Briefing 5P SEssion: presentation from andy bounds
Andy Bounds, cross-sector sales expert and author|
In our first session of Briefing 5P 2020, award-winning cross-sector sales expert Andy Bounds (also author of best-selling books such as Top Dog – Impress and influence everyone you meet) offers some great insight to help firms sell their services to clients at the best of times, but especially when they cannot have them in the same room.
The biggest mistake in all client conversations, says Andy, is relying on talking about what makes you great – rather than explaining how your services can make the client great. It could be a particular challenge in legal, of course, where many may be convinced of their individual, or firm’s, greatness at what they do. Many might be right in that – but in that case, it doesn’t serve to differentiate what you can do for the client. The key word to remember is ‘after’. What will the result for your be client after the firm has done its work? Focus on that.
Also, carefully consider the timing of conversations. The best time to reach out for one may actually be when there is no obvious trigger that could appear opportunistic. You could group key contacts by how frequently a regular check-in would be useful, and then hold yourself to account for making it happen. And remember that trust is built on a sense of reciprocity – think about other information you can offer, however simple, which the client may find useful in his or her working day.
Watch now for some more of Andy’s practical top tips for building stronger virtual relationship bridges.