Bissett Bullets

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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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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