"When we can listen to our prospective client's issues without giving away all the answers in our replies, we've got a chance of winning work."
It’s one of the hardest things to do in a professional selling situation. We want to oust the current accountant, we want to explain why we are a better choice, we want to demonstrate that we can solve their problems…but loyalty is a demanding mistress and we must also appreciate that when we tell our prospective clients how to go about fixing their issues before we have their signature on a cheque, standing order or direct debit mandate; we’re simply encouraging them to go back to their existing accountants and save themselves the pain of change.
Today’s To-Do
Practise advising the prospective client ‘what’ can be done to help them but never ‘how’ until they are on board as a paying client.
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