Don’t like selling? Call it something else. By Martin Bissett Understanding Selling Being a successful person according to your own measurement of that, and your own goals and your own standards, is different for everyone. If you’re comfortable with yourself, it’s very likely that others will be too. If you understand the value that you offer (how you can improve a client’s situation to move them closer toward their personal and professional aspirations), you’re likely to be able to convey that value in front of a prospect. That’s a huge part of successful business development that is not often talked about.
Hint: Be successful in life first. By Martin Bissett Understanding Selling You know the identity of your first client, and if you buy into you, then there’s a good chance of potential clients being prepared to do so, too. MORE ON SELLING: In Sales, Perception Is Reality | Success Begins With Accountability | Do You Realize You’re Failing? | Winning Your First Client This is what we must remember about the purchasing of professional services such as accounting. If your prospective client is a Grade A or B style opportunity for your firm, then they are not buying the services you provide per se. The services are the vehicles of delivery; the means to the end. The client is buying the […]
You have to believe in yourself. By Martin Bissett Understanding Selling “No man has the ability to step outside of the shadow of his own character.” — Robespierre As far as our potential clients are concerned, how they perceive us is how we really are to them, regardless of the truth of the matter. Because of this, it’s important to realize that when we are meeting a new potential client who has not been referred to us, it does not matter what the reality of our value proposition is; it matters how that potential client perceives our value proposition. Therefore, to be effective in winning work, we must understand how we can positively influence their perception of us at each […]
8 key questions to get you started. By Martin Bissett Understanding Selling The secret to overcoming failure to correctly implement a successful business development strategy is by “winning your first client” and this starts by being accountable to someone for your performance. MORE ON SELLING: Do You Realize You’re Failing? | Winning Your First Client Now that “someone” may be your fellow partners in the firm. If you are a senior manager, that may be the partner to whom you report. If you’re a sole practitioner or if you don’t find being accountable to your partners helpful, then you can be accountable to your life partner, spouse or another person you wouldn’t want to see you fail.
Be proactive, rather than waiting for business to come to you. By Martin Bissett Understanding Selling Have you noticed all of those titles in the local bookstore or at the airport offering us the “key” to this and the “key” to that, the “six keys” to one thing and the “four keys” to another? It also seems that every book is a “game-changer” now, to the point where it is difficult to understand what the game is anymore, never mind how to play it. When it comes to winning new work in professional services, we must first build a relationship. The game hasn’t changed at all in that respect.
These tips work for boosting referrals, too. By Sandi Smith Leyva The Accountant’s Accelerator Networking is an essential part of building your business. MORE ON SMALL-FIRM GROWTH STRATEGIES: 5 Things You Know That Clients Don’t | 3 Ways to Test Your Revenue Forecast | 8 Must-Haves for a Prospect Kit | Whip Out the Wow Factor for Clients | How to Work the Same Hours and Make More Money | If You’re a ‘Best-Kept Secret’ Cut It Out! | 5 Ways to Turn a Tough Day Into a Great One | Take Advantage of 4 Key Marketing Strategies | Four Ways to Stop Leaving Money on the Table Whether you network locally, nationally or internationally, there are some tips that are […]
Why your first sale is to yourself. By Martin Bissett Understanding Selling Winning your first client is all about understanding why someone would buy from you before you ever speak to them, before you ever meet them, before you ever start the preparation for talking to them. Starting Today at CPA Trendlines: We’re launching a new program we call “Understanding Selling” – instructive articles and handbooks by Martin Bissett, founder of Upward Spiral Partnership, the U.K.-based consulting firm that develops professional selling and leadership skills for senior managers in the accounting profession. His first book from CPA Trendlines is now available: Understanding Selling in Practice: Winning Your First Client. – The Editors This discipline too often goes unexplained by most sales training programs offered to the […]
And avoiding disaster. As a firm owner, you can’t risk putting a dent in your reputation with a poor salesperson. But how and where do you find a good salesperson? Successful CPA firms tell CPA Trendlines of five ways:
Got the personality of an actuary? No problem. So, many CPA firms have been launching soft skills training to help their professionals meet people, network better, and, hopefully, land more business. Trainer and facilitator Arnold Sanow, MBA, CSP, reminds us that Dale Carnegie once won a major sale by being a great conversationalist – without saying more than a few words.
Why you can’t believe your own press clippings. By Gale Crosley, CPA Crosley+Co Ever run a race and immediately sense that you got off to an exceptionally fast start? It’s a good feeling, but if your goal is to beat out the competition there’s really only one way to know for sure how you’re doing. And that’s by marking your progress toward the finish line relative to the other racers. The same can be said of efforts to grow your firm. To gauge your progress you have to get outside your own four walls and see how you measure up to the competition.
But only if you’ve done everything else first.