Our client invested its time, money and expertise to teach its distributors skills that they could use to sell the products and services of any of 15 different companies. Yet the distributor recognized the investment our client had made in them, and consequently focused on offering its products and services. The client ultimately dominated the market. In an example closer to CPAs and technology, my firm has provided accounting software sales training to hundreds of resellers, who handle multiple and competing product lines. Last year, MIP reported an increase of 154 percent in revenue over the year before.
Many firms possess specialized expertise that can easily be leveraged into added value.
For example, if someone within your organization is a wizard at strategic planning or marketing, you can differentiate yourself from the competition by making those skills available at no charge to your clients. Offering your company's expertise without a price is priceless and aids in creating partnerships in several ways. They include making your clients feel that you are truly interested in their success, and not only in making a sale. Although many firms give referrals, doing it right requires providing more than just names. If you take time to make it a personalized reference, it quickly becomes clear how true a business partner you are.