Topic: Sales

Selling on Value Vs. Fees

What’s the difference? Compliance sells on fee; advisory sells on value. By Martin Bissett Understanding Selling I’ve been asking you to believe in yourself, get your potential clients to open up to you and demonstrate to them what outcomes in their personal and professional lives working with you and your firm would create. Now here’s a checklist for you to run through before you begin your next business development initiative, and before each new business appointment that you have. MORE ON SELLING: 3 Ways to Convert Scheduling Practices to New Fees | Selling vs. Attracting to Build Relationships | When Selling, Don’t Chase New Fees, Attract Them | Selling Accounting Services Doesn’t Have to Be Hard! | ‘Selling’ Isn’t a Dirty […]

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3 Ways to Convert Scheduling Practices to New Fees

Practice these disciplines every day. By Martin Bissett Winning Your First Client You may be thinking right now, “Well, very good, Martin, but we have finite time. We’re very, very busy people and we need to get business in the door, and therefore creation of opportunity becomes the issue.” MORE ON SELLING: Selling vs. Attracting to Build Relationships | When Selling, Don’t Chase New Fees, Attract Them | Selling Accounting Services Doesn’t Have to Be Hard! | ‘Selling’ Isn’t a Dirty Word | 8 Factors in Practice Development Success | In Sales, Perception Is Reality | Success Begins With Accountability | Do You Realize You’re Failing? | Winning Your First Client

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Selling vs. Attracting to Build Relationships

Break down unspoken barriers. Are you just about compliance? By Martin Bissett Winning Your First Client It’s about time to realize that value is not about time. When I look back on the research that has been conducted by various groups as to the biggest obstacles accounting firms cite to growing their practice, 50 percent said creating opportunities, 25 percent said knowing how to close deals and the remainder said having self-confidence in presenting and then being able to positively differentiate from their competition. MORE ON SELLING: Selling vs. Attracting to Build Relationships | When Selling, Don’t Chase New Fees, Attract Them | Selling Accounting Services Doesn’t Have to Be Hard! | ‘Selling’ Isn’t a Dirty Word | 8 Factors in […]

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When Selling, Don’t Chase New Fees, Attract Them

Focus on the client’s concerns, not your own. By Martin Bissett Winning Your First Client Let’s start with two simple definitions to avoid any confusion: The purpose of marketing is to create the opportunity. The purpose of business development (sales) is to convert that opportunity into a paying client. When we meet with prospective clients – and I say this as someone who has sat in on many hundreds of meetings of this nature – we rarely give potential clients a reason to buy from us that they care about. MORE ON SELLING: Selling vs. Attracting to Build Relationships | When Selling, Don’t Chase New Fees, Attract Them | Selling Accounting Services Doesn’t Have to Be Hard! | ‘Selling’ Isn’t a […]

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Selling Accounting Services Doesn’t Have to Be Hard!

Four reasons you might be having trouble. By Martin Bissett Winning Your First Client Let’s take a look at the last 16 years of my experience and my research as to where new clients come from in an accounting practice. I don’t think there are going to be too many shocks here. MORE ON SELLING: Selling vs. Attracting to Build Relationships | When Selling, Don’t Chase New Fees, Attract Them | Selling Accounting Services Doesn’t Have to Be Hard! | ‘Selling’ Isn’t a Dirty Word | 8 Factors in Practice Development Success | In Sales, Perception Is Reality | Success Begins With Accountability | Do You Realize You’re Failing? | Winning Your First Client What I’ve found is that 82 percent […]

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‘Selling’ Isn’t a Dirty Word

Don’t like selling? Call it something else. By Martin Bissett Winning Your First Client 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. MORE ON SELLING: Selling vs. Attracting to Build Relationships | When Selling, Don’t Chase New Fees, Attract Them | Selling Accounting Services Doesn’t Have to Be Hard! | ‘Selling’ Isn’t a Dirty Word […]

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8 Factors in Practice Development Success

Hint: Be successful in life first. By Martin Bissett Winning Your First Client 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. 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. MORE ON SELLING: Selling vs. Attracting to Build Relationships | When Selling, Don’t Chase New Fees, Attract Them | Selling Accounting Services Doesn’t Have to Be Hard! […]

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In Sales, Perception Is Reality

You have to believe in yourself. By Martin Bissett Winning Your First Client “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. MORE ON SELLING: Selling vs. Attracting to Build Relationships | When Selling, Don’t Chase New Fees, Attract Them | Selling Accounting Services Doesn’t Have to Be Hard! | ‘Selling’ Isn’t a Dirty Word | 8 Factors in Practice Development Success | In Sales, Perception Is Reality | Success Begins With Accountability | Do You Realize You’re Failing? | Winning Your First Client Because of this, […]

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Success Begins With Accountability

8 key questions to get you started. By Martin Bissett Winning Your First Client 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: Selling vs. Attracting to Build Relationships | When Selling, Don’t Chase New Fees, Attract Them | Selling Accounting Services Doesn’t Have to Be Hard! | ‘Selling’ Isn’t a Dirty Word | 8 Factors in Practice Development Success | In Sales, Perception Is Reality | Success Begins With Accountability | 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 […]

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