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Accounting & CPA Firm Sales

     -     Nov 2nd, 2010   -     Accounting Marketing   -     0 Comments

What causes Partners/Senior Managers/Business Development professionals  not to listen when prospects or customers try to communicate critical information that may make the difference between a sale or a stall?

Here are seven common barriers to effective listening. Remind Partners/Senior Managers/Business Development professionals  to monitor  these bad habits when they’re in front of prospects and customers.

  1. Thinking about something else while the prospect is talking? Thoughts about the next sales call or what they have to say to close the sale may cause them to miss some critical information.
  2. Waiting for a pause in the conversation so they can interrupt the prospect and get back to what they think he or she needs to hear to decide to buy.
  3. Dismissing or ignoring the prospect’s question or objection in favor of what they think is more critical information. Another way of putting this is ignoring what the prospect is asking and focusing on the technical or other areas of comfort for the accounting professional.
  4. Pretending to listen so the prospect’s comments won’t get in the way of their presentation. We have found that listening to what the prospect is saying can be helpful in terms of pointing out compelling reasons to use a firm’s service. However the key is they have to be listening. Although audit, tax and accounting services are primarily the same there are many reasons people come to a firm to purchase them. Listen and see what their specific issues are and how your firm can serve them.
  5. Listening to only what they want to hear. If they agree with the prospect’s comment, they listen. If not, they try to change the subject as soon as possible.
  6. Anticipating what the prospect is going to say based on what they see, not what they hear — or passing judgment based on subjective factors such as age or appearance.
  7. Ignoring body language such as facial expressions, physical gestures, eye contact and vocal intonation.

 Adapted From: Business Briefs

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