Sales Is about Trust

Confident businessman sitting in officeDon't tl;dr this one. Here are 8 areas to work on.

By Rob Nixon
Panalitix

There’s an old saying that dogs can smell fear.

MORE ON STRATEGY: Marketing Must Generate Leads | Growing Your Client Database | Niche Markets Are Your Best Buyers | 8 Questions for Product Creation | How to Deliver Wow! Every Day | Communicate Until It Hurts | Why a Virtual Team Makes Sense
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It’s the same theory for people who are in a sales role. If your "dog" (person in front of you) can sense that you are not confident then you are not going to make the sale. You will get questions and objections from the prospect/client that you don’t want and ultimately not make the sale.
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Marketing Must Generate Leads

BONUS: 32 methods you can use to get a response.

By Rob Nixon
Panalitix

The overall (and desired) objective of marketing functions in an accounting firm is to generate leads. Lots of leads. The more marketing you do, the more leads you get, the more choices you have!

MORE ON STRATEGY: Growing Your Client Database | How to Dominate the Internet | Marketing Objectives Determine Marketing Amount | What Products Should You Create? | Keep a Watchful Eye on Clients | Rewards Go Far Beyond Money | People Still Needed, But In Different Ways | Don’t Let Technology Make You Dumber | Are Your Goals Big Enough? | Finding New Opportunity in Compliance Services | How Offshoring Is Shaking Up Accounting
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There are two types of marketing people – brand-oriented or direct response.
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Growing Your Client Database

Arrow showing growth on chart54 messages before a response? According to this rule, yes.

By Rob Nixon
Panalitix

If you want to grow your client base then you’ll need to massively grow the size of your prospective client database.

MORE ON STRATEGY: How to Dominate the Internet | Be an 'Object of Interest' | Marketing Must Be About Sales | Turn Your Knowledge Into Products | Why Clients Really Stay | How to Create 4 New Billable Hours per Day | Do You Know What Clients Want? | Is Your Business By Design or Default?
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It’s all about getting your target market to enter and opt in to your database. Once they have entered, the objective is to grow your prospective client database into a clean and receptive database.
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How to Dominate the Internet

Rob Nixon: “If you want to dominate the web then you need something to say.”Includes a scoring system. Be honest!

By Rob Nixon
Panalitix

I am willing to bet that the vast majority of clients you currently have were referred to you by an existing client.

MORE ON STRATEGY: Be an 'Object of Interest' | Niche Markets Are Your Best Buyers | 8 Questions for Product Creation | How to Deliver Wow! Every Day | Why a Virtual Team Makes Sense | 14 Ways to Leverage Client Data for New Billings
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A referral from a trusted source is a very powerful marketing tool. That method of "lead source" will continue into the future. However, it’s changing. There are still people involved and now so is the Internet.
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Be an ‘Object of Interest’

poppy fieldDo potential clients know who you really are?

By Rob Nixon
Panalitix

We don’t buy professional services from faceless companies that have no personality. People buy from people they know, like and trust.

MORE ON STRATEGY: Niche Markets Are Your Best Buyers | Marketing Objectives Determine Marketing Amount | What Products Should You Create? | Keep a Watchful Eye on Clients | Rewards Go Far Beyond Money | People Still Needed, But In Different Ways | Don’t Let Technology Make You Dumber | Are Your Goals Big Enough? | Finding New Opportunity in Compliance Services | How Offshoring Is Shaking Up Accounting
GoProCPA.comExclusively for PRO Members. Log in here or upgrade to PRO today.

I am about to choose an accounting firm to entrust my financial affairs with. We are about to get intimate on my finances and I want to make sure that you are who you say you are and you are worthy of trusting.
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