Phil Sayers of Proten Sales Development shares his advice for bookkeepers with ‘five tips to improve client engagement’.
And if you would like develop more skills, take a look at Phil’s ICB recognised learning course on client engagement.
“What do I have to do to get ahead?”
“How can I differentiate myself from the competition?”
“What are business owners really looking for in a bookkeeper?”
Are these the questions you’rethinking about right now? As tech develops and expectations change, we need to act differently to be successful.
So here are five skills that will help you do just that.
1. Educate prospects and clients with new ideas and perspectives
Today’s business owner has usually already done 80% of their research before they talk to you. They’ve done competitive price analysis and likely know what services they believe they need and that they’re willing to pay for or do without. So your job is to educate them about what they didn’t find online and what they may not have considered.
Explain how other clients of yours have benefitted from your services, and show them alternatives that they might consider.
By educating your potential client instead of regurgitating information, you’ve provided value they can’t get elsewhere.
2. Demonstrate potential return on investment
Bookkeepers need to paint a clear, persuasive, and believable picture of the results an investment in services will generate. What are the potential benefits to your prospect of investing in your services?
Are you saving them time? So What? What else can they do with that time?Are you saving or making them money? Not necessarily from offering a cheaper service, but can you help them identify other potential cost savings, or other revenue and profit opportunities?
Are you helping them reduce their stress levels? Most small business owners stress about getting letters from HMRC, or submitting VAT returns on time, or whether or not they can afford this month’s payroll. What value would they assign to having that stress removed?
Case studies, data from your client base, and your own estimates (based on information your prospect gives you) can help you paint a more vivid picture than simply saying, “This is worth it because it will save you time.”
3. Really listen to prospects
You must, must, must listen to your potential clients. By asking engaging questions and following up in ways that demonstrate understanding, you’ll build trust and a more valuable relationship. Adopt the mantra of “Stop Selling, Start Helping”.
4. Help prospects avoid obstacles
Bookkeepers need to be honest with prospective clients about the pitfalls that can occur both before and after they start working together - and how they will help prospects avoid them.
If, after asking questions and listening, you don’t believe you can help your prospect - or they don’t have the budget or resources to buy your solution right now, it’s best to end things amicably.
You can always revisit their business in six months. But knowing when to gracefully withdraw can give you the freedom and time you need to work on prospects who are ready to start working with you.
5. Differentiate based on value
Bookkeeping is a highly competitive so you must provide maximum value compared to your competitors. That doesn’t mean having the lowest price. Value is in the eye of the buyer and often comes in the form of the insights and expertise that bookkeepers can provide.
By following these steps, you should easily differentiate your offering. You’re a bookkeeper who listens and genuinely wants to help their clients. You’re honest with them and won’t stretch the truth to earn their business. Because you’ve listened to their needs and pain points, you’re able to craft a compelling solution for them and the return on investment is obvious; and that return isn’t just financial, it’s very often built around lowered stress levels, peace of mind and a better life.