Archive for the ‘Sales’ Category

Thursday, February 20th, 2020

Lack of Self-Confidence

“Great salespeople are relationship builders who provide value and help their customers win.” – Jeffrey Gitomer

I bet you have heard the classic line: “I didn’t major in accounting so that I could become a salesperson.”

If you are working in public accounting, you must embrace marketing and sales. It is the lifeblood of a growing and successful firm.

Many accountants actually have a fear of attempting to “sell” services to a potential client. I always claim that you can land new clients if you simply like people. It is about connecting to others and building relationships.

Begin by building your own self-confidence. You have SO MUCH valuable knowledge – you are worth every penny a client pays you. You have helped so many clients in the past. Take that air of success with you as you approach potential clients. Tell success stories.

Jeffrey Gitomer (famous sales guru) recommends that you keep the story of “The Little Engine That Could” in mind – “I think I can. I think I can.” He says that thinking you can is 50% of the outcome. Never show doubt or uncertainty – you are a winner and can be such an asset to that potential client’s future success.

  • Attitude drives actions. Actions drives results. Results drive lifestyles.
  • Jim Rohn

Tuesday, February 18th, 2020

Teaching Staff the Secrets of Marketing & Sales

“I recently went to a new doctor and noticed he was located in something called a Professional Building. I felt better right away.” – George Carlin

Are you teaching your young accountants how to become successful as rainmakers? If they want to be on the ownership track, they need to be able to bring in new business to the firm. That’s an overwhelming assignment for new hires.

The journey begins in their first week by having new recruits meet with your marketing director as part of orientation. The MD will simply explain how it all works and share all the tools the firm has available to help them succeed.

No expectations are set (that happens later down the road) except that the beginner CPA needs to be visible and attend business, civic and charitable events along with a more experienced CPA.

A helpful exercise is to host a lunch and learn where two or three of the firm’s best business developer partners participate in a panel discussion about how they became successful at attracting new clients to the firm. Each partner will have a slightly different success story and the entire staff is invited to the lunch and learn to listen and ask questions.

Never let marketing/sales be a surprise to your team members. Make it part of your culture and provide the tools necessary to help them succeed.

  • Nine tenths of education is encouragement.
  • Anatole France

Wednesday, January 29th, 2020

Old School

“There’s definitely an old school element to my music, but I also think it’s modern.” – Lenny Kravitz

How is your firm viewed by clients and prospects?

Progressive, innovative, passionate and future-focused or “old school”?

Many firms still have partners, in their 60s or older, who have been long-time rainmakers still out there being the “face of the firm.” Young partners, managers, and staff are often completely happy letting them do it.

The word on the street becomes, “they’re old school.”

Even in the age of online visibility and branding, the importance of being heard and seen in your local business community is still very important for most accounting firms. Educate your entire team about being “on stage” and representing the firm not only during business hours but after hours, too.

Older rainmakers, it is your duty to replace yourself. ALWAYS take a younger person along when you are out and about. Younger, less experienced CPAs – it’s your responsibility to ask them to take you along.

  • I don't exactly know what I mean by that, but I mean it.
  • J. D. Salinger, The Catcher in the Rye

Thursday, January 16th, 2020

Rainmakers Retiring

“What differentiates sellers today is their ability to bring fresh ideas.” – Jill Konrath

In many CPA firms, the most successful rainmakers are still in the baby boomer category. Yet, as we all know, baby boomers are retiring at the rate of 10,000 per day.

Who will replace your top rainmaker(s)? This is a valid concern in many accounting firms. But, times are changing and so is the role of the CPA firm rainmaker.

In an informative article via Accounting Today, written by Lee Frederiksen, he notes that the rainmaker model is beginning to dry up!

Attracting new clients used to be based on the personalities of certain partners. These partners were out and about in the business community and made contacts that led to new business.

Now, a prospective client has checked out the firm, it’s leaders and the services they provide before anyone at the firm has actually met them. Future clients are searching for the firm with the right expertise to solve their specific business challenges. Hopefully, your firm possesses the services and expertise they are looking for and they can find it on your website.

Be sure to read the entire article.

  • The way to get started is to quit talking and begin doing.
  • Walt Disney

Monday, December 2nd, 2019

They Are So Much More Than A Receptionist

“I’m just a friendly person; that runs in my family.” -Dolly Parton

The person who greets your client and other visitors is so much more than a receptionist. It is such an important role, especially if you, like many firms, have an office where people feel comfortable just stopping by.

Many firms are now titling their receptionist the Director of First Impressions and that is exactly what they are. Visitors to your office, whether they are a client, a prospective client, a delivery person, an interviewee or a person making a sales call, will talk about your firm. Make sure they are saying, “Wow, what a friendly place!”

Little things make the biggest difference in this area. Does your DOFI offer refreshments? Do they hang up the client’s jacket/coat in a cedar-lined closet? Do they have a menu prepared that lists the types of beverages you have available? Do they engage in small talk in an informative, entertaining and helpful manner?

They are truly an ambassador for your firm. It is not a job that should be looked down upon by other people on the admin team.

