today’s bissett bullet: “if a potential client is with a firm that has done a good job recording their past, let’s applaud that. we’re still the right choice for their future.”

by martin bissett

just like in politics, it’s so easy to disparage the competition rather than provide solutions. we often ignore the fact that the business owner we are talking to is the one who chose the competition in the first place. by disparaging the competition, we are disparaging the client’s decision-making abilities and suggesting that they would not be clever by choosing us either.

when we find an accountant who has done a genuinely good job, let us congratulate our prospect for having partnered with a strong professional organization and not lose sight of why no matter how good they are, we are better.

today’s to-do:

let’s understand before we ever get to a meeting with the prospect how we are likely to be superior as a commercial choice for this business. we should not be competing on price, we should not be competing on services, but we should always be competing on outcomes.

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