Is it wrong to sell to a client?

I see part of my role as a mentor and coach to accountants as prompting thought and conversation, and nothing prompts more vigorous conversation than introducing the ‘S’ word!

I’m told that sales is a dirty word.

That clients don’t want to be sold to.

That accountants don’t/can’t sell.

Even, that it’s unprofessional to sell.

I think that we are confusing two issues here.

Owning and running an accounting firm means owning and running a business, and that means thinking and behaving like a business owner. 

A business that doesn’t focus on sales and have effective sales strategies is a business with a fundamental flaw. As an accounting business we must have a focus on sales and sales strategies in place.

We cannot run a business that shies away from the word ‘sales’ or sees it as a negative in any way. What sort of commercial culture is that?

Now, I’ve been an accountant for 40 years. I totally get that a client doesn’t want us to walk into the room with a “John, have I got a deal for you” swagger. I understand that clients don’t want to be sold to. 

Actually, if you think about it, most of us don’t want to be sold to. What we want is advice and support to help us with our purchase.

And it is a purchase. The client has to have a need that we can address, that we can support and advise on…otherwise, what are they going to pay us for? 

So, we need to have sales strategies that:

• 
  allow us to identify the needs of clients (by our own expertise, asking the right questions and listening to the answers)
• 
  demonstrate clearly the needs and benefits to the client
• 
  highlight the value and power of our solutions
• 
  make it affordable for the client

That is selling.

It’s selling in a way that understands the nature of the relationship and the characteristics of the customer, but it is selling!

And, if a client ever says “are you selling to me” then the answer is a confident “YES”.

If I’m being genuine, in offering my client something that is right for them, at a fair price and fully explained, then what is there to shy away from?

Surely, as a business client, you want a commercially aware accountant?

Let’s stop this nonsense about sales being a dirty word and be more open and positive in our thinking towards what we are actually doing.