longest and not have to be back here all the time.” I’m going to give you a personal example because I dealt with this with my dog. We went to an eye specialist who gave me two options. I went with the option to try to heal her eye herself. At the end of the day, she had to have a very expensive surgery because it wasn’t healing itself. He said, “You have a 75% chance that it’ll heal on its own this way or a 95% chance if we do the surgery now.”

He should have said, “This is so bad. You need to do the surgery so her eye does not rupture and that she can see. She’s a young puppy and she’ll have a great life ahead of her.” Never offer too many options. We always are going to go with the lowest price or the least evasive. That’s what I was thinking. I’m like, “I don’t want to put my dog under if I don’t have to.” Fix the problem. That’s the other thing.

When you’re looking at a client’s books, let’s say, they give you access to all their bookkeeping, and you’re noticing all these mistakes and all these other things, that’s how you can figure out your pricing. You’re like, “What questions am I going to ask in the meeting? You need my VIP or platinum package.” I don’t care what you name them. It’s just you’re only going to offer the solution that solves their problem. End of story.

The eye doctor should have provided me the solution to save her eye without wasting two months trying to figure it out with drops and other stuff. Thank you so much but it didn’t work. We still had to go back and do the surgery. We have a whole nother month of recovery on our hands. We’ve lost three months of puppy time and it’s not fun having a puppy who can’t play with friends. What is the solution that the client needs to solve the problem? That is the package that you deliver. Cameron, what are your thoughts on that?

I agree. I always like to offer a unique perspective because I don’t have a background in bookkeeping and accounting. I used to wish I did but as far in as I am, I’m glad I don’t because I can offer the other side of it like when I was given quotes. Truth be told, I didn’t want options because I didn’t know. I’m not an accountant. I want to be led by somebody who says, “Here’s your situation. This is what you need to do.” That’s as much time as I want to spend on it.

A lot of people get scared of asking for high prices so they’re like, “This is premium but there’s also this.” They want to get that client. It all comes back to when you’re okay with saying no and losing a lead that wasn’t right for you, it’s going to be better. You just need to tell them what they need. Maybe not what they want because maybe they want something low, and I’m not going to go there.

Abundant Accountant | Cameron Montgomery | High-Ticket Clients

High-Ticket Clients: When you’re okay with saying no and losing a lead that wasn’t right for you, it’s going to be better.

 

If you give options to people, they’re not bookkeepers and accountants. They don’t know what’s best for them. If you do that, they could either be price shopping or like, “We’ll start here and see where it goes.” I don’t know when they probably would have been willing to do the higher ticket one. I’m with you on that. Offer what they need and what you want to provide.

Also, what will solve their problem? My dog needed her eye fixed or someone going in with a brain tumor needs their tumor removed. End of story. There should not ever be any options in what we do here. I believe we do not need options. It’s confusing. It’s becoming a price conversation when it should not ever be about price.

That sets the foundation for the relationship. From the beginning, it was price and ongoing, that’s what it is, where it’s based on value. It’s like, “I’m the professional. I’m going to solve these problems for you. You have my back in this area of the business.” It’s a different relationship moving forward.

Marketing Doesn’t Have To Be Complex

Cameron, this has all been fantastic. Is there anything else that you want to share that maybe we haven’t covered yet from any of the questions that you recall from the webinar or anything in general about the difference between what you do with helping accounting and bookkeeping firms generate leads, which is the first part of the process or even on the sales side from your opinion?

If there was one lasting item I’d say to think about, it would be that successful marketing does not have to be complex or advanced. When you see people having success online, it can be intimidating if you’re new to it. It needs to be strategic. When you look at it from a strategic standpoint rather than a creative standpoint, we start breaking it down into a logical structure. We start looking at, “First things first, who am I going to market it to? Is it a lucrative industry where they’re willing to pay these high ticket prices?”

Successful marketing does not have to be complex. It does not have to be advanced. It just needs to be strategic. Share on X

You break that down into, “How am I going to be positioned to them?” You start doing a lead generation process. It’s quite amazing how simple it is once you understand it. When you look at it from a simplistic form, it’s more realistic. It’s not daunting and this huge thing where you’re like, “I’m so confused.” Keep it simple. The second thing I’d say is to understand that there is a 100% difference between lead generation and a sales process.

You can be great at lead gen. A lot of my clients are fantastic at lead gen. There is no problem booking calls. I won’t say any names but somebody I referred to you was three weeks in and booking calls but the calls he didn’t close were due to price. There’s a difference in that. You have to understand what you help people with like fees, structure, and sales process. There is a whole structural process in that as well. You have to learn these processes and how they work together.

Connect With Cameron

You have to learn the art of enrollment. If people are saying no to you because of the price, then you’re having price conversations and not having sales conversations. That’s a whole nother topic. Cameron, thank you so much for being here. If someone wants to talk to you about getting organic lead generation going and learning your simple, systematic approach to generating calls so they can get new clients of their ideal client, how can one get in touch with you?

I got my website. It’s Apex-Methods.com. You can always check that out and learn a little bit more about me and my company. You can book a call from there. I do social media marketing so I’m on social media all day. I’m on primarily Facebook, LinkedIn, and Instagram but by far, Facebook is what I’m on the most. Reach out to me there. I’m always happy to have a chat and A) See where I can help you if you have general questions, or B) If you’re serious about it, then jump on a call and see if it’s the right fit.

Thank you so much for being here. If you are an accounting tax or bookkeeping firm owner, you own your firm, and you want to stop trading time for dollars, let go of overly demanding clients, finally get paid based on your value and worth, and get paid upfront, as we talked about, before anyone ever goes to you ever again, here’s what I’ve got for you.

I show you a simple step-by-step system to fill your firm with ideal high-paying clients who value your time so you can take your firm to the next level, only work the hours you want to work, and still have plenty of free time each week for yourself and your family. Not only that but I’m also going to show you how to do all this in a way that feels simple, effortless, and automatic, like what Cameron was talking about, with the way you can generate leads and target your ideal clients. If you want me to show you exactly how to do this, then you can contact us and go to TheAbundantCall.com and book your call with me and my team. Thank you all so much for being here on another amazing episode. We’ll see you in the next episode.

 

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About Cameron Montgomery

Abundant Accountant | Cameron Montgomery | High-Ticket ClientsCameron Montgomery is the owner Apex Methods, which he started in 2019. Cameron focuses exclusively on helping bookkeeping & accounting business owners get more leads and clients through online marketing. His specific focus is in helping them establish a social media presence and to generate leads on a consistent basis. Cameron has now helped over 500 bookkeeping & accounting with their marketing and continues to work with more to make a positive impact on the accounting industry.

 

 

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