The Abundant Accountant | Paul Ross | Reframing Your Sales Perspective

 

In this episode, sharing the secrets of subconscious communication today is the Master Trainer of Neuro Linguistic Programming. Paul Ross, the Author of Subtle Words that Sell: How To Get Your Prospects To Convince Themselves To Buy And Add Top Dollars To Your Bottom Line, discusses the shifting mindset and reframing your sales perspective to become a sales hero. He explains that how you serve your clients equates to what you deserve. Paul delves into the subconscious mind and the power of language in convincing prospects to buy. Let’s learn to harness the power of language and reframe our sales perspective, and we will make a difference in our firm. So, what are you waiting for? Hit that play button and join Paul Ross and Michelle Weinstein in today’s insightful episode.

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Reframing Your Sales Perspective: How To Become A Sales Hero With Paul Ross

In this episode, we have a very special guest. Our special guest is on a passionate mission to help already successful professional salespeople and entrepreneurs skyrocket their revenue and results by sharing the secrets of subconscious communication. He is an author, speaker, sales trainer, master hypnotist, and a master trainer of neurolinguistic programming. For many years, Paul has taught thousands of people the beauty and power of language to influence, persuade, and heal.

Before we welcome him to the show, if you are a smart and hardworking bookkeeping, tax, or accounting professional, and you think the way to get clients or retain your current ones is to keep your fees low, keep discounting, or even do free work, and work a lot of hours, emailing, texting, and doing calls with clients and not charging them, it is not true. We both know that that will end up with burnout and growing resentment for your clients and for the work that you do.

The firm owners I work with charge premium fees by ethically doubling or tripling their fees to current clients, following a much newer and simpler method that I’ve created. It allows firm owners to charge fees with confidence, get paid first and upfront, and double their firm revenue while working less, giving you total financial security and the freedom that you’ve always wanted in your firm. If you are ready to make that change and start creating the firm that you’ve always dreamt of, head over to TheAbundantCall.com and book a call with me and my team. Welcome, Paul, to the show.

It’s always a pleasure, Michelle, to be addressing your audience. It’s been way too long.

It’s been way too long but I love this topic that we’re going to talk about and reframe how we hear sales, understand the word sales, and have a new perspective for all of the readers who own an accounting tax or bookkeeping firm. Before we dive into our conversation, for those of the readers who don’t know you, could you share 30 seconds of who you are and what you do so we know who we’re reading from?

I am the author of the book Subtle Words That Sell. I am a podcaster, a speaker, a master hypnotist, a master trainer of neurolinguistic programming, a healer, and a cat fan. I love my kitty cats.

I’m very excited to have you here. A lot of firm owners come to me fearing the word sales and say, “Michelle, I don’t have a sales process. I started this firm. I didn’t think I had to sell.” Why is this word such a bad four-letter word for so many people, Paul?

People have sold themselves and allowed the media to sell them on the image of the salesperson as being the high-pressure, slick script spits and wreck. The sleazy used car salesman who uses pressure tactics was like, “I’m going to fight for you with my manager.” Everyone knows it’s BS. People are hip to it. People don’t like it. Naturally, if you feel that what you’re doing is putting one over on other people, you’re going to feel bad about it.

I want to say to all the accountants, CPAs, and everyone else who owns a firm out there, bless you for loving what you do but if you don’t know how to sell it, the people who could use your services are never going to find out about it, and you’re not going to be able to put food on the table and attain the financial freedom that you get under Michelle’s guidance.

It does to me and you. We can use this as an example. A lot of people want to leave the corporate world. They want to quit their corporate job. They don’t want to slave away for someone else, work 9:00 to 10:00 at night for somebody else, climb the corporate ladder, or have someone else dictate and cap their salary and cap how much they’re going to make. They say, “I’m going to start my accounting tax or bookkeeping firm.” It is without understanding that we have to have sales as the forefront before you even have any leads or get any marketing in place because otherwise, you will severely discount yourself. You feel like you can’t communicate your worth or your value.

