How Accountants Can Sell More Confidently & Effectively - Accounting Influencers Podcast

Episode 112

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Published on:

23rd Jul 2020

How Accountants Can Sell More Confidently & Effectively

Liston Witherill is the founder and creator of Serve Don't Sell where he helps professional services firms build the confidence and systems they need to win the business they know they should. He’s also host of the Modern Sales podcast, a podcast that’ll help you sell more by understanding how people buy. Liston has spent his career in professional services and consulting, with a focus on marketing and selling services. Prior to running his own company, he was the Director of Business Development and Marketing at a consulting firm that grew from $8M to $12M in three years. Shownotes:

  • The critical difference between marketing, business development and selling when it comes to professional services
  • The profile of a classic rainmaker in a professional firm, and why it's hard to teach people to do it
  • What accountants need most of all if they want to build a referral based business
  • The fantasy of having a sales or business development person in your accounting firm that can win lots of work on their own
  • Why sales and selling is not comfortable for smart technical professionals like accountants
  • Why very few partners in accounting firms have had any kind of formal training in sales and business development
  • Why the natural sales people and top work winners in an accounting firm are often very poor coaches and mentors
  • Why continued growth and business development succession is so difficult in many accounting firms
  • The key differences in selling products and services for an accounting professional
  • The two critical factors for accountants who want to sell more 'intangible' services like advisory
  • Why fixed pricing beats the billable hour in accounting services
  • The art of turning accounting services into products for better pricing and better profitability
  • The two things accountants need to be if they want to be better at sales and win more business
  • The criteria required to justify bringing in external professionals to help an accounting firm win more work
  • The dilemma for accountants in devoting time to fee-earning and to building a portfolio of new business.

Liston Wetherill on the Accounting Influencers podcast with BD Academy founder Rob Brown

When he’s not working, Liston makes beats, exercises, and is an avid reader of business, economics, and history books. He lives in Portland, Oregon with his wife, dog, and cat. You might be surprised to know that Liston has recorded a nationally televised rap song, and can still dunk a basketball despite his aging knees. You can reach him here...

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About the Podcast

Accounting Influencers Podcast
Host Rob Brown shows accounting professionals and leaders how to be more influential, grow their personal brand and be more authoritative, relevant and high profile in their roles..
The Accounting Influencers Podcast, hosted by Rob Brown, is a must-listen for accounting professionals looking to strengthen their leadership presence, stay informed on disruptive forces in accounting and build credibility within their firms. Geared toward firm leaders, managers, partners and influencers, the show covers key topics like career development, influence, personal branding and interpreting the evolving trends impacting the accounting world. Rob brings his expertise to each episode, offering insights and guidance on how to grow your personal brand and stay strategically important in a rapidly changing profession. Whether you're aiming to influence within your firm or expand your reputation outside of it, this international podcast offers practical advice and forward-thinking insights that will keep you informed and prepared for the future.
Accounting leadership
Executive presence for accountants
Building influence in accounting
Accounting industry trends
Personal branding for accountants
Accounting firm strategy
Accounting business models
Leadership in accounting firms
Talent management in accounting
Authority in accounting profession
Career development for accountants
Accounting firm growth strategies
Influencers in accounting
Accounting firm management
Disruptive forces in accounting
Accounting leadership strategies
Accounting career success
Accounting firm decision-makers
Accounting business trends
Building credibility in accounting

About your host

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Rob Brown

Rob Brown hosts the multiple accounting podcast and chair conferences, panels and events globally for the accounting and fintech profession. He is co-founder of Accounting Influencers Roundtable (AIR) which helps vendors, experts and influencers serve the accounting and finance world. He is a dynamic speaker and accomplished expert on trust, reputation, employer brand, talent, career development, succession, gen z/generations, employee advocacy and executive presence. Rob is author of the bestselling book Build Your Reputation (Wiley) and his TEDx talk ‘The Personal Brand of You’ has been viewed 400,000 times on YouTube. He is a stroke survivor, has epilepsy, is a committed Christian and has a black belt in kickboxing. He is based in Nottingham UK, home of Robin Hood, plays chess and backgammon, loves orange chocolate and is allergic to grapefruit.