marketing & sales

how to attract clients

focus on their needs, not yours.

by martin bissett
business development on a budget

let’s start with two simple definitions to avoid any confusion:

  1. the purpose of marketing is to create the opportunity.
  2. the purpose of business development (sales) is to convert that opportunity into a paying client.

more: four reasons accountants struggle with selling | think of it as service, not selling | stop waiting for business to come to you | afive questions to help forecast your firm growth | four key questions about leadership | does client perception match your firm’s reality? | showing leadership through customer service | firm not thriving? five fixes | the real math behind the sales pipeline | five questions for grading prospects | be clear about your roi proposition | keep business development going during busy season | don’t let recurring fees kill your practice
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when we meet with prospective clients – and i say this as someone who has sat in on many hundreds of meetings of this nature – we rarely give potential clients a reason to buy from us that they care about.