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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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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

This is a small gesture but is still the standout way to ensure that you are in their schedule, in their calendar, in their diary for this meeting. It shows maturity, it shows seriousness, it shows that you are “on the ball.” Always confirm in writing after setting up a meeting because that is the most proven cancellation prevention exercise yet. Make it official.

Today’s To-Do:

Develop a very simple confirmation letter template that you can send out easily or that someone can send out on your behalf when each new prospective meeting is confirmed in your diary.

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Today’s Bissett Bullet: “Every business owner you meet will have a unique set of goals, both business and personal, but they will fall under one of three motivations.”

By Martin Bissett

Do they have a desire to retire – are they looking for the fastest way to get out?

Do they have a desire to inspire – are they an empire builder wanting to expand fast and create something special?

Or, do they have a desire to perspire – are they in survival mode with their back against the wall and in need of your help?

Understanding your audience and their desires will help you to identify the best solution for them and tailor your message to suit.

Today’s To-Do:

Look at your prospect meetings for the next couple of weeks. From what you know of them so far from your initial contact, which of the above do they fall under? How does that help you to prepare for your meeting?

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Today’s Bissett Bullet: “It’s often a controversial point but some partners in our firms don’t want to learn how to sell. Invest your time and effort in those who do.”

By Martin Bissett

In today’s world of political correctness, I am about to violate the rules of ageism, sexism and probably racism. But, if you have got a 59-year-old white male tax partner in your firm it is unlikely, based on evidence, that they will want to learn new tricks. Therefore, leave them alone. They bring their own value to the firm.

Work on the partners, or senior managers, or up-and-coming rising stars and future leaders who show genuine hunger and desire for developing their rainmaking capabilities. Just because an existing partner is well established or is very good at what they do, it does not mean they have to be forced into a discipline that they are uncomfortable with.

Today’s To-Do:

Today, select the sales team of your firm. That might just be you, that might be you and colleagues, but form the team of the ones who are the hungriest, the most caring and the most ambitious, and get them the help they need to win new fees for your firm.

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