Bissett Bullet: Build On Their First Impression
Today’s Bissett Bullet: “The great proposal document is one that recreates, in part, the empathy and resonance that the prospect experienced when they met us in person.”
By Martin Bissett
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Believing in Yourself Matters
Self-perception is reality.
By Martin Bissett
Business Development on a Budget
“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.
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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 stage of the relationship-building process.
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Bissett Bullet: What Are You Known For?
Today’s Bissett Bullet: “Of all of the components of an effective marketing strategy, your message is arguably the most important.”
By Martin Bissett
If you are known for being accountants, if that is what you tell people you do, then you will find yourself lumped in with all of the other accountants in the marketplace. But what if you reframed the message and were known for something that made you stand out from the competition?
If you help time-poor business owners who are too bogged down with admin for their own business to add value to their own customers and give them a platform to go out and create new sales, then that is your message. You put business owners in control of their finances. Would you not rather be known for that than for being “just another accountant”?
Today’s To-Do:
Think about three outcomes your deliverables have for your clients. How could you use them to describe what you do?
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What It Takes to Make It to Partner
Four responses from our expert council.
By Martin Bissett
Passport to Partnership
The skill in producing financial reports is limited by the quality of the information presented to the CPA by the client. The motivation of the client to influence that financial information comes in many forms, some intentional and some unintentional. Competence comes first in being able to resist pressure and present a true and accurate position of the client’s organization.
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Sounds obvious, doesn’t it? But there’s a twist.
Competence doesn’t actually rank highly among the requirements for partners in our study at all.
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Bissett Bullet: Put It In Writing
Today’s Bissett Bullet: “Confirming the details of your meeting with a prospective client after a meeting is set up is not a formality. It is a cancellation prevention exercise.”
By Martin Bissett