Accounting Today - October 11 2010

be real. In other words, you really have to let go of wanting to close the sale.

Changing your intention is simple, but not necessarily easy. The first step is becoming aware of what your intention is. Knowing we’re going into a sales meeting naturally brings up our desire to control the outcome of that meeting. Once we are aware of that intention, we can make a decision to take the higher ground, and decide that we’re there to serve and discover, and that we’re willing to accept any outcome.

The notion that letting go of your intention to close will help you win more business is paradoxical and challenging. It’s not that we don’t want to close the sale — of course we do. As you’ll discover when you try this approach, people will respond very positively to the safe space that you have created, and you will win more engagements with less effort. Want absolute proof? Try it and see. There’s no other way.

Discovering what is mutual simply means discovering what they’re hoping to accomplish and what their issues are, and then determining if what they need is something we can competently deliver. Mutuality also includes determining if they want to work with us on a relationship level, and if we want to work with them. Mutuality is not something to be forced, but rather reveals itself with some open and honest dialogue.

When it comes to being of service, it’s not about giving away our services or solving problems on the spot. That actually undermines our value. It is about engaging in conversation and asking questions that cause them to think about things they haven’t thought about, to consider a different set of possibilities. Asking questions helps clients realize what they don’t know, and brings clarity to issues without actually solving them, all of which provide tremendous value. Conducting such a meeting causes the prospect to see you in a very different light from other accountants.

Selling
FROM PAGE 28

for honest and open dialogue where
truth is welcomed and a produc-
tive win/win relationship can be
formed. This approach removes
pressure on both sides, and makes
for a more productive conversation.

Winning more engagements will be
a natural, organic outcome of this
dialogue, and your value will be
known by how you conduct your-
self, and your new engagement will
be off to a great start! AT

“I’M WORRIED. I THINK I’VE GOT A

SERIOUS PROBLEM ON MY HANDS.”

Based on an actual conversation between a CAMICO policyholder and a CAMICO Risk Management Specialist

CPA: My tax client is refinancing his home loan and is pressuring me to write a lender letter. He says the bank needs the letter today or he’ll lose his financing. I just don’t feel comfortable giving assurances about my client’s creditworthiness.

CAMICO: You’re right to be concerned. This letter could expose you to a lawsuit if your client defaults on the loan.

Don’t worry, though, I can help you draft an appropriate response. We receive calls like yours all the time — the lenders want your assurances rather than doing their own due diligence. I’ll help you “push back.”

CPA: What does that entail? I don’t want to lose my client over something like this.

CAMICO: I understand and can help you craft a letter clearly stating your services were limited to preparing tax returns from information your client provided. Your letter will be factual but provide no assurances. If your client agrees, you can offer to send the lender copies of prior tax returns. This way, you can help your client, keep the lender responsible for its loan decision, and avoid violating professional standards that prohibit providing assurances that your client can meet loan commitments.

CPA: Great! I can’t believe I spent all morning worrying about this. If I’d called CAMICO earlier, I’d already be onto something more productive. Thanks — you’ve given me back the rest of my day.

PROVIDING PROFESSIONAL LIABILITY INSURANCE TO CPAS FOR NEARLY A QUARTER CENTURY ;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;