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Persuading reluctant clients.

Expanding a practice involves selling additional services to existing clients or convincing prospective clients to change professionals. Clients frequently have reservations about the costs and benefits of making a change. It's sometimes difficult to know how to respond to client concerns. Here's a three-sentence reply that's a good way to get started:

1. "I understand how you feel...." This acknowledges the client's worries and offers reassurance they'll be considered.

2. "...Many of my clients felt that way...." This tells clients they're not alone in their concerns and that the CPA has experience in dealing with such feelings.

3. "...until they found...." This is the CPA's opening to explain the benefits other clients have gained from making the change the CPA is suggesting. Instead of arguing against the client's doubts, the practitioner is now describing his or her services as the reason other clients have dropped their reservations.

August J. Aquila is senior vice-president at Practice Development Institute, 401 North Michigan Avenue, Chicago, Illinois 60611-4240.
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Copyright 1992, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

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Title Annotation:Marketing Clinic
Author:Aquila, August J.
Publication:Journal of Accountancy
Article Type:Column
Date:Jan 1, 1992
Previous Article:How practice philosophy affects a firm's finances.
Next Article:Auditor not responsible for client's 'deepening insolvency.' (Brief Article)

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