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Les experts-comptables apportent de la valeur à leurs clients. C'est vrai pour le conseil de tous les jours, souvent réalisé sans facturation. C'est vrai aussi dans le cadre des missions complémentaires qu'ils proposent.

\n

Lorsque l'expert-comptable ne procure pas ou peu de valeur à ses clients, ce n'est pas parce qu'il ne peut pas le faire. C'est généralement parce que ses clients ne savent pas ce qu'il peut leur proposer. Ils ne lui demandent alors rien de plus que la comptabilité et les déclarations classiques. C'est souvent un tort. Explications.

\n\n

L'apport du conseil de l'expert-comptable est difficile à quantifier

\n

Les études montrent la confiance que les clients accordent à leur expert-comptable, elles abordent rarement la valeur d'une mission de conseil. Or, pour vendre des prestations à valeur ajoutée à ses clients, il faut en démontrer la valeur.

\n

Vue comme un fantasme lorsqu'il s'agit de résoudre crises et conflits au sein d'une entreprise poussée par l'urgence, la prestation de conseil est plus difficile à valoriser qu'un produit.

\n

Lorsque le dirigeant de TPE consulte son expert-comptable, c'est souvent sans idée claire de ce qu'il attend et de l'étendue de l'offre d'un cabinet.

\n

L'expert-comptable peut apporter des compétences rares, une connaissance sectorielle ou une vision externe à une entreprise. Ce sont autant de compétences qui n'existent pas toujours dans l'entreprise cliente.

\n

L'expert-comptable peut aussi, comme tout consultant, aider à transformer l'entreprise.\nLe conseil crée de la valeur pas toujours quantifiable.

\n

Quantifier l'effet du conseil ou l'apport d'un expert-comptable à une entreprise en-dehors des livrables habituels que sont la liasse fiscale ou les fiches de paie par exemple, est très difficile. Un produit ou livrable, est facile à montrer. Une prestation de conseil immatérielle, impalpable, est complexe à évaluer.

\n

Et la relation de confiance entre l'expert-comptable et son client y joue un grand rôle.

\n

Justifier le prix d'une mission de conseil, c'est démontrer sa valeur et son impact sur le business du client

\n

Il est parfois difficile de discuter de la valeur ajoutée d'une prestation avec ses clients et prospects. Pourtant, cette valeur ajoutée a une grande importance. Elle permet de sortir le client de sa logique de comparaison par les prix en l'amenant à réfléchir autrement.

\n

L'expert-comptable ou le consultant qui sera retenu pour vendre la mission de conseil sera alors le professionnel qui apparaîtra comme le plus crédible par rapport à ses concurrents.

\n

Il faut donc démontrer l'impact de la prestation sur le business du client. Si cette démonstration réussit, le prix devient secondaire.

\n

Tout est ici question d'apport du conseil au client. Même le dirigeant de TPE comprend la notion de travail de qualité, effectué dans les délais avec un résultat quantifiable.

\n

Le résultat d'une mission de conseil peut prendre des formes très différentes mais devra toujours être présenté à la lumière du point de vue du client. Il s'agit de rendre le client apprenant dès les premiers échanges et rendez-vous, lui donner l'impression d'avoir gagné quelque chose même s'il ne signe pas la mission.

\n

L'expert-comptable doit donc lui donner à voir ce qu'il peut gagner en acceptant de signer. Que ce soit un pourcentage d'augmentation du chiffre d'affaires, ou le fait d'éviter des sanctions fiscales, les exemples sont nombreux. On parle ici de retour sur investissement pour le prix de la prestation.

\n

S'il y aura toujours des clients à la recherche d'un prix, il y en aura aussi beaucoup qui accepteront de payer pour la valeur qu'apporte l'expert-comptable. A condition qu'elle corresponde à leur manière de voir les choses.

\n

En d'autres termes, si le client peut se poser des questions sur les conséquences de la mission pour son entreprise ou pour lui-même, il ne raisonne généralement plus sur le prix.

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