How Can We Combat These Feelings of Being Pushy? – Part 2
In part 1 of this topic, How to Avoid Being ‘Pushy’ when Winning New Clients, we discussed how the objections and concerns we imagine, as an accountant, the prospect will have; they're all in your mind as a result of not believing in your own value, not as something coming from the prospect.
We must overcome these self-made objections. We, first of all, need to convince ourselves of the value of our offering. Secondly, we need to convince the prospect of the value we have to offer them.
Let's focus on the first one of these as it is an absolutely critical issue. It is a scenario that I refer to as winning your first client, also known as “Selling to Self”
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This is part 1 of a 2-part article
Firstly, let’s consider the word ‘pushy’ and who it is thinking you are pushy?
Is it the potential client that is thinking you are pushy or is it you who is thinking you are pushy?
Part 1 – It’s All In The Mind
Most of the time, objections that defeat the accountant are in the mind of the accountant and not in the prospect’s head.
As an accountant, when you go and try to win new work, the doubt, the objections and concerns, the price resistance; it’s all with you, and not with the prospect.
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How to talk about pricing is a key subject when winning new clients.
Knowing how to tackle the pricing issue is a micro-science in its own right. This article will highlight some of the key points for you to consider when talking about pricing in your prospective client conversations.
Introducing Price at the Right Time
When we introduce price, bear in mind that at first, it would be the only thing that the prospect is trying to find out from you because at that point there is no relationship, no rapport, no empathy and no connection.
From the prospect’s point of view, they are thinking about the fact that they already have an accountant. You are another accountant and they cannot differentiate between the two. So the only way they can immediately make some kind of differentiation is in terms of price.
Since that's the way they are thinking, they will be pushing you for a price. Please do not give in to that pressure. There are ways and means to get around this and handle the situation. Most important is the need to employ the effective use of language, including the psychology involved in that.
There are two approaches you can use effectively to answer the question of pricing early in the conversation.
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There are a number of clues that you can look out for to spot a time waster early in the sales process.
Firstly, we have to take people at face value. If they say that they are interested, we have to believe they are interested. We have to believe they are looking to change accountants until we can prove otherwise.
However, there are a number of things that we can look out for in this early stage:
Take notice of how quickly they agree with you in the meeting.
When you meet them and are talking with them, watch out for people who are agreeing with absolutely everything you have to say. This means that they can ensure the meeting is over and done with quite quickly.
This can often be a sign that people are looking to get you out of the door rather than seriously considering changing to you.
They have brought you in to find out who you are, what you do, and how much it costs. Often, they then go on to talk to their own accountant about it afterwards. Once they have had that talk about another accountant with their existing one, they look to get a discount from them.
Signs to look out for:
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A major challenge that we all face is the struggle to win new clients. It is important to know that you are not on your own in this. There is no silver bullet way of winning new clients but the question to ask is how do we stand the best chance of winning new clients?
We must understand and influence the laws of probability in our favour to win more clients than not win them.
So how can we combat lowballing against those competitors who offer a very poor service for a very cheap price? Here are the steps we can put in place to combat this problem.
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