Over on the Duct Tape Marketing Blog, John has some good tips for professionals that avoid marketing because they are uncomfortable with tooting their own horn. As a CPA, I’ve had this uncomfortable feeling myself and seen it in others.
The accountants I know feel the most uncomfortable trying to begin a marketing conversation. They have no problems once the conversation gets going, if they can just get it started. Trying to start the conversation with a question the equivalent of "did you know I can do this?" or "do you have such and such a problem in your business?" is what gives them the willies.
One key to willie-avoidance to move the focus from you to you customer (or prospect) as quickly as possible. Try starting the conversation by either 1) delivering news or 2) telling one of your customer’s success stories. For example, "Did you read about the new tax break that will allow you to write off your vacation this year?" or "I have a customer that just landed a major contract from someone that reads his blog". This takes the focus away from you and if they aren’t interested in the news, they are not rejecting you (another fear that keeps us from marketing).
By listening and asking good follow up questions, you can learn about their needs and demonstrate your knowledge in a way that will let them get to Know, Like & Trust You.
