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so today I'm going to talk about a fairly taboo topic for accountants sales you know like it or not if you're an accountant in public practice you're in sales you to get clients you have to learn how to close the sale you have to learn how to sell and you know when I was an articling student um few decades ago I was never taught how to sell I was taught how to be a technical practitioner but I was never told how to actually sell our services it was like it was a four-letter word or something I I couldn't quite understand this so I was expected to to get clients but never told how to get them so one thing I want to share with you is this selling strategy that all the best salespeople in the world know and they use it all the time and that's the fact that people buy based on emotion first and then they rationalize their sale decision with logic so emotion first then the logic now this is really difficult a lot of my accounting firm clients have a difficult time with this and I think Most accountants do because we've been trained to be logical we've been trained professionally trained to analyze the facts to present Solutions and being very logical and methodical but when it comes to sales that actually works against us you have to go to the emotional side for your clients now the hard part for us again to get around is well accounting isn't emotional well I beg to differ if you've ever had a client go through a government audit you can find that it can be very very emotional for them and really it comes down to to two things they're either looking for you to remove some pain or add pleasure that's what they're after people don't buy Services they don't buy things they actually buy good feelings and so you need to find out where those feelings are so that you can either take away their pain or give them some more pleasure so that you can close the sale and I guarantee you that if you focus on these emotional triggers first when you're talking with your clients remember that they'll make the buying decision based on emotion first you'll be much closer to closing the sale so I'm Eric saken and wherever you're watching this please scroll down leave me a comment let me know if there's anything specifically you'd like to hear thumbs up up thumbs down I really just want to hear from you and I appreciate you listening and let's go get them this week