Selling by any other name

I recently interviewed a successful CPA and business appraiser for an article I was writing for the Journal of Accountancy on the topic of marketing a business valuation niche.  He remembered that when he was a young CPA, he made the off-hand but, no doubt, often thought remark during a meeting where sales and marketing was the topic: "We became CPAs so we wouldn't have to sell or market." 

The reality is that selling and the profession of sales is thought to be unprofessional by many.  I would say that CPAs, business appraisers, attorneys, engineers, architects, et al. believe that "selling" is somehow beneath them, if you will.  That's why we call selling "consulting" or "business development."  In reality, they are the same thing if the "selling" you do is based not upon what's best for you, but rather what is best for the client or prospect. 

The blog, Law Firm Business Development, has a great post on the subject entitled "Is selling tacky?".  Check it out.   Link: Law Firm Business Development: Is selling tacky?.

Remember, do not be so quick to eschew sales training and sales knowledge.  Call it "consulting" or "business development" if that makes you feel better about it -- just don't ignore it.  You do so at your own peril.  You've heard it before but it's true: nothing happens until the sale is made.

Comments

[Chris Mercer]

Sell is not a four-letter word! When I returned to the United States eons ago after service in the military, I read an ad in the WSJ that said, simply, inside a white block on the page: "It's Not Creative Unless It Sells". It was probably one ad in a series that later identified the advertiser; nevertheless, I have never forgotten it.

And I've long tried to develop creative ways to sell -- and we continue to do so, don't we!