Whether you rely on advertising, marketing, networking or referrals, one thing remains true. You need to be able to communicate effectively with prospective clients.
Most accountants I know are keen to avoid coming across as ‘sales’ people. And rightly so.
When someone sells you a car, double glazing or life insurance, you may never see them again.
It’s completely different for clients who expect a long-term, personal and professional relationship with their accountant.
So being pushy is likely to backfire. But that doesn’t mean you should shy away from promoting your value.
After all, if you can’t explain why you believe in your services, why should a prospective client?
What are your priorities?
If you feel awkward about promoting your services, it’s worth asking yourself a simple question.
What’s more important to you: winning new business, or avoiding anything that feels like ‘sales’?
So the real goal here is not about ‘closing the sale’. It’s about securing the right opportunities. The ones where there’s a good fit between what the prospect needs and what you offer.
In this blog post I’m going to address two key areas:
– Why prospective clients don’t say ‘yes’
– How you can respond without feeling awkward or salesy
Why prospects don’t say ‘yes’
There are five common reasons why someone doesn’t take the next step. Even when your services would be perfect for them.
1. Money
They think they can’t afford you, or they’re unsure whether your fees are good value.
2. Time
They don’t feel they have time to move accountants, or even to think about it.
3. Need
They believe they don’t need an accountant right now, or they’re happy with their current one.
I addressed this point more fully in a recent blog post. You’ll need a different approach here, compared to prospects who’ve never had an accountant before.
4. Urgency
There’s no compelling reason to act now, so they do nothing.
5. Trust
They’re not yet convinced you can deliver what they want at a fair price.
Any one of these can stall the conversation. Sometimes it’s more than one.
Until you uncover what’s really going on, you won’t know how to help.
And that’s the key: you’re not trying to ‘sell’ anything. You’re trying to understand where they’re coming from.
Specific responses that can overcome resistance
Here are a few practical ways to respond when you hit resistance.
“I need to think about it”
This is often a polite way of saying “I’m not sure”. Try to gently clarify.
“Of course, happy to give you space. Out of interest, is there something specific on your mind? Fees, timing, or anything else I could help clarify?”
“Your fees are too high”
Dig a little deeper. Are they comparing like with like?
“I totally understand. Can I just check, are you comparing this to your current accountant or to other quotes? We’re not all interchangeable you know. Our fees reflect our experience, style and approach to client service. Other clients tell us they feel more confident and better supported working with us than they did previously. Our fees allow us to provide that level of service, and they really value it.”
If you do end up reducing your quote, don’t give the same package for less. Adjust the scope, timing, or payment terms to protect your value.
“I’ve already got an accountant”
This might not be a hard ‘no’ depending on how the conversation cam about – as i said in my earlier blog post
Try this instead:
“Totally fair. Out of curiosity, what do you most appreciate about your current accountant?”
Followed by:
“And if they could improve one thing, what would it be?”
This may surface a pain point that hadn’t been top of mind.
“I don’t have time to do this now”
Time could be the real issue, or it could be a polite fob-off.
“Completely understand. When would be a better time for me to follow up? And just so I don’t waste your time or mine, is it something you might seriously consider down the line?”
If relevant, you can also highlight upcoming deadlines or missed opportunities to help them see why acting now could be beneficial.
Can you see how this is not about selling or bing pushy? It’s more about understanding and recommending.
You’re not trying to persuade someone to do something they don’t want to do.
You’re helping them make a smart decision, based on what they need.
That starts with:
– Asking open, thoughtful questions
– Listening to the answers
– Exploring where and how you can help
Done well, your recommendations will feel natural. Not like a pitch, but like good advice.
And that’s when trust builds. That’s when more prospects choose to become clients.
Final thoughts
If you’re finding it hard to turn conversations into clients, you’re not alone.
Many accountants feel the same. But the answer isn’t to become someone you’re not.
It’s about building your own confident, comfortable approach to having the right kind of conversations.
That’s something I help accountants with all the time. If you’d like a chat about how to improve your conversion rate, without ever feeling like a salesperson, let’s talk.
