Workshop de Marketing Contábil
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Transcript of Workshop de Marketing Contábil
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AndersonHernandesPalestrante
anderson_her
MARKETING DE SERVIÇOS CONTÁBEIS Solicite slides por e-mail
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O que muda em você
30 de Outubro de 2012
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Ano 1975
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12 anos
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13 anos
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14 anos
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15 anos
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16 anos
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17 anos
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18 anos
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19 anos
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20 anos
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21 anos
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2002
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2010
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27 anos
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37 anos
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era da MUDANÇA
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profissional
necessidades
valorização
MU
DA
NÇ
A
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a mudança exige...
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Quero abrir um
escritório de
contabilidade
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Você está pronto para
MUDAR?
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a mudança exige...
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Aceitadores 7%
Convencedores 43%
Demoradores 43%
Sabotadores 7%
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Recobra motivação
MO
TIV
AÇ
ÃO
PE
SS
OA
L
Ação
Problemas
MUDANÇA
Desiste Planejamento
Definição
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Novo profissional
Importante Complexa
Fundamental
Baixo Risco Muito complexa Alto Risco Alta Visibilidade Baixa Visibilidade
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Você
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O que você precisa saber sobre
CLIENTE?
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Cliente atual • Valorizam o tempo
• Alta expectativa
• São informados
• Equiparam fornecedores
• Menos fiéis
• Sempre insatisfeitos
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Dissonância cognitiva
REGRAS:
• Não gerar expectativas altas
• Garantir as expectativas criadas
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Mente expandida
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Valoriza estrutura
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A xicara de café...
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É possível MUDAR
um cliente?
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TROQUE seus CLIENTES!!!
• quer te quebrar
• infiel
• não-lucrativos
• fora do perfil
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Não acredite no cliente
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Como perder um cliente?
Contrate PESSOAS errada
ESTRUTURA inadequada
ERROS decorrentes
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A palavra que vai mudar sua vida...
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O que pensa dos Programas de Qualidade Contábil?
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Avalia o custo TOTAL
C L I E N T E
Custo Monetário
Custo do Tempo
Custo de Energia Física
Custo de Energia Psíquica
E M P R E S A
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Quanto vale um DARF???
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Valoriza apresentações visuais
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Valoriza credibilidade
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Acham que somos ARQUIVISTAS
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Não é nosso parceiro
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O que você sabe sobre
VENDAS?
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O que você VENDE
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Não subestime o poder de compra
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Não dê muitas opções
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Invista na pequenas coisas
MPC – Montão de Pequenas Coisas
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Feche a venda no ato
73% das compras são por impulso
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Parque da
Cemitério da
Jardim da
Horto da
Vale da
Bosque da
Morada da
Memorial da
Eterna
Perpétua
Você sabe vender um tumulo
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Estatísticas contábeis
• 90% não conseguem justificar preço
• 48% desistem no 1º contato
• 70% das vendas ocorrem depois do 3º contato
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Tangibilize seus serviços
1. Estrutura
2. Apresentações visuais
3. Proposta de Serviços
4. Site
5. Sala de reunião
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Você sabe APRESENTAR
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O difícil numa
apresentação é ser
simples
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Mas cuidado...
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Emocione sua plateia
Você colocaria em
risco a sua família?
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Quem foi seu melhor
professor
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O que você precisa saber sobre estratégia de
MARKETING?
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Quando ter um Depto de Marketing?
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Como aumentar o faturamento?
Novos Clientes
Novo Serviço
Novo Serviço e Mercado
Mesmo Serviço e Novo Mercado
Produtos atuais Novos produtos
Mercado Atual
Novo Mercado
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serviço massificado
especializado
CONCORRENTES
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QUEM é seu cliente?
O QUÊ ele compra?
POR QUÊ ele compra?
QUEM PARTICIPA da compra?
COMO ele compra?
Responda a essas perguntas
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O Influenciador
O Decisor
O Comprador
O Consumidor
O Pagador
Quem participa da compra dos serviços
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O que você precisa saber sobre estratégia de
PREÇOS?
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“1,99” – 3 min.
“15,00” – 1 hr.
mercado de R$1,99
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Você vende PREÇO?
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O cliente paga mais...
