Ditch the Pitch
Old school selling no longer works. If you’ve been pitching your services, then you know how painful and time consuming it is. Or, even if you’re doing the 21st century version of door knocking, sending out hundreds of emails to cold prospects, you’re getting the same results. Basically, you’re spending valuable time doing something that’s not highly effective. So if you decided to stop selling, what would you do instead?
I don’t know many accounting professionals who enjoy prospecting. Since you’re probably avoiding it anyway, go ahead and trash the old model. You can tell by the chilled response that no one wants to be on the receiving end of your pitch.
What’s a better solution? Stop selling like everyone else does. Do something attention getting instead. Instead of talking about your services, offer high value insights.
Client attraction marketing emphasizes sharing solutions, even ones which go against the status quo.
Stop Selling Your Services
Some old selling methods encourage persuasion and pressure. Sadly, these sales methods continue to be taught. Ever get trapped into an encounter like this? It’s a turn off that causes accounting professionals to shy away from any type of sales conversation.
Your clients are smart people. They don’t want to be pushed into a sale. Or, worse yet, viewed solely as a transaction. I call it income unit thinking. This approach isn’t very client attractive. In fact, potential clients can’t wait to escape the conversation.
Turn Around Your Approach
People no longer view their telephone books as their primary resource. Most of your clients don’t even own a telephone book. Old school selling primarily worked when people didn’t have access to information.
We currently live in an information age, regardless of where you live. Consider how your ideal client accesses information. They search on their mobile phones and computers for information. In fact how to is one of the most popular search terms in Google.
You may wonder how your business can be the solution.
Take advantage of technology. It’s a tool that evens the playing field. Use it to educate your potential clients, even if you’re not computer savvy.
Consider what specific questions potential clients ask themselves when seeking information. Then talk about those things online and offline.
When you follow this client attraction approach, potential high value clients find you.
Be the Resource
You know more than you realize. So don’t be afraid to share some of your valuable information. Start to share what you know in bite size chunks.
You know more than you realize. So don’t be afraid to share some of your valuable information in bite size chunks. #getpaidwhatyoureworth Click To TweetYou can finally stop selling. This approach build your reputation as a trusted resource. It’s highly engaging and very client attractive.
Ready to stop selling? Then follow this simple 5 step approach.
- Explore. Identify the top problems your ideal clients struggle with.
- Emphasize. Simply focus on one specific question or challenge which your clients want to solve.
- Expand. Increase their awareness about the problem.
- Educate. Educate them on various ways to fix that problem. It’s okay to challenge the status quo and disrupt their assumptions.
- Engage. Wrap up with an action step i.e. calling you for a consult to discuss it further.
The internet is the best place to share your information. You can post articles, addressing one problem and solution for each post. Plus, you can post on the various social media platforms i.e. Facebook, Instagram or LinkedIn.
With time, the search engines will find you and start driving new clients to you. Now they’re reaching out to you instead of you chasing them.
Be Credible
Before someone decides to work with you, trust needs to be established. Sharing content rich information starts to develop trust before they ever schedule time to meet with you.
Before someone decides to work with you, trust needs to be established. Sharing content rich information starts to develop trust before they ever reach out to you. #getpaidwhatyoureworth Click To TweetPlus, your ideal client wants to know that you get them. Engaging content is a client attractive way to add value. This approach actually shortens the sales cycle.
You probably don’t want to brag about yourself. Fortunately, there’s a better way to gain credibility. Let others do it for you. Share case studies, client testimonials and contribute articles to other authority sites in your industry. These add to your credibility. Plus, it’s one more way to stop selling and start attracting.
Develop Relationships
Whether you meet people online or in person, your ideal client wants to connect with you. Make it easy for them to reach out to you. Not everyone you meet, however, will become a client. And that’s okay. On the other hand, they may refer someone who is a match for you and your business.
Remember to nurture your clients. They want to know you care about them. Satisfied clients become raving fans, leading to a steady stream of referrals.
Find a way to educate your clients that you’re open to referrals without feeling salesy. Periodically reach out to let them know you appreciate working with them. It’s okay to casually ask if they know someone who may also benefit from working with you. Then suggest the best way to make an introduction. This connects the dots for them on how to send other people your way.
Be Profitable
Be a giver instead of a taker. Make a difference for others. Decide how you want to share what you know. Create an exceptional experience when people reach out to you, even if they never sign on as a client. It’s the key to a thriving business.
It’s time to finally stop selling. Make the switch from an old school selling mentality to a client attraction strategy. This client-centered approach positions you as an authority.
Follow these recommendations to attract high value clients without being salesy. Discover how to earn more and enroll clients who happily pay your fees. Right NOW claim your FREE RESOURCE to double your income while working half the time.
