The one thing your clients really want

You’re about to learn that to get better at selling, you have to stop selling accounting services and instead, start selling certainty.

Certainty is what we’re all after in our lives, and when you give it to your clients, they’ll pay whatever price you command.

There’s nothing worse than spending money you think is going to be wasted and there’s nothing better than spending money and knowing you’re going to get exactly what you want.

Your clients want this confidence when they buy from you.

The first thing you’re going to have to get comfortable with, is that it’s ok to sell what you have, to people who need it.

When you sell, you're not taking money from people - you're making them feel comfortable about choosing to give it to you.

Anyone who tells you differently is more concerned with how they appear to their clients, rather than impacting their clients.

So long as you’re confident that your skills can solve the problem of the person you’re talking to, then sell, sell, sell, knowing that this shows that you care more about helping them that what they might think of you. 

I know you may be concerned with what your peers may think of you, but they’re more concerned with what they lack, than to ever think about you.

And don’t worry about what clients think either. If they have a problem with you selling them on what you know they need, then that’s their problem, not yours. These people will also have a problem with everything that you do or don’t do for them too, so count your blessings when they go elsewhere.

The reality is that people do want to speak to someone who can help them to make a decision.

They do want to talk to someone who is confident in their ability and who helps them to feel confident in the decision they’re about to make.

They don’t want to talk to someone who looks awkward when the money conversation comes up.

They don’t want to speak to someone who sells a diluted or discounted version of what they first offered, because this screams uncertainty in how you can help them, what you should charge and ultimately in yourself.

And what they definitely don’t want is the pain of their failing business, because no-one has convinced them to invest in its finance function at the level they needed to.

And it’s this final reason that should give you the confidence to sell your services with no sense of fear. You’re going to sell the services that you would want, if you were them, knowing what you know, so that the person you’re speaking to never has to live with the consequences that comes with not getting the type of great service that I’m sure you provide.