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.

Martin Bissett

Founder of The Bissett Group

Martin Bissett has worked with over 2,000 accounting firms across 44+ countries since 1998, helping them generate over £500m in recurring fees. As an advisor to accounting firms and FinTech companies at board level, his clients include major names like Intuit, Dext, Xero, IRIS, and ICAEW.

A prolific speaker and author, Martin delivers 10-20 keynotes annually and has written 14 books, including the bestseller Passport to Partnership and Never Mind The Bullets. His work is part of accounting curricula in both the UK and US.

Martin’s career spans the globe, including 23 US states, and his expertise has earned him global recognition. More recently, he has published children’s literature with The Climb and Letting Go, with another release planned for 2025.

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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