by Nick Keseric
Nick Keseric
On our summer family vacation last month, we traveled through the east coast and I can?t recall a time when we crossed over more bridges. Some bridges were old, some were brand new, some low and some very high. And with each crossing, my wife would sink deeper into the passenger seat with eyes closed while our kids pointed out some of the sights only seen at higher elevations thanks to the bridge. Too bad Pam didn?t get a chance to see those sights.
I?m not sure, but my wife might have gephyrophobia, the fear of crossing bridges.
More on business development from Nick Keseric:?If Business Development Is a Circus at Your Firm??? |? My Attitude??? What?s Wrong with My @#$%! Attitude?? |? Curious Minds Want to Know: Are You Helping or Selling?? |? The Six-Step Roadmap for CPA Change Agents? |? 20 Biz Dev Ideas for Your Career and Your Firm? |
In business development, if we have gephyrophobia, we shouldn?t be in business development. In business development we need to cross various bridges in the sales and marketing process each and every day.
In order to increase our revenues, development new clients, maintain current clients and cultivate referral sources, we may want to look at few of these bridges we will need to cross? without eyes closed or sinking into our chair behind our desk:
- Bridge of Adoptability : Given the competition by quality firms in the accounting profession, there is the greater ?need to look to adopt to the needs of our prospects and clients more so than ever and not only in pricing. Just saying, ?We don?t do that? could be the last thing you say to a longtime client. Seek out ways to cross over to get what they want completed. Creativity. Innovation. And yes, the old, ?think outside the box? to get the job completed.
- Bridge of Communications:? Both internally to colleagues and externally to prospects, clients and referral sources. Let others know what is going on. Keep them informed? not surprised.
- Bridge of Information: Be the source of answers and solutions directly or incorporate a colleague who can assist your clients, prospects and or referral sources with their questions.? By bringing in a colleague, you are showing the teamwork approach within your firm. You can say it, but when you demonstrate, it becomes more powerful.
- Bridge of Technology: While a face to face meeting is hard to beat for business development, being aware of the latest technology used in business development is no longer a luxury? it is a necessity. Keep updated of that is available. Pagers. Car phones. Remember them? All had their day but technology evolves.
- Bridge of Enthusiasm: Perception. It?s all about being welcoming and the willingness to help. We alone control this. Not a marketing or business plan. Our spirit inside of us controls how we project ourselves as well as our firm to others. Being positive sells.
- Bridge of Trust: In order to convert prospects into clients, there needs to be trust. And while everyone will have their own definition of trust, the end-results are the same. There is something that occurs over a period of time that you conveyed or did something to a prospect that they feel confident (trust) with you and your firm.
- Bridge of Connections:? This is your network. Each day try to grow your network as you never know when you may need that person and their expertise. Be visible in your business community and your own community. Be seen and be heard.
- Bridge of Determination: Business development is not easy and is filled with detours of unanswered voicemails, tossed out letters, deleted emails, cancelled meetings and having to pick yourself off of the ground. But your determination will bring you closer one thing? success.
- Bridge of Follow Up: If you don?t cross this bridge, all of your travels towards a prospect, client or referral source were wasted. The bridge of follow up is your main route to new revenues.
If firms don?t cross over these and other bridges in business development like growing accounting firms do, the prospects, clients or referral sources may indeed think your firm has gephyrophobia and view your firm as: CAUTION ? BRIDGE OUT.
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Nick Keseric is director of practice growth for the Orland Park, Ill., accounting firm MPS and a member and director of marketing development for MPS Capital Advisors LLC, at www.mpscpa.com
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