Lessons for accountants from ……a sales training expert

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Mark Lee

Mark is a speaker, mentor, facilitator, author, blogger and debunker. Mark Lee helps professionals who want to STAND OUT and be remembered, referred and recommended using his 7 fundamental principles to create a more powerful professional impact, online and face to face.
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  1. Adrian Ludlam
    Adrian Ludlam says:

    Fascinating post. But I constantly find it strange that marketing professionals – such as Andy Preston and many others – tell us that prospects are “sophisticated” in doing prior research etc. Apparently prospects have moved beyond features/benefits etc – and so they want rapport etc.
    I totally get the thrust of the piece – however:
    1. Small/medium business websites/advertising rarely get beyond features – even benefits are often missing!
    2. Despite what the esteemed professor, Theodore Levitt said – I suspect no-one has ever walked into a hardware store and asked for a 1/4″ hole!! OK – the hole may “arrive” in a conversation with the store but I’m not sure just how “sophisticated” a typical consumer is? Our brains seem to reduce our thinking to simple concepts? (Following Peter Drucker – one of these days I will ask a potential supplier to “satisfy my wants” – and see what happens!!).
    Finally, as the Sales Education Council tells us – the best selling often includes an element of challenge to the prospect!! Henry Ford’s – “If I’d asked customers what they wanted they would have said a faster horse”!
    100 year old wisdom perhaps bringing us back to where we started??
    This is all really important stuff!!! The underlying issues for we Accountants and our clients is that we just can’t ignore them. Fundamentally this isn’t a discussion about “sales/marketing” – it’s really about how well our business operates!

    Reply

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