{"id":52972,"date":"2017-10-30t05:00:34","date_gmt":"2017-10-30t09:00:34","guid":{"rendered":"https:\/\/48e130086c.nxcli.net\/?p=52972"},"modified":"2017-11-28t10:58:32","modified_gmt":"2017-11-28t15:58:32","slug":"define-client-wants-vs-needs","status":"publish","type":"post","link":"\/\/www.g005e.com\/2017\/10\/30\/define-client-wants-vs-needs\/","title":{"rendered":"define client wants vs. needs"},"content":{"rendered":"

\"woman<\/a>build looking for opportunity into every job.<\/strong><\/p>\n

by rob nixon<\/i><\/p>\n

why do clients come to you from another firm? okay, i know you are good and the best accountant around but really \u2013 why?<\/p>\n

more on strategy: <\/b>they should all be \u2018a class\u2019 clients<\/a> | your clients on your terms<\/a> | how much should partners make?<\/a> | be a history maker<\/a> | experience doesn\u2019t mean what you think it does<\/a> | why \u2018steady as she goes\u2019 isn\u2019t enough<\/a> | the final critical traits: how do your tires look?<\/a> | how to calculate a value price<\/a>
\n\"goprocpa.com\"exclusively for pro members. <\/span><\/strong>log in here<\/a> or 2022世界杯足球排名 today<\/a>.<\/span><\/p><\/blockquote>\n

do you ask every client why they left the other firm and chose you? probably not. when it all boils down, clients leave one firm for another for just two reasons:
\n<\/p>\n

    \n
  1. service<\/strong> \u2013 lack thereof (not proactive, slow turnaround, poor relationship, poor communication etc.)<\/li>\n
  2. services<\/strong> \u2013 they think they need additional services and sometimes they are not getting enough value for what they are paying<\/li>\n<\/ol>\n

    the client comes to you with these requests. they want a better client service, with a few extra services at good value for money. so the client wants<\/strong> these things. is that what they need<\/strong>?<\/p>\n

    i am suggesting that clients need more than they get from you. however, generally the client dictates the terms \u2013 what they want from you. you are the expert in what you do, so how would the client know what they need?<\/p>\n

    to give clients what they need you have to find out what they need. if you find out what they need (over and above the mandatory compliance) then you will build a stronger relationship with them. if you build a stronger relationship, you will have more loyalty. if you have more loyalty you will get more referrals. more referrals come with choice of who you work with and a larger, more profitable business.<\/p>\n

    if all you deliver to a client is the bare necessity of compliance then that is equivalent to a grudge purchase. a client does not want compliance \u2013 they have to buy it. it\u2019s a bit like buying fuel for your car. compliance-based services are part of the cost structure of doing business.<\/p>\n

    remember this:<\/p>\n

    \u201cif you are part of costs they can easily get rid of you. if you are part of profit then they can\u2019t get enough of you.\u201d<\/p><\/blockquote>\n

    what does that mean?<\/p>\n

    if you are focusing on what clients think they want (costs) then they can get rid of you. if you are really helping them to improve their condition (profit) then they can\u2019t get enough of you.<\/p>\n

    so how do you find out what clients need?<\/p>\n

    simple \u2013 ask them! however, you are not about to say, “what do you need?” you see, this is the tricky bit \u2013 they do not know what they need. you have to be investigative and ask lots of leading questions before you determine what they need.<\/p>\n

    you can be investigative when you are doing other work for them. as you do the compliance work, think about the clients\u2019 situation and come up with some new ideas that you can take to them.<\/p>\n

    one of our coaching club members (craig) came up with a very simple but powerful idea. what he did was incorporate my “awesome 8” into his end-of-job process. so as the accountants are finalizing the work and filling in the checklist, they have to fill in some extra questions like:<\/p>\n