How To Conquer Your Fear of Selling
Selling your bookkeeping services isn't easy.
Especially if you're an introvert, which many bookkeepers are.
There are so many factors that help a prospect become a buyer, but of course, one of the biggest ones is you have to actually sell them on the fact you can deliver.
What Is It About Selling That Terrifies Us So Much?
- For many bookkeepers, it's just uncomfortable. They don't want to put themselves out there and be viewed as “salesy” or “pushy.”
- They lack confidence and self-esteem when communicating, so delivering a sales pitch can create a lot of dread.
- They'd rather just be the technician, execute their job and leave the “selling” to someone they think is more qualified.
Of course, by having these negative mindsets around selling, it won't exactly inspire them to market their bookkeeping businesses.
They're actually prepared to leave money on the table instead of tackling their fears.
Yes, being scared can be paralyzing, but it doesn't have to be.
On The Successful Bookkeeper podcast, I interviewed an Australian Business Mentor for Bookkeepers, Sharon Francisco, who provided some great tips to make selling a lot easier for you.
Focus On Your Prospect
Make it all about her. By not thinking about how you'll be perceived, this strategy allows you to take the focus off you so you can start building rapport to get you closer to a sale. In preparation, create a list of questions you can ask the prospect that will get her to be more open with you about her concerns and fears regarding her business.
A great question to ask is “what's the biggest frustration about your bookkeeping right now?”
This targets a deep pain point for many then opens up the conversation so you can eventually detail how you can help solve their problem and take away their discomfort.
Be sure to have two to three of these questions that probe their problems so you can ask them when needed.
What you're doing here is attempting to build rapport and trust. Once you have those, the prospect will let her guard down, so she can see you're actually trying to help her.
Take Away The Pressure
If you're desperate to make money as soon as possible then that's a lot of pressure on you to attract clients.
Prospects can sense desperation, so you don't want to be that person.
To take the heat off and gain some control, do the following:
- Create a plan of how many clients you'd like in the next three months.
- Plan your marketing around your client number; for example, three prospect appointments per week, 100 brochures delivered a month. And, STICK WITH IT.
To achieve results in sales, you have to be persistent and follow your plan.
Don't get discouraged.
Just remember every “no” is leading you closer to a “yes.”
Many people who flounder in sales either jump right to the sales pitch or avoid it completely.
Both of those ways obviously don't work.
So, take your time.
Develop your own style and figure out what makes you feel comfortable.
When Sharon first met prospective clients at networking events or through accountant referrals, she used the below actions to develop her style. Experiment with her suggestions to see if they're a fit.
Ultimately, it's about whatever makes you feel great because your prospect will feel that energy from you.
- Do whatever you can to feel prepared. Whether it's you printing up your sign-up paperwork beforehand or being 20 minutes early for your appointment, it's important you feel you're in charge and have everything taken care of that is within your control.
- Be well dressed for the occasion. There's something about wearing the right clothes that can make you feel like an entirely different person. You'll project confidence that others will notice in you.
- Do your research. Go online and Google the prospect's business and write a few points of interest to be curious about so you can ask about it in the meeting.
- Have your client testimonials ready. Use two to three examples that truly reflect how much clients adore your bookkeeping service and subtly mention that in your conversation.
You could mention something like ...
“I'm passionate about bookkeeping and the positive feedback I receive about my service, really energizes me to help more people. My business is mostly built on referral, actually the last one I got was from an accountant and ----“
Hopefully Sharon's suggestions are useful for you.
At the end of the day, you're speaking with people just like you.
There's no need to be scared.
You're providing a service that can positively change their businesses, their lives and their customers' lives forever.
The prospects, that have pain points, want you to assist them, but they just don't know it yet.
It's your job to educate them.
Once you understand your fear isn't real and truly appreciate what you give to others, selling won't be so hard.
Before you know it, you won't consider it selling.
It'll be just you connecting with people and it will feel natural and normal.
The way it should be.