Thursday, December 1st, 2016
Bringing In New Business
“Marketing is no longer about the stuff you make, but about the stories you tell.” – Seth Godin
Sally, a new manager in a growing CPA firm has just been told that to become a partner in the firm, she must be able to bring new business and increase revenue for the firm.
Sally is in shock. She had never realized that it was absolutely necessary to bring in business if she wanted to be a partner. After all, it is the life-blood of the firm.
Here are three simple tips to help people like Sally in your firm. It might also be very helpful to people who are already partners!
Build a relationship first. You meet someone at a Chamber event or other business mixer. They appear to have a thriving business. Talk to them about business, in general. Follow-up with an invitation to lunch or breakfast but don’t try to “sell” anything until you have connected, met and established common ground. Yes, this might take a while. Get to know them before you sell them.
Listen. Most prospective clients will be anxious to tell you what they want. Listen to them and then be prepared to tell them what they really need. Good listening skills are a critical part of selling.
Tell stories. Tell them success stories about the firm’s team members (including partners). Tell them how a specific team member has succeeded. Tell them success stories about how your firm has solved business challenges for clients. Tell them how you would like to help them (not how you want to sell them services).
You can also use these three steps to win clients via online activities.
Relationship: Use blogs, articles, news items, tax updates and other helpful information to build a relationship. That means you must have a website that is engaging – not something all about the firm. A site that people will visit often because it is helpful.
Listen: Make it easy for them to submit a question or make contact online. Make searching for how to make contact very easy. Offer a free initial consultation that can be done in person, via phone, via email or online video.
Stories: Use interesting bios about your people and how they have become successful. Tell success stories via tweets, Linkedin, Facebook even Instagram. Develop testimonials from some of your best clients and post them on your website. Testimonials are so powerful. The prospect might think, “Oh, Joe Smith uses this firm. His business seems to be growing like crazy!”
- "Storytelling is the most powerful way to put ideas into the world. "