Gale Crosley, of Crosley+Co. (www.crosleycompany.com), points out that selling is not a one-time event, but rather a series of steps. What is the next step after meeting with a CFO? It’s not to return with a proposal. Here are some possible next steps:

• Arrange a follow-up meeting to discuss issues that were brought up in the first meeting.
• Write a note suggesting an approach, but not a solution, to an issue that arose in the first meeting.
• Send an article, a memo describing a project similar to what you discussed, a reference to a client, etc.
• Make a call to set up a next meeting to continue discussions.
• Make a call to schedule a meeting to which you bring colleagues who will reinforce the firm’s standing.

Which of the above is appropriate will become apparent during the first meeting. Look for clues from the prospect to determine whether you are moving at the right pace. Before a next meeting ask the prospect if anything has changed such as budgets, personnel, priorities, etc.

The prospect will buy your service when he or she is ready, not when you are ready.

From Accounting Today, August 21, 2006, SourceMedia Inc., One State Street Plaza, 27th Floor, New York, NY 10004. For the complete article, click on the following link: http://www.webcpa.com/article.cfm?articleid=21535&;pg=acctoday.