Developing an emotional connection with prospects is at the heart of convincing them to leave their existing accountant, more so than price or any other logical rationale.

In this interview with Alexandra DeFelice, a Business Development and Industry Group Manager at Schwabe, Williamson & Wyatt, Martin Bissett acknowledged that many accountants are uncomfortable with the idea of “selling” He goes on to explain that, marketing involves activities that allow for opportunities and creates a level of desire. Selling is the ability to control that process to convert prospects into clients and investing in an emotional relationship with clients is the key success in winning them as new clients.