Ask people some of their least favorite things to do (at least professionally) – and you’re likely to get some familiar responses – public speaking, firing an employee (or a client), getting into confrontation, and selling! And selling professional services often tops that list – even for salespeople.
When I was in high school, I worked at an ice cream shop. What a great job. I got to serve ice cream, make sundaes and banana splits, shakes, and ice cream cakes and pies. I was on the giving end of happiness. And people on the other side of the counter were happy to be there. I didn’t have to worry about selling much because people were already in the store to be happy! But one day our store manager asked us all to attend a sales training seminar. I was 18 and remember the pitch like it was yesterday – it was called SMASH – “Sell More and Sell High” –and they were talking about ice cream. What did they want us to do as high schoolers pitching ice cream? Turn a single scoop into a double, or a small shake into a large shake. Ask customers if they wouldn’t rather have a waffle cone for a small extra charge. Inquire about upcoming birthdays and sell a cake or pie. So, even in the ice cream store, where happiness was already built in and people already were going to buy something, there was an opportunity to offer them more happiness, and more profit for the store. Maybe that’s when I truly became an entrepreneur!
Well, selling tax services is certainly harder than selling ice cream. While I do give free samples (in the form of a consultation or high level analysis), it just doesn’t quite compare to that free taste of Pralines & Cream on a little pink spoon. And while I can give my clients peace of mind and save them money by assisting with their states tax needs, that’s hardly as fun as adding hot fudge and a cherry to a sundae!
When we think about Rainmaking, it IS about how to sell our services to our clients. In my program, I emphasize 5 main ways to build a pipeline, and frankly, most of them center on building a relationship of trust first, and then asking for the business. It takes time. However, the first tenet of my program is to put yourself in a sales mindset. You have to believe that you have a good product (of course you do!), that you are an expert in your area (yes, you are), and that there are clients that need that service (trust me – they do!). But so much of that comes from within. And, we have to be able to face rejection. That’s really the hardest part. When we put ourselves out there with a good product, to a good potential client, knowing we can do a great job…and they buy it? Amazing! We are all happy. But when we put ourselves out there with a good product, to a good potential client, knowing we can do a great job…and they don’t buy it (insert valid reason here) – it hurts. We feel rejected. We often take it personally. But we can’t – at least not for very long. I think it’s fair to evaluate why we didn’t get the project. Were we too expensive? Did our competition make a more compelling pitch? Was the client simply not ready? But at some point, we have to let it go. Dwelling on it won’t help build our confidence.
My advice about developing your sales mindset is to start shifting into it little by little. Instead of trying to hit the grand slam right away – take baby steps. Sell another small product to an existing client. Could they benefit from a certain diagnostic review that you might offer in addition to your existing yearly projects? That might be the equivalent of selling that waffle cone! Can you inquire about upcoming events in their business and determine if there are some things that you could assist with pro-actively, OR can you refer a colleague who could assist? Now, you’re selling an additional product, like that ice cream cake! Then step back and see how it feels. What words did you use? How did it make you feel? Did you create happiness for your client? With every little victory, you’ll have more confidence that you can be a better salesperson – and that people do need you and your product.
Before I wrap this up, I’m going to make a shameless plug for something that’s important to me. The title of today’s blog is “It’s Hard Asking People for Money”. Well, this time of year, in addition to selling my professional services, I spend a lot of time and effort asking people to support my favorite cause – Making Strides Against Breast Cancer. Over 18 years, my donors have helped me to raise almost $200,000 in this fight. The money goes to increased research finding, to help patient services and to raise awareness. I ask everyone I know. I joke that they see me coming and run the other way. But they know my passion. So I ask. I ask directly via emails and letters, via Facebook and other social media, and via one-on-one conversations. And most of my friends contribute when they can. Some don’t, and it might feel like rejection. Some donate right away, and some take prodding.
My point is that I’ve learned a lot about asking for business by asking for charitable donations as well. You have to believe in what you’re selling. You have to believe you have a right to ask for the sale. And you have to be confident that you are using that money wisely. That’s the beginning of a great sales mindset. Stay tuned to keep the conversation going.
Oh – and if you’d like to support my fundraising, click here. I’d be honored to add you to my amazing donor list!
Monika Miles is President of Miles Consulting Group, a firm specializing in multi-state tax consulting for middle market businesses. Clients include technology, manufacturing, software and SaaS based companies doing businesses across state lines. Miles Consulting Group assists them in determining the sales tax and income tax ramifications of creating a taxable presence in a state and how to address these issues with the various states. When she’s not assisting clients with multi-state tax issues, she passionately shares Rainmaker strategies with other professional services firms. Click here for more information.
