To Sell or Not to Sell

Do we have to?

Sell Verb1) Give or hand over something in

exchange for money2) Persuade someone of the merits

of something

How to Sell Anything to Anybody Emma Snider 1) Make it about them 2) Research before reaching out3) Define your buyer4) 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-as-reason, 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 embarrassedFear of feeling inferior

Fear of Losing Business

Consult instead of sellGive away the businessTell the kind truthEnter the danger zone (The

Elephant)

Fear of Being Embarrassed

Ask dumb questionsMake dumb suggestionsCelebrate your mistakes

Fear of Feeling Inferior

Take a bullet for the clientMake everything about the clientHonor the client’s work Do the dirty workAdmit weaknesses and limitations

What if you give it away and get…

Stratospheric Success?

The Go-GiverBob 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 Involvement GC WebsiteInfluencers BD Team Pipeline Marketing director

Community Involvement – 56 totalProfessional Organizations    

Toastmasters District Director DebbyStanislaus Estate Planning Council   Mike/Colleen/CynthiaAccouting Principles & Auditing Standards Committee (State) sub-com chair SueAccouting Principles & Auditing Standards Committee Chapter Chair Doug

Board Involvement    United Samaritans Treasurer LisaCommunity Hospice Treasurer SueUnited Way of Stanislaus County Audit Committee JavierAssociation for Accounting Administration Treasurer JaneNorCal Association for Accounting Administration Past President JaneCambodia Impact Treasurer Marty

Civic Clubs/Involvement    Academic Decathalon, Stan County   LisaOpus Handbell Ensemble Treasurer ColleenBeyer Band Boosters Secretary Debbie SModesto Rotary   Marty, IanModesto Sunset Lions Club Director DonaeRelay for Life   Colleen

GC Influencers

Name   Organization   Type *   Intention   Primary GC Contact

Abell, ScottCentury 21 (Oakdale) Real Estate General GG

Aguilar, Sylvester  Bank of the West   Banking  Estate   CTGAlpers, Dwayne  Wells Fargo Advisors   Investment  General   JC

Amerine, Bill  Mraz Amerine and Associates   Legal  General   IG

Baines, Keana  Keana Baines   Legal  Estate   CMBaker, James  Umpqua Bank   Banking      IG

Balam, Joel  Principal Group  Pension advisor  EBP Audits   SH

Beattie, Scott  Beattie & Aghazarian  Legal  Estate   CTGBirmingham, Sarah  

Gianelli and Associates   Legal      MF

Principal Prospect Name

Next Follow-up

Date/Action

Today's Date

Activity Notes Prospect Source

Ian Scott Aspesi

6-Nov 10/30/15 for CAS / tax work proposal by Nov 6

Ian

Ian Sierra Seals

Get 2014 tax info to review, better estimate cost. Ian will follow-up

01/05/16 Ian will contact 10/19-24  

Ian United Signs

Ian is going to call

01/05/16 On 8/19 Mike contacted us through the website and Jeff B., forwarded the contact information to Ian.Ian sent a fee estimate in Sept. He will f/u in Nov

Amanda Rohaus

BD Team - GC Pipeline

Internal Marketing the GC Way

Clients ranked for priority – GC 100Services matrix Client spotlightDebriefing meetings

GC 100

Based on revenue by client groupMatrix 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 Statements

Tax Returns

Write-Up / Bookkeeping

Payroll Services

Sales / Other Tax Reports

General Accounting Consulting

Tax Planning

Business HealthProfitability & Cash

FlowBanker Needs

Business Wellness

Questionnaire

Financial Story

$copeIt Session

ScopeIt Business

PerformanceRatios $copeIt

Session

Think Like a Banker $copeIt Session

Loan Financing Consulting

Forecasts & Projections

Business Performance

Improvement

Profitability and Cash Flow Improvement

KPIs/ Performance Measurement

Product / Service Mix Analysis

Budgeting- Income, Expense,

Cash FlowCFO Services

Accounts Receivable Collections

Improvement

Employee Theft

Standardizing Business Processes

Managing Change

Internal Control Analysis

Document & Analyze

ProcessesCustomer Cycle of Interaction

Stress Test $copeIt Session

Improvement

Getting the Most From Employees

Building a Winning Team DiSC Profile TriMetrix Recruiting

AssistanceFinancial

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: Total fees in prior fiscal year:

$91,000 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

Key Individuals: Eric Jones, CEO/Owner Gary Jones, VP/Owner Bob Smith, CFO Mike Jones, Owner/IT Jill Johnson, Owner/Marketing Jim Jones, Owner

Client Spotlight Jones and Jones Service Team: Clive Grimbleby, P1 Nathan Miller, P2/CSM/Billing

Manager Dave Aced, Consulting Kenny Ware, Financial

Statement and Tax Prep Ian Grimbleby, 401K Audits

Advisors: Lawfirm: Herum Crabtree Lawyer: Steve Crabtree Bank: Bank of America Other Advisors:

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 $91,0002015 revenue $179,792

Debriefing

Large client projects over 40 hoursTeam meets to analyze how we

can improve next yearDiscuss 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 WebsiteInfluencers BD Team Pipeline Marketing director

Internal Marketing

Clients ranked for priority Services matrix Client spotlightDebriefing meetings