how do you feel in your own skin?
by martin bissett
business development on a budget
winning your first client is also known by various other names, including closing the first sale and winning the first deal. no matter what it’s called, it is one of the central principles you must follow as you begin the business development on a budget process.
what does it mean?
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basically, it represents a mindset you must develop before you ever speak to a prospective new client. i developed the principle of winning your first client in response to a common concern often raised by partners of accounting firms – one that holds them back from going after new business. it’s the belief that they don’t really have anything to offer above and beyond what an organization is receiving from its current accountant.
if you are not convinced of your value to prospective clients, why should they believe it?
you can’t move ahead with this mindset, so you need to change it. you must instill in yourself the belief that the client would benefit by coming over to you. so
- the first sale is to yourself;
- the first client is yourself;
- the first deal is with yourself.
in practical terms, you need to show the world – and particularly clients and prospects – that you are comfortable with yourself. details such as the way you dress, the way you speak, the strength of your handshake, the confidence of your eye contact – these seemingly small details add up to an overall impression when people meet you. if you’ve made the first sale to yourself, that impression will be a positive one.
you need to fully understand how you are perceived by prospects and clients. do they see you
- as being punctual,
- as someone who understands their business needs,
- as a professional?
all these components can be summed up in the simple question, “if i were to meet myself, would i be impressed?”
natural humility may tend to get in the way of being impressed with yourself, but you must develop that kind of assurance in order to assure the client.
you also need to be comfortable in who you are as a person. if you’ve had some sort of disagreement at home or you’re not feeling good before you go to meet with a client, that can come across to the other person. they may not comment on it and you may think they haven’t noticed – but they have. so putting your own house in order is a critical step in the process, and in making that all-important first sale to yourself.
business development tasks
before you present yourself to a potential client, go through this checklist, and be ruthlessly honest about your level of comfort with:
- how you’ve treated your family members recently
- how well you’ve been striving to hit any personal goals you have set
- how you’ve dealt with employees and clients recently
- how you’ve conducted yourself when nobody can see you and how that reflects on you as a professional
- how you’d feel if your behavior toward team members in the office were to be made public
- the way you present yourself visually
- the way you present yourself verbally
- the work you do for your clients
- the amount of preparation you’ve invested in this meeting
if you find you are not comfortable with any of these factors, work on that until you can truly make the first sale to yourself.
if you met yourself, would you be impressed?
schedule specific, non-interruptible time in your diary to hone your ability to win your first client.