I was speaking to a gentleman. He has severely discounted himself. He was charging about $60 an hour, which is less than a lot of personal trainers. He has a CPA and plenty of other credentials. If you’re working for less than $60 an hour, you should be paying close attention to our conversation because you are severely underpaid and not getting paid what you’re worth. More importantly, not having a plan to grow a profitable firm is a plan to fall back and get a corporate job or get another job.

It’s not a good idea.

What are a few ways people can have a unique way to reframe sales and see this as the most important element in any firm and business? Without sales, you can’t even have expenses, net income, and profit. Without a sales plan and understanding that if we don’t sell, we’re hurting our clients and not serving them, we can’t even spend money on marketing or going to any marketing events if we don’t know how to convert.

I started from outside the field of selling. I started as a healer. I’ve been doing clinical hypnotherapy for many years. One of the things I’ve learned about people is they operate out of beliefs. We all know this but people have beliefs in a certain hierarchy. I’m going to nail it and talk directly into sales and keep it non-technical because I know this has been a point between you and me.

People have beliefs about what’s possible for them and other people, and what’s possible to do in the world. What are they capable of doing? What are they capable of achieving? What do they deserve? What are their identities? This is important. Sales is not just about asking the right questions and using the power of suggestion to suggest ideas into your prospect’s mind. Here’s a crazy idea. It’s about expanding their mind to include new possibilities, new ideas, and successes they didn’t even believe were possible or that they deserved. Can I use a metaphor for that, Michelle?

Sales is not just about asking the right questions and using the power of suggestion to suggest ideas into your prospect's mind. It's about expanding their mind to include new possibilities and ideas of success. Click To Tweet

Yes, please.

Let’s say someone decides to spend a lot of money. They go on a beautiful vacation to Tahiti. They’re staying in a five-star resort. They picture they have this beautiful bayfront window from wall to wall. They look out. They can see the beautiful view of the crystal clear water and the stars coming out at night but they’re busy turning around and looking through that little peephole through the door out into the hallway to see that nobody is coming. Our job is to turn them around and show them the vision of what’s possible for them.

Selling is about creating those states of consciousness, not just selling your offer or services because you’re never selling your product or service, Michelle. You’re always selling decisions and good feelings about decisions. Here’s the thing. Many of your clients don’t believe that they deserve to have what it is you’re offering. Not only do they not believe it’s possible but they don’t believe they deserve it. When you expand their mind to include the possibility that they can have it and that they can deserve it, that’s a heroic and healing act.

If you think of yourself as a sales hero, if you get that you’re doing your clients a service, not just in terms of helping them with their taxes or accounting but you’re helping them do an expansion of their minds into a new set of ideas about what they deserve and what they can do in the world, that’s a profoundly heroic and healing thing. You can’t feel sleazy or scummy when you feel like a hero. Can you?

You can’t. What are some ways, maybe 1 or 2, that you can share with someone who might be newer to their farm or they’ve been doing it backward for the last several years? They don’t see it as a heroic or a healing act. They still need a reframe on how to move in that direction when they think of growing their top-line revenue in their firm. What are 1 or 2 actions and things they can do to start to shift the mindset and reframe this perspective?

I can give you a couple of quick ones that are clever. I would like everyone reading this to write down the word Deserve. If you haven’t done it, take ten seconds to do it. Cross out the D and E. What does that spell?

Serve.

What you deserve is equal to or greater than the amount or degree to which you serve. When you are in service to someone, it increases your sense of deservingness. What happens is when you’re in service to someone, they are on the deep unconscious level. I’m also a hypnotist. If you’re in rapport with someone, they take on the same state of mind and consciousness you’re in. Let me give you an example. Let’s say you approach a situation. You’re very nervous and overinvested in the outcome.

The Abundant Accountant | Paul Ross | Reframing Your Sales Perspective

Reframing Your Sales Perspective: What you deserve is equal to or greater than the amount or degree to which you serve.

