TWR Podcast Episode 86: Why Don't Accountants Love Selling?

In the latest episode of The Woodard Report Podcast, Joe Woodard and Heather Satterley speak with renowned author and sales expert Amy Franko to discuss the oft-overlooked realm of selling within the accounting profession.

Developing sales skills

Woodard, Satterley, and Franko discussed the critical need for a mindset shift regarding sales and business development.

Franko said many accountants shy away from sales due to preconceived biases, seeing it outside their comfort zone. She argued that it's essential for accountants to recognize that effective selling is intrinsically about providing value and acting as true advisors to clients. "When you can kind of let go of some of the biases and look at it for what it truly is,” she said, “that helps as a catalyst to say, ‘okay, how can I continue to learn this and get even better at it?’"

For firms looking to develop their sales capabilities, Franko advised implementing formalized skill development programs and growth strategies that align with business development goals, which includes investing in those who show an interest and aptitude in sales, allowing them to hone their skills and contribute to the firm’s growth effectively.

The group touched on Franko's acclaimed book The Modern Seller, which provides a blueprint for modern sales strategies. The book highlights that not all firm members need to be in direct sales roles to contribute significantly by fostering strong client relationships within their community.

Strategic and tactical approaches to sales in accounting

Satterley stressed that identifying ideal client profiles is another crucial component of the puzzle. Developing detailed client personas helps firms understand which clients best align with their services, enhancing profitability and client satisfaction. These help firms make strategic decisions about client engagement and service offerings.

Franko also added that firms should operate “strategically” and “tactically.” Strategically, she said, leaders must clarify the verticals and industries they wish to serve. Tactically, they should analyze their current business book to identify and pursue the most profitable clients. This dual approach ensures that long-term strategies and short-term actions are aligned, driving overall firm success. However, she also pointed out that for new firms still struggling to establish their business, it can sometimes be more important to work with the clients you have as best as possible, rather than exiting them because they aren’t an ideal fit for your business.

The crew agreed on embracing sales within the accounting profession as a pivotal skill that can significantly enhance client value and foster firm growth—even if it isn’t normally your firm’s focus.

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