today’s bissett bullet: “it’s good to be different and to stand out from the competition, especially in the age of social media, but differentiation in isolation can produce the wrong outputs.”
by martin bissett
being different isn’t about having a quirky website and it’s not about offering some strange experience when you arrive at the office. it’s about being different in a positive way, making a positive difference.
by and large, most accountants can competently deliver compliance. i often hear business owners say that they weren’t offered anything by the accountant and instead, they just auditioned for what they can’t get from their current accountant. that is because the conversation never moved away from compliance.
arriving at that meeting genuinely wanting to understand what the business owners are experiencing, the challenges they face and how you can solve those challenges for them will enable you to offer them something more. this makes you superior to their current accountant at that moment in time.
today’s to-do:
have you lost sight of this in your efforts to differentiate yourself? if you spent your last prospect meeting initiating conversations about compliance then you’re not there yet. in your next meeting, make a conscious effort to adopt a different approach.
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