Mark Wickersham (UK):
Winning New Clients
Clients are only interested in the end
result Today I’d like to share a really
important pricing tip I gained from marketing. One of the most important lessons you
can ever learn is that your clients aren’t buying what you do. They’re not interested in it. What they are
interested in is the end result. People buy benefits, not features
The problem is, when we talk about what
we do we often describe it in terms of its features. What we can learn from
marketing, from top marketers, is that people don’t buy features. They buy benefits.
Which means that in all our
written and verbal communications we need to make sure we’re constantly talking about those benefits. To illustrate, I’ll give you a
practical example. I’d like you to imagine that you’re discussing annual financial statements with a potential client, and that your brochure or proposal says something like: “As part of your annual accounts, we’ll also
carry out a tax-planning review.” Can you spot the weakness in that
sentence? The problem is that while you
know a tax-planning review is a great way to add value, your client doesn’t. Although you know exactly how much work
goes into a review and what it means in terms of benefits – you probably even have examples of businesses you’ve saved a ton of money – your client doesn’t. They probably don’t even know
what a tax-planning review is, so how can they understand the value of what you’re offering them? Keep it simple
NEW programme from the MASTER! (More of Mark!)
Better pricing = higher profits
If you have a service business, you can
earn much more from this series. Also, Mark runs a programme called
Price Consulting, and he teaches
accountants/bookkeepers how to help their customers with their pricing. Thank you for the positive response to
posts on this topic and the action taken. Please tell your friends!
Those links again:
The Value Pricing System
Effective Pricing for Accountants (book)
The Power of Price Psychology
Monthly Mentoring
The complete guide to menu pricing – NEW!
(video training programme) How to build a successful bookkeeping
business (book) How to build a successful bookkeeping
business (video training programme) Grab them NOW and claim the true income
that you earn!
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