Here’s something worth sitting with: your clients don’t care about what you do, and they definitely don’t care about how you do it.
I know that’s not what most firm owners want to hear, but it’s one of the most important things you can internalize.
In this episode, I’m walking through what they actually care about — and how to center your sales process around that instead.
Listen below.
1:33 A lot of firm owners lead with process. Every service gets broken down into steps, covering how the work gets done — but never touching on what the client actually gains from it.
2:18 How you deliver a service is largely irrelevant to your clients. What they care about is the outcome, and that’s what we need to lead with.
2:37 Three outcomes actually matter to your clients. The first is monetary — and it’s straightforward: how much money can you make them, and how much can you save them?
3:39 Time is the second outcome, and it’s just as powerful. How much can you save them? Ten hours a month on bookkeeping is ten hours back — lead with that.
4:08 The third outcome is improvement of feelings — and it’s the most neglected. Many clients are anxious about their money, and that’s an outcome worth leading with.
6:31 Leading with process is a hard habit to break because it’s baked into how accountants are trained. We’re taught to demonstrate expertise through detail and methodology.
7:35 When someone is sold on the outcome, price becomes less of an obstacle. They’re no longer comparing your rate to someone else’s — they’re thinking about what the result is worth.
