To sell is human: How to train your team to sell
Are you a salesperson?
If you’re like most other people working in accounting firms, the answer is probably no! You feel uncomfortable with selling, even with the word ‘sales’ which implies something cheesy or even slimy. And of course, if you feel uncomfortable with selling, chances are that your prospects and clients feel equally uncomfortable with the process.
Well, you need to get over it! Like it or not, we’re all in sales now. The old fashioned view of sales is most definitely outdated. It’s more about the conditions in which sales has long taken place rather than about the nature of sales itself. Selling has a bad image because most of what we know about it arose in a world of information asymmetry — where the seller always had more information than the buyer. But today, this is giving way to something at least close to information parity. That’s changed the sales game in ways we’ve scarcely recognized. We now live in a world where buyers have more power and ability to make the right decisions.
This new paradigm, where the buyer is actively seeking information creates both challenges and opportunities. By educating the buyer and by spending more time listening to them rather than telling them what you can do to help them, you’re more likely to get people taking on your services.
I’ve been working in sales for the past 30 years, and I’ve never felt that I was a ‘salesperson’. I’ve always focused on simply showing interest in the people around me and understanding their needs. Of course, I clearly understand the value of the services I provide and can articulate this value. Not all prospective buyers will be interested in these services now, but if they have a clearly identified need, at some stage they’re likely to come back to me when they’re ready.
So, what can you do to start getting more clients buying from you?
1. Provide information that really shows who you are and what you do
Of course, a prospective buyer knows that you’re an accountant and expects that you will be able to provide services that an accountant provides, for a reasonable fee. That’s a given! And it’s not the basis on which to expect more clients to buy from you. In the new world of information parity, the buyer wants a clear picture, up front, that shows who you are and what you do, beyond core accounting.
It’s a lot more than simply providing a menu of services. You need to be able to show that you understand the financial goals and challenges of the buyer so that you can take them on a journey of discovery. The best way to do this is to focus on your firm’s value proposition and use real stories to demonstrate how you help the prospective buyer to achieve their financial goals.
2. Focus on what the prospective buyer needs, not on what you want
Accountants tend to focus on solutions and outcomes. It can be difficult to slow things down when you can see clearly how you can help people achieve their financial goals. Yet that’s exactly what you should be doing to engage people in a discussion about ‘what could be.’ And the real reason for this is that prospective buyers often don’t clearly understand what they really need, let alone how you can help them.
By asking questions and listening carefully to the responses, you can help the buyer understand what it is that they really need. Of course, this conversation can be difficult for both the buyer and the seller, but the rewards are great. You’re more likely to have the buyer asking ‘what can you do to help me,’ instead of the seller simply offering a service. The difference is significant and is far more likely to lead to the desired outcome – more business!
3. Involve the prospective buyer in the sales process
Accountants are generally used to prospects and clients coming to them and saying ‘this is what I want, how much will it cost?’ This isn’t really relationship selling, it’s simply filling an order! For you to get more clients buying, you need to move away from order takers towards sales makers. This applies equally to current and prospective clients. Don’t assume that, just because your clients regards you as a trusted accountant, that they will automatically agree to additional services.
Once you’ve established a need, the best way to get a sale is to involve the buyer in the decision making process. This means providing the buyer with options that gives them the opportunity to consider in more detail the real value of your services. Break the service down into its individual components in relation to delivery and value. Perhaps include service elements that the buyer may not have considered, to show them what you can possibly do to help them in the future. Outline the fee associated with service options. It’s a simple process that gives the buyer the opportunity to have some control over the decision making process.
How can you train your team to start selling?
Firstly make sure that your team understands what your services are all about. Explain the needs that the services fill, how they’re delivered and the real value that they provide to clients. Use real life case studies wherever possible to illustrate your points.
Secondly, provide your team with direct training through role playing scenarios, where they can take turns at being both the buyer and the seller. Give them practice at asking open ended questions, understanding needs and then creating a link between a need and a potential solution. It’s a really powerful way to break down barriers and give your people the confidence to build professional relationships.
Finally, show them how it’s done by including your people in client meetings where discussions about client needs and the future are taking place. Remind them that the initial goal is to think about the prospective buyer’s interests and the emotions they’re feeling, not about the service you can provide to them!
Read more about the sales journey for accountants
If you’d like to read more before embarking on your ‘sales’ journey, a great starting point is Daniel Pink’s book ‘To sell is human: The surprising truth about moving others.’
To receive your complimentary whitepaper ‘Discovery Conversations – A Guide for Accountants,’ email dale.crosby@hightechsofttouch.com.au
