Are you selling fuzz

Imagine you see a shirt on a rack that you really like.

You think, "I hope this fits! Is it my size?"

You look at the tag, and instead of saying Small, Medium, or Large, it reads:

“I don’t know”

or

“It depends”

or

"Maybe."

Would you buy it? ??

If the price was low enough, and your guesstimating powers were decent, you might risk it. Otherwise, probably not. ??

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?? When I ask CPAs about what results are possible for their clients, common answers include:

“I don’t know”

or

“It depends”

or

“Maybe.“

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?? When the results you are selling are fuzzy, your prospect will either want the price to be lower to make the risk of buying worth it, or they will not buy at all.

Not being a CPA themselves, their guesstimating powers of what results they might get from working with you are weak to non-existent.

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So then.

How do we address this problem of reasonably-predictable results? ??

?? Aim to work with clients whose problems are as similar as possible.

?? When you work with clients whose problems are similar, it becomes much easier to predict a range of reasonable results for your prospects.

?? It might sound like, “When I have worked with other clients in similar situations, with similar situations, the results they’ve gotten have ranged from X to Y.“

?? When you can predict a reasonable range of results and reliably produce those results, suddenly selling gets easier.

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? A shirt whose size is “I don’t know” is tough to sell. To anyone.

? A shirt whose size is “L” is easier to sell, to the person whose size is an L, and who wants an L.

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How do I find clients whose problems are similar? ??

?? Focus on an ideal buyer. (Or niche, or an industry, same thing.)

?? When you focus on an ideal buyer, whose problems are consistent, it gets easier to get results within a consistent range.

?? When you can see the range of consistent results, you can show that range of results to your buyer.

?? When your buyer sees a range of results he may be able to achieve, he increases his confidence that he is making a wise purchase.

?? When your buyer is more confident that he is making a wise purchase, he will buy from you faster, and at higher prices.

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If you like higher prices, focus on an ideal buyer with a consistent problem. ??

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