when selling, don’t chase new fees, attract them

focus on the client’s concerns, not your own.

by martin bissett
winning your first client

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 on selling: selling vs. attracting to build relationships | when selling, don’t chase new fees, attract them | selling accounting services doesn’t have to be hard! | ‘selling’ isn’t a dirty word | 8 factors in practice development success | in sales, perception is reality | success begins with accountability | do you realize you’re failing? | winning your first client

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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.