 

If you’re in deep rapport with someone, they’re going to feel what you feel but they’re not going to know why they feel that way. They’re going to think they feel that way because you’re not trustworthy. When you start with yourself and create that state of mind in yourself that you deserve to be successful, and I’ve already given a little cue, and you’re in rapport with your prospect, they’re going to begin to believe that they deserve to have what it is you’re offering. They won’t pick up on it consciously. It will be unconsciously and subconsciously. It’s the subconscious where we make the most important decisions.

As accountants and CPAs, you understand the numbers and spreadsheets. Michelle and I are friends. I can’t read a spreadsheet to save my life. Michelle loves spreadsheets. Wasn’t your nickname, at one point, Spreadsheet? I have accountants, bookkeepers, and financial advisors for all of that. That’s one thing to understand. When you deserve it, it’s equal to the amount in which you serve. You have to be in rapport to transmit that.

The second thing to understand is that this is powerful. This is going to change your life, not just in terms of running a successful firm and selling your services but in your relationships with your spouse, significant others, friends, and children. People behave, think, respond, move through the world, and fix patterns. When you break those patterns, and it’s called the pattern interrupt, people become suggestible. When they’re suggestible, they’re open to new ideas. May I give you a concrete, simple, non-technical example?

Let’s give an example of big patterns that people are in and an example of a pattern interrupt that a firm owner could use when communicating with a prospect or a current client.

Let’s say the prospective client says something along the lines of, “I’m wondering if you could give me some free advice about this.” One of the things you teach that I love is to avoid that trap of getting stuck into being free advice because it devalues you. I would break that person’s pattern and say, “Mr. Smith, before we enter and explore how I can continue to be of service to you, I want to suggest that what you get is what you only get in life what you put into it. I can’t be the first one to agree that you want the very best from me. Thinking about it like that, let’s make sure I give you the best by first evaluating what it is that you need.”

That’s a big mouthful. You’re going to have to read this multiple times to write that down. What you’re doing is changing the frame and meaning. I’ll give you another one. Let’s say someone says, “Why should I hire your firm?” If you give data, facts, numbers, and information about that, you’re buying into the frame that they’re the ones who have the value. You’re begging them to get their business by giving fax data figures and numbers.

It is the wrong way to approach it.

Everyone else is doing that. Instead, I would say something confusing. I would say, “Mr. Smith, I can’t be the one to say how you’ll find your reasons to do that. As that’s taking place, please feel free to share the questions that naturally arise when a great decision is being made.” That’s vague. I don’t expect your audience to master that. I understand. Break it down, read this episode, and write it down. Here’s another key principle for persuading influence in any area of life. I understand this is focused on getting firms to be abundant and thriving.

This will work as a bonus with your significant others, friends, kids, and negotiations. Whatever you can get the other person to imagine as being their idea will be perceived by them as being their thought. Therefore, they will not resist it. The best way to do that is to be vague. When you’re vague, it’s the subconscious or unconscious mind. They’re the same thing. I use the terms interchangeably because I am a hypnotist. It begins to search for the meaning. It will fill in the blanks for them.

Can you give a real-life example that a firm owner can use?

Let’s say someone says, “Why should I pay? I don’t want to pay such a high fee.” The pattern interrupt would be, “Mr. Smith, what you haven’t yet realized is with the right accountant or CPA, you’re not paying a fee. You’re investing in skills.” What a reframe that is because no one wants to pay and likes the word fee. You’re not paying a fee. You’re investing in skills. At the end of the day, isn’t the most important thing the maximum amount of money you get to keep in your pocket every year? Think about it like that. Let’s take a deep dive into what it is you need from me. Did you read that last bit? It’s not what I can do for you but what you need from me.

Most firm owners and people without a sales background will say, “What I can do for you.” They talk about price, numbers, and accounting jargon. We don’t get that. That’s why the sales aspect of things is seen to be such a negative word instead of having a heroic or healing act because when you sell, you are serving and helping people. We can’t and have to stay away from talking about price and numbers.

Here’s a weird quirk about human nature. Dan Kennedy, who’s one of the giants of marketing, was one of my marketing and selling gurus. He’s still around but he’s up there in years. Dan Kennedy said, “If your fee and price point don’t sting, you’re underselling. People don’t put value on things that don’t have a significant price point. They won’t take action on it because they don’t think it has much value at all.

