Selling Fuzz

Imagine you see a shirt on a rack that you really like.

You think, “I hope this fits! Is it my size?”

You look at the tag, and instead of saying Medium, or Large, it reads:
“I don’t know”
or
“It depends”
or
“Maybe.”
.
.
.
.
.

Would you buy it?
.
.
.

If the price was low enough, and your guesstimating powers were decent you might. Otherwise, probably not.
.
.
.

When I ask CPAs about what results are possible for their clients, common answers include:
“I don’t know”
or
“It depends”
or
“Maybe.”

…

When the results you are selling are fuzzy, your prospect will either want the price to be lower in order to buy, or they will not buy at all.

Not being a CPA themselves, it is likely that their powers to guesstimate results is non-existent.

 
…
 
How do we address this problem of reasonably-predictable results?
 
When you work with the same kinds of business owners again and again, it becomes much easier to predict a range of reasonable results your prospects can expect. 
 
It might sound like, “When I have worked with other clients in similar situations, with similar businesses, the results they’ve gotten have ranged from X to Y.”
 
When you can predict a reasonable range of results and reliably produce those results, suddenly selling gets easier. 
 
A shirt whose size is “I don’t know” is tough to sell.
 
…
 
It helps to pick a niche.

When you pick a niche, it gets easier to get results within a consistent range.
 
When you can see the range of consistent results, you can show those to your buyer.
 
When your buyer sees a range of results they may be able to achieve, they increase their confidence that they are making a wise purchase. 
 
When your buyer is more confident that he is making a wise purchase, he will buy from you faster, and at higher prices. 
 
…
 
If you like higher prices, pick a niche.