Daily Archives: April 5, 2015

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

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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:

  1. The purpose of marketing is to create the opportunity.
  2. The purpose of business development (sales) is to convert that opportunity into a paying client.

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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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.

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