Towards the end of the year people are often starting to plan and make changes to their bookkeeping businesses. Very often I get asked a lot of questions from our members and other freelance bookkeepers about how to go about presenting their services to prospective clients. Most of us are accountants by trade, not sales people. But when we are trying to sell our services and get our prospective clients to buy from us, we have to think like salespeople. Listening to these prospective clients and really hearing what it is that they need is the key step to bringing in new clients.
Step 1 - You need to prepare for your meeting
- In the initial phone call start building rapport and building value by listening to what they need.
- Think about the questions you will be initially asking that pertain to their particular business.
- Make sure you will be meeting with the key decision makers.
Step 2 - Meeting the prospect
- Develop a trust between you and the prospect. It will set the stage for getting the right answers to your questions.
- Get the conversation going by smiling and being friendly.
- Always remember that a prospect cannot evaluate your skill set - they can only evaluate you as a person. Act accordingly.
Step 3 - What is your Company Story
- Explain who you are and what it is you do to build creditability.
- Explain what your objectives are with the potential client.
- Talk about how you are different from other firms and why they should go with your firm instead of the alternatives.
Step 4 - Ask the tough questions
- Find out what they know, what they don't know and how they are doing things. Find out what they need. Be the detective.
- Remember - There is a reason they made the appointment with you. If they didn't need some kind of help, you wouldn't be there.
- Do not focus on the sale but listen for the areas of pain in the business.
- Never assume anything.
Step 5 - Qualify the Client
- Determine whether or not they can afford your services.
- Confirm that they really need your help.
- Decide if this is a client you even want to have.
Step 6 - Closing the sale
- Re-iterate your discoveries. You have found the areas that are important to the prospect. You have explained how your services can help service their needs and you have differentiated your services from the competition.
- Ask them if they have any questions.
- Price the package or service you are offering.
- Have you asked 3 times if they have any questions?
- Answer their objections.
With these six steps you are on your way to becoming a pro at sales. Just be sure to practice, practice, practice. As long as you stick to these guidelines and put in the time fine tuning your personal sales technique, you should have no problems closing sales and growing your business to where you want it to be.
Step 1 - You need to prepare for your meeting
- In the initial phone call start building rapport and building value by listening to what they need.
- Think about the questions you will be initially asking that pertain to their particular business.
- Make sure you will be meeting with the key decision makers.
Step 2 - Meeting the prospect
- Develop a trust between you and the prospect. It will set the stage for getting the right answers to your questions.
- Get the conversation going by smiling and being friendly.
- Always remember that a prospect cannot evaluate your skill set - they can only evaluate you as a person. Act accordingly.
Step 3 - What is your Company Story
- Explain who you are and what it is you do to build creditability.
- Explain what your objectives are with the potential client.
- Talk about how you are different from other firms and why they should go with your firm instead of the alternatives.
Step 4 - Ask the tough questions
- Find out what they know, what they don't know and how they are doing things. Find out what they need. Be the detective.
- Remember - There is a reason they made the appointment with you. If they didn't need some kind of help, you wouldn't be there.
- Do not focus on the sale but listen for the areas of pain in the business.
- Never assume anything.
Step 5 - Qualify the Client
- Determine whether or not they can afford your services.
- Confirm that they really need your help.
- Decide if this is a client you even want to have.
Step 6 - Closing the sale
- Re-iterate your discoveries. You have found the areas that are important to the prospect. You have explained how your services can help service their needs and you have differentiated your services from the competition.
- Ask them if they have any questions.
- Price the package or service you are offering.
- Have you asked 3 times if they have any questions?
- Answer their objections.
With these six steps you are on your way to becoming a pro at sales. Just be sure to practice, practice, practice. As long as you stick to these guidelines and put in the time fine tuning your personal sales technique, you should have no problems closing sales and growing your business to where you want it to be.
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