Accountant in Miami Differentiates Itself to Increase Your CPA Firm Revenues
One of the elements in the grand scheme of things is knowing what makes your Accountant in Miami different from the competition. What you do with that knowledge can make or break your Accountant in Miami firm. Specifically, are these differentiators clearly defined and part of your sales strategy as an Accountant in Miami?
Can you explain the following?
- Why your Accountant in Miami is different from the competition?
- Why your differentiators matter to your clients? People call this the “so what” factor
- If you are in the corporate space, how do you help your clients differentiate themselves from their competitors?
- No Accountant in Miami can survive by selling on price alone. Here are some tips for incorporating your differentiators into your sales (and marketing) process.
1. Understand your differentiators and what they mean to your clients
Even if you’re selling a service in a highly competitive space, there is always something that should differentiate your Accountant in Miami.
Take, for example, the saturated Accountant in Miami business. How can you differentiate yourself from the other CPA Firms in your community? Yes, price is important – after all, it’s just accounting, right? But what else have you got to offer? How can you really help your clients? Can you advise you them at tax time on optimal tax strategies? Is there a type of retirement instrument you know will help then retire? Is your record strong on reliability?
Your value-add difference, beyond just being an Accountant in Miami, is starting to emerge – and this can differentiate you.
It’s not enough, though, to know and communicate what differentiates you. Can you explain to your clients what impact your differentiators have on them?
In the example above, you’ve differentiated yourself in several ways:
- You’ve delivered a consultative sell that’s already above and beyond simply responding to a request for a quote.
- You are likely saving your client money while helping them do what’s right for their business.
- You’ve identified and used your reliability and expertise as a value-added CPA Firm in Miami.
- This approach alone might just be enough to differentiate you from the next Accountant in Miami who quite possibly views this as a purely price-based sale.
So get to know what your differentiators are and advocate for them, not just as an Accountant in Miami.
2. Get to know your competition and how to sell against them
To help refine your differentiators, it’s useful to understand what your competitor’s differentiators are, too. Get to know their strengths as well as their weaknesses. The latter is important because you can define your differentiators accordingly and step up your game in these areas. Check out online reviews (Google+ Local, Yelp.com, etc.) and even local community discussion boards. If you lost out to a competitor on a deal, be bold and ask the prospect why they chose to do business with them and not you.
3. Find out which differentiators matter to your clients
Your clients play an important role in helping you further refine your differentiators and focus on the ones that matter to them. Step outside your CPA Firm, listen to your clients’ needs, and fine-tune your sales pitch and marketing messages to focus on differentiators that actually matter.
4. Have integrity
No one trusts a glib Accountant who walks all over the competition in a sales pitch. Stay true to your business values. Don’t just emphasize the competition’s negatives; be prepared to explain why you are better than they are. Selling is a tough business, but a salesperson or Accountant in Miami with integrity is a huge differentiator and goes a long way to creating a compelling customer service experience.
5. Roll your differentiators into all your marketing messages
To help you ensure your differentiators are well-defined and ingrained across your entire sales and marketing operations, it’s important to develop a messaging platform.