Cpa Marketing | So Why Do Most Prospects Say They Don't Want To Change Their Cpa?

Finally, we get to the headline of this page - the strange thing that many prospects

will listen to you quite a while and then suddenly blurt out they don't really want to change CPAs.

Well, part of it has to do with what was discussed above - it is a nice way to get rid of you at any moment. All the prospect has to say is that he is actually fully satisfied with his present CPA or Accountant... and you give up.

See, it is actually a very, very tempting weapon against you - so tempting that some prospects will just use it anyhow. It is so nice to get rid of people... especially those that have a good sales approach!

The more sales oriented your sales approach is, the more you get to hear this old song about your prospect being satisfied with his current CPA.

There are two separate points in time when you get to hear this. One is the beginning of the contact. The prospect is just scared.

The second is much later into the conversation, when you start to feel things are really going fine. You see, if you know how to handle your prospect so that...

-you DON'T give him any data he could decide NO on,

-you keep him continuing to find out more about your services,

-you keep him getting more and more interested in your services...

...then his response to this will be to tell you he doesn't want to change CPAs, funnily enough!

It is a rejection reaction for getting too deep into it. Once the prospect gets REALLY INTERESTED, he can no more withdraw on the basis that "it really isn't for us." He is past that point - he gets the "point of no return" jitters, in other words.

Becoming interested, they now must face the idea of having to DO something about it. And that's another "point of resistance" again.

Now get this:

It is one those things people say that they don't actually mean what they say.

It's just something that will come out of the prospects mouth and you DON'T take it at face value.

So, what do you need to do about it?

Nothing. You don't need to DO anything about it.

You need to SAY something to handle it. You need to say something very specific.

These things are called "Key Sentences" or "Key Wordings" in sales technology. The concept means that in some very specific situation a workable wording has been developed through extensive use and testing.

Responding to the prospect with that exact answer or wording will almost always handle the situation and thus allow the sales action to continue.

If you would like to get the ingredients of this Key Sentence so you can start testing it, here they come. You have to...

-agree in some way with what the prospect says,

-define the concept he voiced in a way that it allows you to continue,

-assure the prospect that you understand he is not changing CPAs,

-install something that will allow your prospect to change his mind about this later so he CAN sign onto your services.

Does it sound a bit complicated? Don't worry; it really isn't, not once you get all the data.

by: Michael Brier

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