Session 15 how to sell your services without the pitch
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Transcript of Session 15 how to sell your services without the pitch
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#AICPA_EDGE
Session 15How to Sell Your Services Without the PitchAugust 6, 2015 – 3:35 – 4:25pmJason Deshayes, CPA, CGMA
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HOWDY, Y’ALLMy name is Jason
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3#AICPA_EDGE
Partner with Butler and Company CPAs, PC2010 AICPA Leadership Academy gradBeen in practice since 2003Wife, one son and one on the waySeahawks fan well before they won (and lost) the Super BowlStarted doing acrylic paintingUsed to host a radio showJust got back from Malawiin Africa on a church missiontrip
A little about me…
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THE GAME PLANWhat are we trying to do here?
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5#AICPA_EDGE
Selling versus networkingRainmaking for Non-RainmakersWork Your AgeBuilding your Personal Brand
The Game Plan
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WHAT DOES IT MEAN TO SELL?
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7#AICPA_EDGE
How we perhaps think…
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8#AICPA_EDGE
“Approach each customer with the idea of helping him or her solve a problem or achieve a goal, not of selling a product or service.”
Brian Tracy
“Stop selling. Start helping.”
Zig Ziglar
Some sage words
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9#AICPA_EDGE
Somewhat intimidating having to sell anything
A lot easier to talk about how you help people and solve their problems
Traditionally, rainmaker types who are always out in networking and marketing are the only ones who can bring in new business
If you weren’t good at “schmoozapalooza”, you would never get any business
Sell sell sell
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10#AICPA_EDGE
Selling vs. Networking
Excerpt from PCPS Firm inMotione-Toolkit – Networking Preparationand Tips
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11#AICPA_EDGE
Yes, there are people who are natural rainmakers
But there are just as many “internal farmers” who don’t have to go anywhere but have a ton of business they just have to tap
You can also bring in a lot of business by just being yourself in public!
Stop forcing it
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HERE ARE SOME IDEASRainmaking for Non-Rainmakers
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13#AICPA_EDGE
Meet informally (lunch/breakfast) with clients who you normally work with and get to know them personally and see what is happening in their businessSet up an educational presentation to a local group• Rotary/Kiwanis• Bar association• Bankers• Financial advisors
Contact your local business publication and see if you can assist them with any of their stories or just introduce yourself to the business writer
Easy things to do
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14#AICPA_EDGE
Easy things to do
Excerpt from PCPS Trusted Client AdviserToolbox
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15#AICPA_EDGE
Small steps
Excerpt from PCPS Firm inMotione-Toolkit – Relationship Building Trackerand Report Out
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SO WHAT IF WE ARE YOUNG?Is that really a bad thing?
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17#AICPA_EDGE
Clients need help as they get older and as their businesses transition to a new generationWhat happens to the client whose needs outlast a senior partner’s tenure at the firm?Who is going to help the next generation of your biggest business client transition into their new roles as company leaders?
Will it be the 65 year old or 28 year old?
Your partners aren’t getting any younger
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18#AICPA_EDGE
Be present with the client• Be a part of client meetings• Go and visit the client’s office• Deliver their tax return• Greet them in the lobby
Start building a relationship now with existing and future clients• Ask about their lives outside the office• Find out about travel plans, grandkids and other life events• Keep an eye on the obituaries (a bit morbid, but hear me out!)
Work Your Age
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BUILDING YOUR BRANDCapitalize Yourself
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20#AICPA_EDGE
People trust and do business with other people; not firmsFigure out what you are passionate about• And be able to articulate that to others concisely
Guest blog, be quoted in an article, speak at events, serve on a board with a mission you believe strongly in
Be boldly self-assured about what you believe inand who you are
Who are you?
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21#AICPA_EDGE
Easier than you think• Just takes time and purposefulness• Avoid networking groups that are too focused on trading leads
Find like minded individuals in other industries• Attorneys, investment advisors, bankers, consultants
Be a resource to them and keep them aware of what you are doing in your business
Use that network to be a resource “hub” for your clients
Building a Network
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YOUR ACTION PLAN
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23#AICPA_EDGE
Find 3 underserved clients and find one value-add project for each
Find something you are professionally passionate about and make a presentation about it
Build a relationship with 2 other advisors outside your firm
Three “to do”s
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DON’T BE A STRANGERJason Deshayes
505-250-3864 (cell)505-821-0893 (work)
@taxguyjase
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© 2015 American Institute of CPAs. All rights reserved.