214 Communicate Your Value More Effectively with Six Elements

Business Strategy for CPA's

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As an accountant, chances are good you don't like selling: you don't want to be dirty, pushy, smarmy or gross. Nor do you want to have to convince buyers that accounting is good for them (they should know)!

If you’re stuck believing “sales is dirty,” you will hinder revenue coming in the door.

When you believe that what you offer solves problems for people, and you work in service of your buyer, selling becomes a conversation where you seek an understanding of the problem and the solution, and explore ways to work together that are mutually beneficial.

When you understand the six elements to be looking and listening for, selling gets so much easier. It also helps you see how your buyers view what you offer, which simplifies what you need to communicate when promoting your tax practice, and having discovery conversations.

These six elements help you understand your prospect more deeply, which makes for conversations that get to the heart of the matter more quickly, quickening the sales cycle and improving your conversion rates.

These elements are: symptom, pain, solution, process, result, and value.

Highlights:

— “Your clients are coming to you because they believe that you may be able to help them get from where they are now to where they want to be.” — “When you talk to your buyer, in their buyer's English, that's how they know that you're listening and that you actually understand them.”

— “When your buyers know that you understand them, and you have a process for helping them, it deepens trust which accelerates their journey of working with you.”

— “The more you can create a repeatable process, the easier it will be to systematize, the less work it will be for you. The more you systematize, the more time you get back, through delegation or otherwise.”