Ethics of Accountant lead generation

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Hi,

I work for a company that sells a digital mileage capture system to organisations with car fleets (company, pool and grey fleet). The system is HMRC compliant, cost neutral and streamlines the manual process of keeping mileage documentation and is ideal for company car drivers. We have a software only solution or software and hardware solution. At the recent AccountEx show it generated lots of interest. 

Anyway, enough of the pitch. We are selling to companies with car fleets of 5-300+ but would like to increase frequency. This technology is quite new, niche and lacks general awareness but once in front of clients, the benefits are quickly relised. Therefore, we are looking for quality leads and one way we want to do this is by 'partnering' with Accountants . Thier leads would allow us an opportunity to demonstrate our system and leave a quote for which we will pay the accountant a lead refferal fee. My questions:

1. Are there any ethical issues with our plan?

2. Besides word of mouth/networking, is there a place where I can find potential accountants? (I.E. A service, forum etc.)

3. Is anyone interested in knowing more? (ABC) ;) 

Replies (4)

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By tom123
23rd Jun 2017 20:38

Not really sure if you have the best route to market here. To have a fleet of five plus vehicles makes a reasonable size of business - ie not just one man bands etc.

To businesses of that size, the accountant is not the only source of advice - particularly if they are just dealing with compliance work once a year.

Surely there are trade press publications you could use, or mailing lists available etc.

I can't help thinking that trying to get to end users via accountants might not generate that much interest.

Accountants may or may not have clauses in engagement letters about introductions to selected third parties - but even so, would probably be obliged to disclose the referal fee somehow

(speaking as an FD - so not fully up to speed on regs etc)

My drivers just keep a diary in the car, which works for me - so perhaps I am not fully seeing the issue you are trying to solve.

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Replying to tom123:
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By jhe
23rd Jun 2017 21:14

Thanks for your reply!

We just want the accountant to open doors. We are experienced in the sales process and our product sells itself once in front of the correct people (200,000 worldwide users).

We are actually currently working with Taxation magazine and AccountingWeb regarding press publications - but I will look into mailing lists, thank you!

What you describe is the way 95% of UK organisations currently do it. Our product switches this manual process into a digital one- its privacy compliant, scalable, consistent, accurate, HMRC compliant, collects all data automatically automatic, reacts to AFR fluctuations and vehicle swaps, reduces fleet fuel (by 10%) and servicing costs and, on average, saves each driver 2 hours p/m and admin 45 mins per driver p/m in admin. ROI wise, if we save a driver an hour in the month, the system has already paid for itself... Before you take into account any other benefit.

How many cars so you run? I can give you a demo if you are curious?

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By andy.partridge
25th Jun 2017 13:29

To be honest I am not in favour of taking a cut from anyone to recommend their products to my clients.

If I like something I will gladly and freely recommend it. My clients know that I am not promoting something because I am being paid to.

I can undestand your motive. Accountants are still generally held to have integrity, despite individuals badly letting down the side, whereas software salespeople have a 'reputation'.

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Replying to andy.partridge:
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By jhe
26th Jun 2017 16:02

It is a breathe of fresh air to hear this. Word of mouth and our reputation is how we generate business - the referral fee is just an incentive to speed this up process up.

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