Hey {{first_name | there}},
You know how some leads have these massive problems you identify for them that are costing them tens of thousands of dollars every year, but they still have no sense of urgency to move forward with you and get these problems solved?
Let me show you what I’ve learned about creating urgency for the prospect to move forward.
I’ve spent hundreds of thousands of dollars on ads for accounting firms around the US, and I’ve learned that people buy accounting services for just two reasons.
Reason 1: Fear and insecurity.
This buyer is scared. Scared of leaving money on the table. Scared of getting audited. Scared of doing something wrong with their LLC, their entity structure, their depreciation schedule. They want safety.
When this buyer gets on a sales call with you, they're not asking "what's the ROI." They're asking "will this make the scary thing go away?" Their willingness to pay is high because the cost of being wrong feels enormous.
Reason 2: Pride and ego.
This buyer is calculating. They want to optimize. They want to feel smart about their financial moves. When they get on a sales call, they're asking "what's the ROI?" And they want you to show them the math.
This buyer has a totally different sales conversation. They want proof. They want case studies. They want to know exactly what they're going to save and exactly how. You can't soft-sell them on emotion. They'll see right through it.
The mistake most accounting firms make is treating both buyers the same.
→ If you talk fear-based to a pride buyer, they think you're amateur and don't understand them. They're not impressed by emotion; they're impressed by rigor.
→ If you talk ROI math to a fear buyer, you'll lose them because they don't actually want to do the math. They want you to handle it. Showing them spreadsheets makes them more anxious, not less.
The same offer at the same price closes both buyers, but only if you adapt the conversation.
For fear buyers, you talk about peace of mind, sleeping at night, knowing it's handled, being in safe hands.
For pride buyers, you walk through the math, show specific case studies, prove ROI on past clients, get specific about expected outcomes.
Day 2 of our Summer Scaling Strategy workshop next week is all about offer architecture and high-ticket sales. The framework for converting both buyer types without sounding like a different person depending on who's on the call.
Would love to see you there!
- Peter
P.S. We also have a VIP ticket option where you’ll get the opportunity to have a hot seat with us so we can help solve your #1 constraint right there in the VIP session.