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How Long Should It Be? (Your Pitch, That Is.)

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One short elevator speech isn’t enough to convince me, but long descriptions of your service offerings annoy me because they’re long without a good reason,” is a common complaint among small business owners when looking at making a change in accounting firms. So my question is, “Where is the happy medium?”

 

When you’re selling a continuing service, such as monthly accounting, something more than a simple tax return, and that’s not a generic package, the “happy medium” runs much longer than you might think, and is not even a single conversation. The complete presentation needs to address the client needs and how your services will meet those needs, information that takes time to collect, and time to analyze, in order for you to formulate the correct solution in a way that explain your service’s value and hammers home its benefits. Without face-to-face interaction, and a complete understanding of the clients needs, you cannot provide a solution that heads off worries and answers predictable questions.

Canned presentations get results when there are no alternatives, and they’re orchestrated so the open-ended and tie-down questions lead the unsuspecting prospect to engage without a complete understanding of the services being offered, while a practitioner who takes the time to study the prospects operations and gain an understanding of their needs will gain a client who is married to their service and able to work with the practitioner for years.

Canned presentations get results when there are no alternatives ... Click To Tweet

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Remember the last time you were desperately excited before buying something, whether that was a luxurious cruise or a way to get rid of the mice inside the walls of your house? You probably read until you understood everything, and were able to determine that your purchase would meet your needs and more. It’s the same with a client making a business decision such as selecting a new provider, they want to know that you can satisfy their needs. To do that, you must understand their needs, craft a custom solution, and communicate that solution to the prospect.



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kirks-sig

 

Kirk

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