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“It’s so much easier to suggest solutions when you don’t know too much about the problem.”
— Malcolm Forbes

The first step in signing up a prospect is to find their pain, and propose a way to take that pain away. Have you ever heard the term “If it bleeds it reads”? Why do you think bad news dominates the airwaves, internet and print publications? It has to do with human psychology and how we get people’s attention. We make decisions based on emotions, not on logic. It’s always been that way. Today, for business owners to simply “know, like and trust you” to hire you is not as simple as it once was.

People usually don’t do anything unless there is some kind of problem resulting in pain. The problems that the bookkeepers solve are many. Somebody started a new business, or want to start one, they have payroll and don’t know what they are suppose to do, they know their books are out of whack and they need help, they have fallen behind and want to catch up, etc… The number one problem they all have is- they don’t know what they don’t know.  
They don’t know because there has been no pain in that area yet, or not enough pain. Many times they know they have a problem and don’t want to face it, denying they have it or hoping it will go away. Many times the simple fact of the matter is that to them, giving out their financial information is like opening their closet to a complete stranger. Who wants that? Having them admit their pain to you makes them feel vulnerable. Understand their pain. Put yourself in their shoes and gently let them know that you know exactly how they feel.

“A problem is a chance for you to do your best.”  
— Duke Ellington
One of your biggest challenges is getting your message out there. You have to let it be known:

Who you are
You’re likable and reliable
You’re approachable
You’re trustworthy
You can solve their problem(s).

Not only that you can solve their problem, but also you can get on it right away, you can do it quickly and you can make sure it never happens again. Here is the basic formula:


Find the pain, suggest a process and make your promise. It’s a very simple formula and it works, because it’s the way humans make decisions.   

“You don’t drown by falling in the water; you drown by staying there.”
   — Edwin Louis Cole