Today’s Bissett Bullet: “Selling ‘pushes’ something to a prospective client. Attracting them to buy ‘pulls’ them toward your value. There’s a big difference.”
By Martin Bissett
The accounting profession is awash with marketing and business development gurus who have come from a retail environment. They believe that what works in retail, such as a certain percentage off your first year’s fee or a “buy now and save,” or indeed a deadline-style approach, is going to be effective in professional service selling. In reality, the professional service relationship requires a lot more maturity than that.
Our goal as a practice should always be to demonstrate irrefutably how good we are through third-party stories and case studies and let the tribe select themselves from there. If we “push” to everyone, we are going to end up with a lot of clients we did not really want. Not all business is good business.
Today’s To-Do:
Take a look at your current marketing content and ask yourself, am I pushing services upon an indifferent marketplace here or am I simply showcasing the results that I obtain for clients day in, day out? If it is the former, change it. If it is the latter, broadcast it even more loudly than you are now.
See more Bissett Bullets here
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Introducing Never Mind the Bullets
Introducing “Never Mind The Bullets,” an easy digital digest of the book of the same name written by Martin Bissett, bringing you 366 days of motivation and insight for growing your firm the proven way.
What’s Included in “Never Mind the Bullets” Digital?
With a “To Do” for each day of the year, the topics covered by Martin’s daily teachings are:
- Proof Creating
- Proactivity Mindset
- Pipeline Building
- Pricing Process
- Progress Making
- Profitability Increase
- Personal Brand Establishing
- Purpose Articulation
For 366 days, you will receive a daily email with an insight that comes with an in-depth explanation and an immediately implementable “To Do” for every day of the year.
In addition to the “Never Mind the Bullets” daily email, you will receive the following:
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- Bonus video content to take a deeper dive into a range of topics, including pricing, pipeline and practice growth
What You Will Learn
You will learn how to quickly increase your credibility in the marketplace, get clarity on your message, build your pipeline, construct your marketing program, become confident in your pricing and learn from the mistakes and successes taken from Martin’s 25-year career working with over 1800 accounting firms from around the world.
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