Academic journal article Journal of Accountancy

4 Easy Steps to Successful Selling

Academic journal article Journal of Accountancy

4 Easy Steps to Successful Selling

Article excerpt

It's easy to become confused about the difference between marketing and selling.

Marketing is the series of activities that generates interest in your products and services. Selling is the act of persuading people to buy your products or services. It is the process by which you take the interest you've generated and create actual buyers for your firm's services.

Both marketing and selling are a continuous process in your practice and they require management focus, resource allocation and an ongoing commitment to succeed.

An effective sales process will provide a consistent system for managing sales opportunities, it will smooth peaks and valleys in revenue in your firm, it will increase utilization and enable you to more capably predict your resource needs and it will enhance your overall firm revenue and cash flow.

When you've made the commitment to develop or enhance your firm's sales culture, there are a number of actions you should take to ensure your success.

1. Identify a sales leader who will take responsibility for the firm's overall sales performance. This may be the managing partner or it may be someone in the firm who is particularly adept at business development. Whoever it is, the leader needs to be committed to this role as part of their overall role in the firm on a continuing basis and they need to have the ability to allocate the time necessary to perform some of the leadership tasks that we'll discuss further in this course. …

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