Emotion is at the Heart of
Winning New Clients

Developing an emotional connection with prospects is at the heart of convincing them to leave their existing accountant, more so than price or any other logical rationale.

In this interview with Alexandra DeFelice, a Business Development and Industry Group Manager at Schwabe, Williamson & Wyatt, Martin Bissett acknowledged that many accountants are uncomfortable with the idea of “selling” He goes on to explain that, marketing involves activities that allow for opportunities and creates a level of desire. Selling is the ability to control that process to convert prospects into clients and investing in an emotional relationship with clients is the key success in winning them as new clients.

Meet Martin Bissett

Founder of The Bissett Group

Martin Bissett is the founder of the Bissett Group of companies that provide practice and personal growth communities, content, and continuing education exclusively to the accounting and bookkeeping professions worldwide.

Previously he established a high six-figure consulting firm while serving as a keynote speaker with over 100 one-off and repeat engagements to his name, as well as becoming the most published author on his topics of specialism with 11 books including 1 bestseller.

Since 1998, he has played a major part in working with over 1800 accounting firms in over 40 countries. These projects have led to those firms acquiring over £500m of recurring fees before inflationary increases, referrals and upselling are factored in. He stopped keeping track of this number over 5 years ago.

Martin now advises both accounting practitioners and FinTech companies alike, at board level.  

Course curriculum

  • 1

    Emotion is at the Heart of Winning New Clients

    • Emotion is at the Heart of Winning New Clients

    • Emotion is at the Heart of Winning New Clients

Emotion is at the Heart of Winning New Clients

Investing in an emotional relationship with prospects will win them as clients.

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