today’s bissett bullet: “selling ‘pushes’ something to a prospective client. attracting them to buy ‘pulls’ them toward your value. there’s a big difference.”
by martin bissett
the accounting profession is awash with marketing and business development gurus who have come from a retail environment. they believe that what works in retail, such as a certain percentage off your first year’s fee or a “buy now and save,” or indeed a deadline-style approach, is going to be effective in professional service selling. in reality, the professional service relationship requires a lot more maturity than that.
our goal as a practice should always be to demonstrate irrefutably how good we are through third-party stories and case studies and let the tribe select themselves from there. if we “push” to everyone, we are going to end up with a lot of clients we did not really want. not all business is good business.
today’s to-do:
take a look at your current marketing content and ask yourself, am i pushing services upon an indifferent marketplace here or am i simply showcasing the results that i obtain for clients day in, day out? if it is the former, change it. if it is the latter, broadcast it even more loudly than you are now.
see more bissett bullets here
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