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

Episode 112

How Accountants Can Sell More Confidently & Effectively

Published on: 23rd July, 2020

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 Voices Podcast
Accounting Voices helps people in the accounting world stay relevant visible and vocal. Host Rob Brown interprets trends reshaping the profession and gives listeners insight to build authority influence and a stronger voice in firms and markets.
Accounting Voices, hosted by Rob Brown, helps decision makers and leaders in accounting and finance stay relevant, visible and vocal in a profession being reshaped by technology, private equity, regulation and shifting client expectations. Each episode interprets the trends disrupting accounting and finance such as AI, automation, M&A, talent and the move to advisory and translates them into practical insight that strengthens authority and influence.
Accounting Voices is also a platform for the wider ecosystem of networks, associations, educators, consultants, software vendors and technology experts who serve accountants and finance professionals worldwide. It extends into regular Accounting Voices networking sessions that connect this audience and amplify ideas that move the profession forward. With its international reach and long shelf life the show delivers credibility and commercial value for listeners and sponsors alike. Search for "Accounting Voices" on YouTube for all episodes and connect with Rob Brown on LinkedIn to find out more: https://www.linkedin.com/in/therobbrown

About your host

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Rob Brown

ob Brown is the creator and host of the Accounting Voices Network, a media platform that includes the flagship solo podcast Accounting Voices and the panel shows Accounting M&A and Accounting Tech. He chairs conferences, panels and virtual events worldwide and is recognised as a leading advocate for the accounting profession.

He is an accomplished speaker and authority on trust, reputation, employer brand, talent, succession, executive presence and the forces shaping the future of accounting. Rob is the author of the bestselling book Build Your Reputation (Wiley) and his TEDx talk The Personal Brand of You has been viewed more than 400,000 times.

A former co-founder of the Accounting Influencers Roundtable, Rob now focuses on amplifying the voices of leaders, firms, networks, vendors and influencers across the global accounting ecosystem.

Outside of work he is a stroke survivor, lives with epilepsy, holds a black belt in kickboxing and is based in Nottingham, UK. He plays chess and backgammon, loves orange chocolate and is allergic to grapefruit.