David Winch pinpoints the key flaws in traditional sales conversations and outlines how to improve the process when agreeing engagements with new or existing clients.
Getting new work is all about speaking to clients in a language they understand and ensuring they trust you. As traditionally technically minded people, accountants have a harder time than most when it comes to selling themselves to prospective clients, but these conversations need to happen if you want to grow your business.
So, what's your strategy for a sales conversation? Do yours follow the familiar pattern because that is what you've always done, and you started doing it because it was what everybody else did? Were you taught that it was a reasonable strategy, in fact the best, or maybe the only strategy?