Why should someone choose to do business with you over someone else? Have you ever sat down and truly thought through the answer to this question? Whether you own your own accounting practice or are a part of a larger firm, this is probably the most important question you will ever need to know the answer to if you want to be successful.
Why do you need to know this?
Why do we need to know the answer to this question? The accounting market is incredibly competitive. Accountants like yourself now have to put yourselves out there to try to gain business even though that is not at all why you chose this profession. Most accountants are intimidated by sales or business development, but it is becoming an important factor in the success of up and coming accountants.
In any situation, whether it is as simple as a networking lunch or more importantly a client proposal, you need an articulate answer to this question. If you don’t know why your prospective client should agree to do business with you, they definitely won’t know either and it is highly unlikely that you will be able to close new business.
How to find your answer:
In order to figure out why someone should choose to do business with you, it’s important to start at the beginning. When people choose to do business with someone, whether that is an accountant in this situation or any other business choice, they choose based on who is uniquely qualified to best provide the product or service that they need. It’s important to understand this because it gives you a place to start. What your prospective clients are looking for is to understand how and why you are different. How can you provide a service better and different than all of the other accountants in the market?
To start this process, consider the following questions:
- Do you have any niche areas of expertise?
- Do you have any unique experiences that add different qualifications to what you provide?
- Do you provide any services that other accountants do not?
- Do you have any special technology that makes you unique?
- Is there something about your client service that makes you stand out?
The bottom line is that you first need to know what makes you different.
Once you know what makes you unique, the next step is to understand why that is important to your prospective client. It’s not enough to just know what makes you different and what unique services that you provide, but if you don’t also know how this impacts your clients then that information is useless.
Let’s say that you are an expert in cannabis accounting. This is such a hot topic right now and because of all of the laws and regulations surrounding the accounting procedures, some accountants are making this their niche area of expertise. But, what does this mean to prospective clients? Does it mean that someone who opens a dispensary can eliminate some areas of risk by working with an accountant who specializes in this type of accounting? Does it also provide areas of business planning and ways to help the owner grow his business because that accountant understands the tax laws inside and out? Once you know what makes you unique, take the second step to connect that to how it impacts your clients so that you can paint the full picture for them of what it would mean to them if they chose to work with you.
What do we do with this information?
Once you have taken the time to detail out what makes you unique and how that positively impacts your clients, what do we do with this information? Develop and practice your elevator pitch!
An elevator pitch is one of the most important tools in your business development arsenal. If you can quickly and confidently tell someone not just what you do, but what you do different and the value that brings to your prospective client in a networking situation, you will open so many doors for new opportunities.
Where to go from here?
You officially have homework! Follow the steps above and really put thought into why someone should choose to do business with you over someone else and write out your elevator pitch.
If you want help with your elevator pitch, check out our “Perfect Your Elevator Pitch” self-paced e-learning course. In this course, we give you a step by step solution to developing your elevator pitch and one coaching call to review and perfect your elevator pitch with The Sales Seed.
You can find the course here: https://thesalesseedtraining.com/product/perfect-your-elevator-pitch/
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