Sales and Marketing Strategy for Accounting Firms Part 2
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Sales and Marketing Strategy for Accounting Firms Part 2


Hi, I’m Lee Frederiksen. Today I wanna talk to you about sales and
marketing strategy for accounting firms, and this is the second part of a two-part series. We’ve identified four primary sales and marketing
strategies that a lot of firms use. Last time we talked about the seller-doer
strategy and the traditional seller strategy. This time we wanna talk about the seller and
expert strategy, and the business developer, and closer-doer strategy. Now, these are might not be strategies that
you’re as familiar with. Let’s talk first about the seller and expert. Here you have a dedicated capture specialist
who works a sale, and you have an expert who’s working the sale in parallel. They’re getting to know the client. This is very common in the IT area. Sometimes if you might you’ve even heard the
expression, “Sales Engineer.” Someone who’s providing the technical perspective
and working with the seller. The big advantage of this is that prospects
can really get to know the expert and the expertise of the firm during the sales process. That adds some real benefits. The downside of it is that it requires highly
trained, highly compensated staff. So the seller is and also the expert, they’re
pretty senior staff. Which gets us kind of to another model called,
the business developer and the closer-doer. That’s a little bit convoluted name, but what
it means is you have a sales oriented professional who helps, is involved in the sales process,
helps facilitate it, but they aren’t responsible for all of it. The actual expert who’s gonna do the work
is the person who actually closes the sale. The advantage there is the expert gets early
involvement with a client. The other advantage is that because as a business
developer, that helps take some of the burden off the expert and helps do keeps the sale
moving. And helps to prevent that up and down cycle
you get when it’s just a seller-doer who is responsible for everything. You get a good working relationship, and less
information gets lost in the transfer between the sale and actually doing the work. Now, big problem here is you required two
people again. That’s the same issue we had with the other
one, but these tend to not be. The business developer might not be as highly
compensated because they’re not the independent salesperson, who’s doing the entire sales
process by themselves. So that’s the big advantage there. So these are the four business models that
we would recommend you look at for your accounting firm. And I think a lot of firms are gonna find
that the seller and doer is very familiar, but that the business developer and closer-doer
might be a good alternative for a lot of the larger or mid-size accounting firms. Thanks and good luck on making your decision.

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