Recently I was working with a group of highly qualified Accountants.
One had a Masters Degree, international experience and clearly was highly intelligent.
He then told me of a client selling situation he was in… wondering why he didn’t win the work.
Once he told me the story, it was clear.
He’d made at least 4 key mistakes in his process.
1. Not only had he given away far too much information before he asked for the business,
2. He assumed that if he showed the prospect how smart he was he’d automatically get the business
3. He assumed that because he worked for a big firm, that would automatically transfer his credibility
4. He never asked the prospects DBC – Dominant Buying Criteria, to get the work in the first place..
In short, his Professional Services Selling process was POOR, WRONG, UNPLANNED, UNPRACTICED and FULL OF ASS-U-MPTIONS..
(You know the old story — when you ASSUME you make an ASS of U and ME…)
THE BIG LIE IN SELLING PROFESSIONAL SERVICES
There are 100,000’s of white collar professionals out there in the marketplace.
Engineers, Accountants, Lawyers, Doctors, Surveyors, telecoms experts, HR professionals, Marketing and Media experts, Communications, Interior Design, Graphic Arts, IT, Valuers, etc etc..who are making way too many costly ASS-U-MPTIONS.
Why does this happen (almost systematically….)?
In 99.9% of the University and College courses they do, not one minute is spent on how you convert your expertise and knowledge into cashflow.
In 99.9% of the University and College courses they do, not one minute is spent on White Collar Professional Selling.
In most of the courses there is a hidden subtext communicated that goes along these lines
‘Get your degree and people will beat a path to your door..’
IT’S ONE OF SOCIETIES BIG LIES..
It’s a big lie perpetuated by people whose job depends of keeping people doing degrees.
Now I’m not saying the degree (or Masters Degree or PhD) is useless.
It’s a professional qualification to help you develop the expertise.
But expertise without an ability to convert that Expertise to Cashflow is a rip-off.
HOW TO PROGRESS UP THE PROFESSIONAL SERVICES LADDER
To progress up the professional services ladder as an Engineer or Lawyer or Accountant, you have to be able to generate business.
You have to be able to generate fees, billings, cashflow.
You have to be able to remain professional yet convert an interested prospect into a paying client.
not one minute is spent on that in 99.9% of white collar course.
That is why I run the White Collar Sales RevUP Day..
Here is a video I have made to help you get clear about what to do..
SEVEN STEPS TO WHITE COLLAR SALES TRAINING SUCCESS
STEP ONE: Overcome White Collar Sales Snobbery STEP TWO: Realise White Collar Sales is a Science STEP THREE: Learn the Methodology STEP FOUR: Customise the Methodology to Your Business STEP FIVE: Implement the Methodology STEP SIX: Continuously Improve STEP SEVEN: Attend a White Collar Sales RevUP Day