The problem of producing the hard X-ray burst at the onset of solar flares may be thought of in terms of the problem of producing the non-thermal electrons which emit the X-rays via bremsstrahlung. Electron acceleration to relativistic energies without similar ion acceleration is difficult to achieve, even in an ad hoc theoretical model. Yet from global energetic considerations, it is not feasible to accelerate the electrons as a minor constituent of the total energetic particle population. Therefore, it is necessary to invoke a more sophisticated process for the electron acceleration. In this paper we describe a mechanism for achieving this via an initial acceleration of a neutralized ion beam. When such a beam impacts the chromosphere, the electrons start to scatter while the ions continue downwards, rapidly setting up an electric field which is either cancelled by the inflow of background chromospheric electrons or results in the runaway acceleration of beam electrons. In the former case the result is simply heating, whereas in the latter case much of the ion kinetic energy is transferred into electron kinetic energy. The final electron energy may be similar to the typical energy of the ions. The electrons that are accelerated are those in the neutral beam that experience an electric field greater than the critical Dreicer field. Thus there will be a low-energy cut-off to the electron spectrum which overcomes the well-known energetics problem at low energies with certain other spectral forms.