People don't put value on things that don't have a significant price point. People won't take action on it because they don't think it has any value. Click To Tweet

When I consult, I charge as much as I can to the point where it stings a little bit because otherwise, people won’t value it. If they don’t value you, guess what they don’t give you. They don’t give you referrals. People feel about us the way they treat us. People don’t treat us the way they feel about us. People feel about us according to how they treat us. That’s crazy, at least in the beginning.

While the relationship is first being established, that’s why if someone doesn’t show up for a consulting call, they view you as being of less value because they didn’t show up. Therefore, you can’t be of much value because they flaked on you. You should never tolerate that. Please, accountants and firm owners, value yourself. If they don’t show up for the call, they have done you a favor. I’m not going to swear on your show because I know that’s not that kind of show. They have shown you what a P and A they are, and you don’t need that.

They’re going to be a PITA client. It’s not going to do anybody a good service because it’s going to be another client that you’re not going to want to deal with. Thank you so much.

What client, Michelle?

PITA, Pain In The A**.

I didn’t want to say it but that’s what I meant. I’m being respectful.

The Abundant Accountant | Paul Ross | Reframing Your Sales Perspective

Subtle Words that Sell: How To Get Your Prospects To Convince Themselves To Buy And Add Top Dollars To Your Bottom Line!

Thank you so much, Paul, for sharing all of this knowledge and wisdom. It was a very short amount of time and there were a lot of tongue twisters in there. I believe that some of you were to understand how sales play the most important role in your firm. You might want to re-read this once or three times. I want you to get that when you’re selling and meeting prospects, new clients, and current clients and increasing your prices, this is a healing act. You’re healing your prospects and clients. It’s important to do because when you sell, you’re not only serving but healing people. I love how you ended it and shared that if your fee doesn’t sting a little bit, you are underselling. Paul, is there anything else you want to add before we wrap up?

I want to add two things. Michelle, you’re going to shy away from the word. You’re a genius as a teacher and in your knowledge of your field. People, you’re not going to like reading that. You’ll try to humble your way out of it but people are lucky to undertake you as their teacher and mentor. You’ve helped me personally in many ways. I want to thank you for your genius in my business and personal life and say that it’s an honor to be serving your audience. I mean it.

My book is called Subtle Words That Sell: How to Get Your Prospects to Convince Themselves to Buy and Add Top Dollar to Your Bottom Line. You can get it free along with a fifteen-minute video training on how to crush objections. If you go to PaulRossBook.com, it’s free as digital downloads. Thank you again, Michelle, for the honor of being of service to you.

Thank you so much. It was an honor to have you. I’m looking forward to doing this again but a lot sooner than before.

Thank you all for joining Paul and me on another amazing episode. If you are smart, hardworking, tax, bookkeeping, and accounting firm owners and you think that the way to get new clients or retain your current ones is to keep your fees low and not have them sting or do free work and simply work more hours, it is not true. We both know that ends up in burnout and growing resentment for your clients and the work you do.

The firm owners I work with charge premium fees by ethically doubling and tripling their fees to current clients using a far simpler method I’ve created here. It allows the firm owners to charge fees with confidence and get paid upfront and first, resulting in doubling firm revenue while working less and giving you total financial security and the freedom that you’ve always wanted in your firm. If you are ready to make a change and start creating the firm you’ve always dreamt of, book a call with me and my team over at TheAbundantCall.com. Let’s start to reframe your view of selling. We look forward to talking to you soon.

 

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About Paul Ross

The Abundant Accountant | Paul Ross | Reframing Your Sales PerspectivePaul Ross is on a passionate mission to help already successful professional sales people and entrepreneurs skyrocket their revenue and results by sharing the secrets of subconscious communication. He is an author, speaker, sales trainer, Master Hypnotist and Master Trainer Of Neuro-Linguistic Programming. For over 30 years Paul has taught thousands of people the beauty and power of language to influence, persuade, and heal.

 

 

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