Somerset Area Small Business Accountant Laments Misplaced Academic Groupthink

Somerset Area Small Business Accountant Laments Misplaced Academic Groupthink

June 22, 2012

I don’t know about you, but here at Team Clark, we vastly prefer to find effective, under-the-radar growth tactics (which have a proven track record), and use those. That’s how we approach tax work, other accounting work, and running our Somerset Area tax accounting offices — and frankly, I’ve learned not to care much about “how everyone else does it”. I’m MOST interested in: Does it actually work? And, Is this ethical AND will it save my clients a bunch of heartache and money?

So, when I hear “gurus” or corporate experts parrot the conventional line: “Find a need and fill it”, well…I can’t quite sit still and quietly. I have to speak up.

Which is why I’m writing what I am today, so that YOU have more ammunition, justification and understanding for speaking to what people *want* … not just what you think they need.

But before I get there, I also wanted to start a periodic section here on “Seasonal Tax Advice for Somerset Area Small Businesses”. I’ll offer this from time to time, as I deem appropriate.

Mark Clark’s Seasonal Tax Advice for Somerset Area Small Businesses — July 2012

Time to purchase some equipment?
Section 179 of the IRS tax code allows eligible businesses to claim first-year depreciation write-offs for new (or used) equipment and software.The maximum deduction is currently a generous $139,000 — but it is set to drop to $25,000 next year. Now might very well be the right time to take advantage, before the limit drops so much.

Above and beyond
 the Section 179 deduction, your business can also claim first-year bonus depreciation equal to 50% of the cost of most new equipment and software placed in service by December 31 of this year. Like many things, this generous break will expire at year-end unless Congress extends it. Which might be unlikely, given the dawning fiscal realities in Washington.

We’re here to help with any of this! 606-678-4372

Now, onto the good stuff…

Somerset Area Small Business Accountant Laments Misplaced Academic Groupthink
In most MBA programs, they teach “find a need and fill it.” This is advice that dates back to a time when we actually had unmet needs.

Except for underwear, I don’t think I’ve bought anything that I actually needed in years.

Today, you just can’t get very far with “needs-based” selling. You are far better focusing on WHAT PEOPLE WANT. If you do NOT understand what your market wants, or CANNOT figure out how to relate your merchandise or service to DESIRE rather than necessity, you’re headed for trouble.

Hardly anyone ever buys golf lessons to improve their game (a need) if he/she plays alone all the time. Golf lessons are bought by people who want to amaze their friends and be envied by the others they play with (a want).

If the cell phone companies only waited around to sell phones to those who genuinely needed them, their industry would be a small shadow of itself. Putting cell phones in the hands of kids, encouraging purely recreational use, and to some degree making carrying one a status symbol – that’s where the real money is.

That’s why the headline: “BE THE ENVY OF EVERYONE IN YOUR OFFICE WITH A BEAUTIFUL NEW ARMANI SUIT FOR JUST $699,” is better than, “$699 FOR A NEW ARMANI SUIT.”

The “WANT” is to rub the co-worker’s nose in it. Find the “WANT” and promote it shamelessly. You’ll sell a lot more of what you provide, regardless of what that is.