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Let’s face it, sales does not rank #1 on most CPA’s list of favorite things. Just the mention of the “s” word often conjures up such images as the “slick talker” in plaid pants. In an increasingly competitive environment, however, it has become an essential skill for success. So for CPAs who hate to sell, it is time to set the record straight. Successful rainmakers are those who ask powerful questions and then listen to what the potential buyer has to say.

In recent conversations with some of the industry’s best deal-makers, one thing is clear about winning new business. Bragging about how great your firm is not the key to a successful sale. What your customers and clients care about is how well you understand their business and can provide solutions to their specific needs. According to successful rainmakers, this can only be achieved by focusing your efforts on learning all you can about your clientele.

The Power of Questions

Now is the best time to learn from the best and to reprogram your sales calls by focusing more about your prospect. Use your knowledge to develop some good questions that allow you to understand your client’s specific situation and the issues they are facing. This will enable you to offer solutions that are right for them. When the prospect understands that you are there to help them succeed, you too will succeed.

Asking thoughtful questions allows you to accomplish several things during a sales call:

• Build trust by demonstrating your interest in helping them;
• Understand the prospect’s needs and how you can help resolve them;
• Demonstrate your knowledge of a particular subject or industry;
• Challenge the prospect think about issues in a new way; and
• The Competitive Advantage

Questions not only allow you to understand each specific situation, they also allow you to challenge the prospect to think in a new way. This is a competitive advantage that few CPAs engage in, but often the one that clinches the deal. Remember, today’s client is looking for your ideas. So use your questions to start this new thought process.

Develop a Top 10 List

It is a good idea to spend some time developing a list of at least 10 questions that you can use to gather information on your sales calls. The best rainmakers plan questions, so they can listen to the prospect’s responses carefully versus being distracted by coming up with the next question. Questions should focus on identifying what you need to learn and demonstrate to retain the client.

Behavior psychologist Neil Rackham developed one of the most successful methods for consultative selling called SPIN Selling. It includes a series of carefully planned out questions based on the following:

Beyond the Balance Sheet

Winning the business generally involves understanding more than the compliance and regulatory issues on the table. By using powerful questions to tap into an organization’s big picture issues and struggles, successful CPAs are able to offer solutions. You can start with a question, such as: “What are the three most significant challenges facing your business right now?” This type of questioning allows you to differentiate yourself by demonstrating value in the prospect’s mind.

Exploring Some Questions

Below are tips on developing questions and how you can identify problems at your clients’ firms.

For Starters

• What are the organization’s primary goals and objectives?
• What does the organization’s growth picture look like — projected, current year and past five years?
• Describe the leadership team and how it spends the majority of its time
• What do you value most in your relationship with your current CPA/advisor? Least?
• Why are you considering a change?

Identifying Problems

• What are the biggest issues facing your organization and what effect do they have on your bottom line?
• Describe any problems with the current CPA/advisor — how are these issues impacting the organization’s performance?
• How is the current market causing your organization difficulties?
• What are your greatest financial concerns?

Impact and Value of Solution

• How has this problem impacted your organization?
• What effect does this difficulty have on your staff?
• How important is it to you to reduce the tardiness of the reports?
• Would it be useful to have access to a seasoned team of professionals to help reduce the excess workload of your staff?

After the Call

Once you return from the call, it is important to determine whether or not the prospect is a good fit for your organization. Here are some key questions for you to carefully consider:

• Is there currently an opportunity to do business with them?
• Do you want them as a client?
• What are the keys to retaining them as a client – needs, experience?
• Why is your firm the best choice to do business with them – how will you demonstrate it?
• What is your next step in the process?

With a little practice, your use of carefully planned questions will allow you to have a better understanding of the issues facing your prospects. The more you delve, the greater your understanding will become and you will be able to offer more tailored solutions that will help you win more business. The best news is that plaid is no longer required!

Tracy Crevar Warren, president and founder of The Crevar Group, advises professional services firms striving to grow and maximize performance. Warren was named by Accounting Today as one of the 100 Most Influential People in the accounting industry and is a new Hall of Fame inductee in the Association for Accounting Marketing. She is an author and frequent speaker on various growth, business development, and marketing topics for local, regional, national and international audiences. Warren can be reached at (336) 889-GROW (4769).