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Negociações
Melhor
Alternativa
Sem
Acordo
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Variáveis do preço
Especialização
Raridade
Oportunidade
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Menos por Menos
Estratégias de Preço
Mais pelo Mesmo Mais por Mais
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Preço X Serviços
• O cliente vai te cobrar
• Nunca dê nada de graça
• Combata a inadimplência
• Foque na rentabilidade
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Mitos sobre preços
• Preço é “O” problema
– Como explicar as marcas de luxo?
• O mercado fixa o preço
– Você diz o quanto quer pagar pelo produto?
• Tenho de equiparar preço concorrente
– Preço não é diferencial
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CLIENTES
LEAIS
CLIENTES
PROBLEMA
CLIENTES
SATISFEITOS
POTENCIAIS
CLIENTES
LEAIS
ALTO
BAIXO
Val
or
per
ceb
ido
ALTA BAIXA
20% clientes = 80% lucros
lucratividade
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O que você precisa saber sobre
INTERNET?
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O que os sites vendem? • 96% - página de links
• 8% - fora do ar
• 14% - fotos da cidade
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Quanto custa uma campanha?
R$ 3 mil/mês = 35 visitas dia
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Adwords
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Site
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Adwords X Organica
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Case - Sevilha Contabilidade
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Case - Sevilha Contabilidade
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Melhor site 2008
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Melhor site 2011
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E-mail marketing “feijão com arroz”?
Estratégias:
• Criar notícias
• Newsletter
• Podcasting
• Publicações
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Informação é o que atrai
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Cliente procura isso?
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... ou isso?
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Você investe na sua
IMAGEM?
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181 participantes
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Você está nu!!
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Você sabe utilizar as redes sociais?
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o advogado...
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crie uma rede em volta
de você
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Dicas para redes sociais
• Seja fonte de referencia
• Conteúdo adequado
• Frequência equilibrada
• Critério de publicação
• Atinja o público alvo
• Diferentes redes
• Monitore resultados
• Não seja + 1
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35 palestras em 2012
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Quem aparece é lembrado...
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Escreva!!!
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O que você precisa saber sobre
SUCESSO?
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Conhecimentos
Atitudes
Habilidades
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ATITUDE
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Meu sonho de criança...
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Focos da atitude
Problemas
Motivação
Relacionamento
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Regras de relacionamento
Relevar
Respirar
Retribuir
Respeitar
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Cérebro Feminino 18% - Blá, blá, blá,blá 35% - Memória
Emotiva
13% - Cabelo e Unhas
22% - Atração por Roupas e
afins
12% - Gerador de Dor de Cabeça
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Eu tenho um sonho!!!
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Cérebro Masculino 18% - (+) Mulheres 38% - Mulheres
12% - Futebol e Cerveja
2% - Sua mulher 21% - NADA
8% - Criatividade para desculpas
1% - Capacidade de ouvir a mulher
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Você AMA o que faz
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O que você precisa saber sobre
mercado
CONTÁBIL?
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Desafios
Oportunidades
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Riscos do Mercado Contábil • Escopo
– Quantidade de lançamentos
– Novas obrigações
• Prazos
– Entrega de serviços
• Responsabilidades
• Honorários
– Bloqueio de serviços
• Rescisão
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Qual a multa anual do EFD? Janeiro
5.000,00
Fevereiro
5.000,00
5.000,00
Março
5.000,00
5.000,00
5.000,00
Abril
5.000,00
5.000,00
5.000,00
5.000,00
Maio
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
Junho
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
Julho
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
Agosto
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
Setembro
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
Outubro
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
Novembro
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
Dezembro
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
5.000,00
Totais
60.000,00
55.000,00
50.000,00
45.000,00
40.000,00
35.000,00
30.000,00
25.000,00
20.000,00
15.000,00
10.000,00
5.000,00
TOTAL 390.000,00
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O fisco está preocupado?
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Vou contar uma
história...
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15/04/2004
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15/04/2005
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2 anos depois...
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Links Importantes
Dicas e vídeo do Barney:
• http://www.youtube.com/watch?v=4MPiDN-
q4_o&list=UU1tdS4wv18szVBO_aQokf3w&index
=1&feature=plcp
Principais artigos de contabilidade:
• http://www.andersonhernandes.com.br/2011/09/1
9/principais-artigos-de-anderson-hernandes/