To Sell or Not to Sell
Do we have to?
Sell
 Verb
 1)
Give or hand over something in
exchange for money
 2) Persuade someone of the merits of
something
How to Sell Anything to Anybody
Emma Snider
 1)
Make it about them
 2) Research before reaching out
 3) Define your buyer
 4) Contribute first and sell second (Jill
Rowley -jab, jab, jab, right hook, ask,
give, give, give, ask)
 5) Ask questions and listen
 6)
Be mindful of psychological quirks
(anchoring, decoy (3rd option), rhyme-asreason, loss aversion, peak-end rule)
 7)
Approach them on their level (DISC)
 8)
Hit an emotional high point (greed, fear,
altruism, envy, pride, shame)
 9)
Remember that you are selling to a
person
Is sales what we do?
Short or long-term?
Sell a service or
Build a long-term relationship?
Selling vs. Consulting
What is the difference?
Patrick Lencioni
Getting Naked
 By
consulting instead of selling, you
have the opportunity to demonstrate
value
 Treat potential clients as if they are
already a client
Give it away…
By giving, you demonstrates generosity
and trust and it shows that you are
focused on helping, not selling
FEAR of Giving it Away
What if…
3 Fears of Vulnerability
 Fear
of losing business
 Fear of being embarrassed
 Fear of feeling inferior
Fear of Losing Business
 Consult
instead of sell
 Give away the business
 Tell the kind truth
 Enter the danger zone (The Elephant)
Fear of Being Embarrassed
 Ask
dumb questions
 Make dumb suggestions
 Celebrate your mistakes
Fear of Feeling Inferior
 Take
a bullet for the client
 Make everything about the client
 Honor the client’s work
 Do the dirty work
 Admit weaknesses and limitations
What if you give it away and get…
Stratospheric Success?
The Go-Giver
Bob Burg and John David Mann
Quick and Really Fun Overview
5 Laws of Stratospheric Success
1. The Law of Value
Your true worth is determined by how
much more you give in value than you
take in payments
5 Laws of Stratospheric Success
2. The Law of Compensation
Your income is determined by how
many people you serve and how well
you serve them
5 Laws of Stratospheric Success
3. The Law of Influence
Your influence is determined by how
abundantly you place other people’s
interest first
5 Laws of Stratospheric Success
4. The Law of Authenticity
The most valuable gift you have to
offer is yourself
5 Laws of Stratospheric Success
5. The Law of Receptivity
The key to effective giving is to stay
open to receiving
Finding potential clients
(or if you are Craig, customers)
So, how do we find potential
clients?
Marketing
What does this mean to you?
Name up to 10 marketing
activities
Internal vs. External Marketing
 Best
source for increasing revenue?
 Best source of new clients?
External Marketing the GC Way
 Community
 GC
Involvement
Website
 Influencers
 BD Team
 Pipeline
 Marketing director
Community Involvement – 56 total
Professional Organizations
Toastmasters
District Director
Stanislaus Estate Planning Council
Debby
Mike/Colleen/Cynthia
Accouting Principles & Auditing Standards Committee (State)
sub-com chair
Sue
Accouting Principles & Auditing Standards Committee
Chapter Chair
Doug
United Samaritans
Treasurer
Lisa
Community Hospice
Treasurer
Sue
United Way of Stanislaus County
Audit Committee
Javier
Association for Accounting Administration
Treasurer
Jane
NorCal Association for Accounting Administration
Past President
Jane
Cambodia Impact
Treasurer
Marty
Board Involvement
Civic Clubs/Involvement
Academic Decathalon, Stan County
Lisa
Opus Handbell Ensemble
Treasurer
Colleen
Beyer Band Boosters
Secretary
Debbie S
Modesto Rotary
Modesto Sunset Lions Club
Relay for Life
Marty, Ian
Director
Donae
Colleen
GC Influencers
Name
Abell, Scott
Organization
Century 21 (Oakdale)
Aguilar, Sylvester Bank of the West
Alpers, Dwayne
Amerine, Bill
Wells Fargo Advisors
Mraz Amerine and
Associates
Baines, Keana
Type *
Intention
Real Estate General
Banking
Estate
Investment General
Primary GC Contact
GG
CTG
JC
Legal
General
IG
Keana Baines
Legal
Estate
CM
Baker, James
Umpqua Bank
Balam, Joel
Principal Group
Banking
Pension
advisor
Beattie, Scott
Birmingham,
Sarah
Beattie & Aghazarian
Legal
Gianelli and Associates
Legal
IG
EBP Audits
Estate
SH
CTG
MF
BD Team - GC Pipeline
Principal Prospect Next Follow- Today's Date
Name
up
Date/Action
Ian
Ian
Ian
Scott
Aspesi
Sierra
Seals
United
Signs
6-Nov
10/30/15
Get 2014 tax 01/05/16
info to review,
better
estimate cost.
Ian will followup
Ian is going to 01/05/16
call
Activity Notes
Prospect
Source
for CAS / tax work proposal by Ian
Nov 6
Ian will contact 10/19-24
On 8/19 Mike contacted us
Amanda
through the website and Jeff Rohaus
B., forwarded the contact
information to Ian.
Ian sent a fee estimate in
Sept. He will f/u in Nov
Internal Marketing the GC Way
Clients ranked for priority – GC 100
Services matrix
Client spotlight
Debriefing meetings
GC 100
 Based
on revenue by client group
 Matrix to track clients, partners,
managers and contacts
 Required to meet (lunch) with clients
at least annually (no charge)
GC Services
Organized by Level 5 (sort of)
Compliance
 Business Performance
 Improvement
 Driving Value
 The Future

