How to Attract Clients

Focus on their needs, not yours.

By Martin Bissett
Business Development on a Budget

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: Four Reasons Accountants Struggle with Selling | Think of It as Service, not Selling | Stop Waiting for Business to Come to You | AFive Questions to Help Forecast Your Firm Growth | Four Key Questions About Leadership | Does Client Perception Match Your Firm’s Reality? | Showing Leadership through Customer Service | Firm Not Thriving? Five Fixes | The Real Math Behind the Sales Pipeline | Five Questions for Grading Prospects | Be Clear About Your ROI Proposition | Keep Business Development Going During Busy Season | Don’t Let Recurring Fees Kill Your Practice
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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.