If you have an all-star in this role, I hope you are paying them a premium. I know a firm that once won a huge client partly because they liked the way they were treated when their executive team visited the firm’s office.

Read this interesting and helpful article by Jeffrey Gitomer called Receptionist Selling.

  • We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better.
  • Jeff Bezos

Monday, July 15th, 2019

Business Getting Means Making Friends

“Friendship is the only cement that will ever hold the world together.” – Woodrow Wilson

Maybe they didn’t talk about it when you were interviewed for the job. That interview might have been this year, last year or MANY years ago. Sometimes, it is even a big surprise to a Manager in a firm. If you want to be really successful, advance to owner and make a lot of money working in public accounting, you need to bring in new business.

You love accounting and making sense of it all to help clients become successful. You love tax and all the challenges and creativity that advising clients demands. You do NOT love selling.

But wait! It’s easy. The most important aspect of bringing new clients to the firm is liking people and enjoying making new friends.

It is something you should have learned in pre-school or kindergarten, meeting other people and making them your friends.

If you like people, they will like you. If you don’t really like (and enjoy) dealing with people, why are you in PUBLIC accounting?

  • Friendship consists in forgetting what one gives and remembering what one receives.
  • Alexander Dumas

Tuesday, June 4th, 2019

You Cannot Avoid Selling

“Approach each customer with the idea of helping him or her to solve a problem or achieve a goal, not of selling a product or service.” – Brian Tracy.

I have heard it repeated for years and years by accountants of all ages and genders – “I didn’t go into accounting to be a salesperson!”

Get over it. Everyone has something to sell. Sales is a fundamental skill. Selling is not pushing people to buy something they don’t want. Selling is moving somebody else to action. No matter what your role, you are continually selling yourself!

Firm leaders should not wait to introduce young accountants to marketing and sales. Teaching and including them at the very beginning of their career makes it a natural part of their career advancement.

Too many managers have told me that they didn’t realize the importance of marketing/sales until they were almost ready to become a partner.

In an accounting firm, the secret to practice development (bringing in clients) is to simply like people. People are naturally drawn to CPAs because they realize the knowledge you possess. Selling is also all about understanding what you are selling. Do your young accountants know?

Read this article via HBR – How to Improve Your Sales Skills Even If You’re Not a Salesperson by Rebecca Knight. Send a link to all you young accountants

  • Keep Your Sales Pipeline Full By Prospecting Continuously. Always Have More People To See Than You Have Time To See Them.
  • Brian Tracy

Wednesday, May 22nd, 2019

Focus On Your Fans

“The foundation stones for a balanced success are honesty, character, integrity, faith, love and loyalty.” – Zip Ziglar

You had a successful first quarter. Busy season was busy for both tax and audit and you and your team interacted with some wonderful, loyal clients, also known as your fans. They keep coming back year after year because they like you, they trust you and are pleased with the services you provide.

In a recent partner meeting or retreat, you have probably explored ways to land new clients. Lots of good ideas were expressed, new ways to attract exactly the right type of client.

Of course, you should do things to build your brand but don’t forget about the loyal following you already have.

Develop ways to engage devoted clients (your fans) to help you spread the word. A referral from a current client is golden. However, what happens most often with accountants is the fact that they simply don’t ask current clients for their help.

As Seth Godin tells us, “Ideas spread from person to person. Horizontally.” Read his helpful post here.

  • I'm as loyal as anyone and will do anything for people I respect. But if you don't give that back to me in return, you're dead to me.
  • Eric Weddle

Thursday, April 18th, 2019

Exceptional Service

“Every contact we have with a customer influences whether or not they’ll come back. We have to be great every time or we’ll lose them.” – Kevin Stirtz

Want to attract new clients? Then make your current clients say, “Wow!” Providing exceptional service is your best marketing activity.

This is from Tom Peters:

There’s a big Bain study I quote: 8% of customers think the service they RECEIVE is “exceptional.” 80% of companies think the service they GIVE is “exceptional.” I call it “the 8-80 chasm.”

If you want your clients to say, “Wow!” you have to do something unique, out of the ordinary. Enlist the help of all your people. What do they think you could do to achieve Wow?

Read more about your clients saying WOW.

  • Assumptions are the termites of relationships.
  • Henry Winkler

Monday, March 11th, 2019

Make Friends

“If you win the rat race, you’re still a rat.” – Anna Quindlen

It is a common activity in the CPA profession. Firm leaders advise and encourage their managers and younger team members to get out there and network.

Attend every Chamber function. Take part in those non-profit fundraiser events. Don’t stand in a corner and eat or drink. Talk to people and exchange business cards. Add their name to your contact list.

It does rather seem like a merry-go-round. You go round and round and never get anywhere. That’s because gathering contacts is not making friends. Suzy Welch suggests a different approach. Rather than make contacts, make friends.

Meet people, sure. Find a few you actually like and build a friendship over time. People love to do business with friends. Hundreds of contacts rarely turn into friends who will recommend you and refer others to you.

  • A friend may be waiting behind a stranger's face.
  • Maya Angelou