Compliance
Business Accounting Requirements
Financial
Write-Up /
Tax Returns
Statements
Bookkeeping
Payroll
Services
Sales / Other
Tax Reports
General
Accounting
Consulting
Tax Planning
Business Performance
Business Health
Business
Financial
ScopeIt
Wellness
Story $copeIt
Business
Questionnaire
Session
Performance
Profitability
& Cash Flow
Ratios $copeIt
Session
Banker Needs
Think Like a
Banker
$copeIt
Session
Loan
Financing
Consulting
Forecasts &
Projections
Improvement
Profitability and Cash Flow Improvement
KPIs/ Performance
Measurement
Product / Service Budgeting- Income,
Mix Analysis
Expense, Cash Flow
CFO Services
Accounts
Receivable
Collections
Improvement
Employee
Theft
Internal Control
Analysis
Standardizing Business
Processes
Managing
Change
Document &
Customer Cycle of Stress Test $copeIt
Analyze Processes
Interaction
Session
Improvement
Getting the Most From Employees
Building a Winning
Team
DiSC Profile
TriMetrix
Recruiting
Assistance
Financial
Accountability
Driving Value
Improve Business Value
Strategic Planning
SWOT Analysis
Business Plan
The Future
Plan for Transition
Gift & Estate
Planning
Succession
Planning
Business
Valuation
Exit Strategy
Consulting
Client Spotlight
Jones and Jones

General Overview:

Key Individuals:

Total fees in prior fiscal year:
$91,000

Eric Jones, CEO/Owner

Gary Jones, VP/Owner

Bob Smith, CFO

Mike Jones, Owner/IT

Jill Johnson, Owner/Marketing

Jim Jones, Owner

Total hours in prior fiscal year: 514

Per hour rate: $177.04

Target fees 2013: $99,150

Target hours 2013: 500

Target rate 2013: $198.30
Client Spotlight
Jones and Jones

Service Team:

Advisors:

Clive Grimbleby, P1

Lawfirm: Herum Crabtree

Nathan Miller, P2/CSM/Billing
Manager

Lawyer: Steve Crabtree

Bank: Bank of America

Other Advisors:

Dave Aced, Consulting

Kenny Ware, Financial Statement
and Tax Prep

Ian Grimbleby, 401K Audits

Lou Friedman

Mark Jensen

Bob Wallace and Christopher Wall
Client Spotlight
Jones and Jones
How we can better serve the
client:
•
Better reviewing and reporting
•
Greater inclusion of Jim, Mike,
and Jill
•
•
•
More frequent and
comprehensive communication
with the entire Client team
More thorough explanation of
financial statements and tax
returns
Clarification of roles within the
company/org chart
•
Additional services the client
should consider:
•
Internal Control assessment
•
Strategic plan development
•
Assistance with CFO transition and
development of a job
description/duties list
•
Researching potential benefits of
alternative fuel, enterprise zone,
R&D, and solar credits
•
Cash flow, tax, and debt 5 year
projection for the two business
lines
•
Assistance with further structure
simplification, assessment of all
entities’ profitability, weaknesses,
and potential means of
improvement
Does the Spotlight Work?
 2012
revenue $91,000
 2015 revenue $179,792
Debriefing
 Large
client projects over 40 hours
 Team meets to analyze how we can
improve next year
 Discuss what other services that would
benefit the client
In Closing…
Selling
vs. Consulting
5 Laws of Stratospheric Success
External Marketing
Internal Marketing
Don’t Sell, Consult
 By
consulting instead of selling, you have
the opportunity to demonstrate value –
Patrick Lencioni
 By giving, you demonstrates generosity and
trust and it shows that you are focused on
helping, not selling
 Giving makes you vulnerable – face your
fears
5 Laws of Stratospheric Success
1. The Law of Value
Your true worth is determined by how much
more you give in value than you take in
payments
2. The Law of Compensation
Your income is determined by how many
people you serve and how well you serve
them
5 Laws of Stratospheric Success
3. The Law of Influence
Your influence is determined by how
abundantly you place other people’s
interest first
4. The Law of Authenticity
The most valuable gift you have to offer is
yourself
5 Laws of Stratospheric Success
5. The Law of Receptivity
The key to effective giving is to stay open
to receiving
External Marketing
 Community
Involvement
 Website
 Influencers
 BD
Team
 Pipeline
 Marketing director
Internal Marketing
Clients ranked for priority
Services matrix
Client spotlight
Debriefing meetings