New Clients, Inc. (NCI), is a modest sized company with a national reach. In the business of helping accountants, CPAs and small accounting firms throughout the United States and Canada , the company claims millions of dollars in annualized billings. Not bad for a little New Jersey financial services marketing firm.

What makes NCI remarkable is that it has earned millions of dollars while offering a 100 percent money-back guarantee—and encourages other accounting firms and businesses to do the same.

CEO Bruce Clark says NCI earns millions by teaching its clients the latest professional techniques in marketing their services. According to CEO Clark, "NCI is the only firm in the accounting industry that offers a money-back guarantee." Clark claims that "about 90% of our clients mention the guarantee as being important in their decision to sign on with us."

A money-back guarantee is largely taken for granted in the marketing of consumer products. Usually there is a 30-day trial period attached. Confident retail emporiums offer a “no questions asked” return policy on anything sold in the store as a way of currying favor with customers.

But a money-back guarantee in the accounting practice is truly unique. And while there would seem to be a certain amount of risk in such a guarantee, NCI claims otherwise, as long as its clients follow the NCI program.

These 3-day training programs take place monthly at a Philadelphia hotel. Each session is attended by an average of twenty accountants from all over the U.S. and Canada . All are seeking skills to better enable them to market their practices and secure new clients.

A wide variety of topics are covered during the three days including Internet based marketing strategies, software and technology, role playing and telemarketing skills. Goals are set at gaining up to 25 appointments per week which, if the plan is followed, should net from 5 to 15 new clients each month. NCI claims that the seminar is worth 24 CPE credits in most states.

The cost is $2,500 per person, which includes all books, manuals, work sheets, audio and video cassettes and other seminar materials. Participants pay for their own travel and lodging.

NCI guarantees each participating accountant or firm a minimal increase in billing of $30,000 the first year. This a dollar-for-dollar guarantee, which NCI says it has never had to pay out.

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