Changing Your Business Development Culture from Selling to Helping

For decades, the accounting profession has equated business development with selling. That mindset has created discomfort for many and discouraged some of our best and brightest from advancing in their careers. Marketers, as change agents in their firms, can help develop a new paradigm – one that focuses on helping rather than selling.

With the fast-approaching retirement of many of our best rainmakers, the time is now to make business development a team sport. Presenter Sam Allred, director at Upstream Academy, has consulted with hundreds of accounting firms. He will share his experience helping firms develop a firmwide approach to business development in an environment of decreasing client loyalty and increasing competition.

While most people would rather help than sell, how can you make it happen at your firm? How should firm professionals approach their clients? Hint: Clients seldom walk away from exceptional service that helps their businesses succeed. Sam welcomes questions and will provide concise guidance for achieving your goals.