“If you had been in the art of closing deals and after 10 years heard a new sales objection, you didn’t listen properly” These were the wise words Martin Bissett heard as he worked to close more clients for his firm. Since then, Martin realized there is a massive need for CPA firms to learn more about not just doing great client work, but delivering client value every single year. After over 15 years in the profession, Martin now runs a successful consulting business in the UK and is seen in many of the largest publications in the CPA profession including Accounting Today and Accounting Web. In this interview with workflow software founder, David Cristello, Martin Bissett gives you tactics and mindset bits to start growing your firm faster including:
- How to handle the top 4 objections to get the prospect to become a client
- The subtle thing you do a prospect can *sniff* out to cause you to lose the deal
- The 3 Wars disrupting the CPA profession (it’s already been disrupted overseas and it’s coming to the US)
- Martin Bissett’s site (sign up for his growth tips)
- Interview with Jay Holmes - Shifting your CPA firm
- Value Pricing Discussions
- Free content Martin releases on his site
- Clients sometimes need your help to guide them to the sale
- Ask questions --- probe --- dig deep
- Objections are NOT personal attacks. Sometimes it’s just not the right time.
“If they aren’t prepared to work with me, why continue the conversation”You want to work with people ready and needing of your help. Don’t waste time with those who are wasting yours. The Winning Mindset to Close Deals: Martin explains when you have your pipeline full, you are less desperate for deals and thus less desperate to lower your prices. (Meaning you can charge much more). The Secret to Success? Convince yourself you are worth the money. Prospects can *sniff* out when you don’t fully “believe” in what you are selling and they won’t buy (out of fear). To build that confidence, simply ask “How can this prospect benefit with me better than their current CPA firm?” It then just boils down to what value you can provide. Comb through the outcomes you’ve generated for past clients. Relay these successes to prospects. You must stop seeing yourself as a “sales-y” salesmen but as someone who “makes a contribution to the life of a client.” You make their business better. Now, you have a different mindset. One that leads to more clients. The 3 Wars Waging in the CPA Profession: Martin sees 3 major wars going on in the profession:
- The WAR for loyalty : Retaining clients and doing more for them (clients expect more). Instead of just doing the same thing each year, you’re having to fight off new competitors willing to go the extra mile.
- The WAR on talent: Retaining your own employees (accounting recruiters are growing)
- The WAR on the commodification of compliance work.
[DAVID’S TIP: Instead of putting $5,000 into advertising, put it into free compliance work. You’ll see a much better return]Martin has his finger on the pulse of the industry. He sees what’s changing and knows firms must change with it. Start with free compliance work, test it out with a new prospect. Use it as a foot in the door to sell back-end services such as advisory services or other similar services. Since compliance is a commodity now, how are you different?