Bissett Bullet: Why Do You Do What You Do?
Today’s Bissett Bullet: “In accounting, our impact on businesses, lives and futures is substantial. We need to pull people into that knowledge to attract them.”
By Martin Bissett
Bissett Bullets
Bissett Bullet: Could You Do More?
Today’s Bissett Bullet: “When marketing delivers us new prospect meetings, each interaction that prospect has with us influences them for or against using us.”
By Martin Bissett
New business meetings can be like gold dust given the amount of competition we are up against and they are too lightly treated by too many firms. Understand that the response that they get from us by email, the response that a prospect gets from us when they call us, the response they get from us when they see us, all influence their decision-making process. We need to ensure that every “touch” we have with a potential prospect is a positive one that puts another weight on our side of the scales.
Today’s To-Do:
Today review the number of interactions that we have with a new potential client from the first time they inquire to when we sign them up. Is there anything more that we can do to make them feel welcomed into the practice?
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Bissett Bullet: Give Your Clients a Commercial Hug
Today’s Bissett Bullet: “How are your clients, really?”
By Martin Bissett
When the COVID-19 pandemic hit, accounting firms all over the world went into reactive mode. They adapted, they got their own houses in order – which is an entirely appropriate response to an unprecedented crisis – and then those who really cared reached out to their clients. They called them on a regular basis just to see how they were faring.
This should be something you do routinely in the interests of relationship building. Call your clients, no charge, no sell, no angle, just a commercial hug. Ask how they are, if they need anything and offer your help. That may be in the form of expertise, of monetized help or of goodwill, that is at your discretion; but cement that relationship by showing you care after their signature has dried on the original contract.
Today’s To-Do:
Start with your biggest or most vulnerable clients. Diarize one call a day starting today; pick up the phone and add value.
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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
A great proposal document is one that tells a story for you on your behalf. A great proposal can do a lot in terms of creating goodwill to your prospective client if it’s ever read when you are not present with them. So, when writing a proposal, it is important to understand that we are not just quoting for some services in exchange for some money, we are actually telling the story of the business to date, where that business is going next and how we will accelerate the development for that business. It is another opportunity to build on the first impression you have created by demonstrating that you have listened to, understood and given careful consideration to their needs.
Today’s To-Do:
The action today is to revisit the template you use for your proposal or quote documents and make it far more worthy of a prospect’s time and attention than it is right now.
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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