By: Chris Hayden, Partner, Canon Capital

 

In 2001, I became a partner at Canon Capital Management Group and worked in the CPA division, specializing in small/medium sized businesses. I achieved partnership because I was technically strong in accounting and tax issues, had a solid background in business management, and had good communication skills (i.e., I was good at explaining financial and business issues in ways that business owners could understand and apply). By 2005, I had the highest annual billings in the CPA division, as I was fortunate to have many loyal business clients.

 

However, as I looked at our firm’s needs and my personal situation, I realized my biggest challenge was to grow my client base. (Many people don’t think CPAs need to be salespeople, but times are changing.) Around this time, I met one of the coaches from The Training Center at a networking event. After an initial consultation, I recognized that The Training Center offered the tools, the systems, and the training I needed to be more successful in selling situations.

 

Over the past year, I’ve been growing more comfortable in selling situations. One of the key concepts I’ve learned is to identify the prospect’s style and adapt my communication style to theirs. The idea that my focus should be on making the prospect feel comfortable (rather than making me feel comfortable) really hit home with me. Another key concept has been to identify the prospect’s ‘PAIN’ (the strongest buying motivation for clients) by asking then advanced questions & digging deeper. I have also discovered that I should be HELPING prospects make decisions.

 

I get so much out of regularly attending The Training Center’s ‘Open Forums’, Workshops, Classes & Seminars and hearing how the trainers, coaches, and other professionals apply the The Training Center’s Selling System to real world situations. I also have appreciated the one-on-one coaching with my trusted advisor from The Training Center regarding specific situations I’m facing. I have found their assistance in setting up my ‘Cookbook’_(Recipe For Success) with goals, and then monitoring behavior and results, particularly helpful. In my situation, where I don’t have a lot of sales accountability at my office, having my coach follow-up with me and challenge me has been invaluable.

 

The benefits for me have extended beyond just dealing with prospects. I find myself applying these principles in my communications with existing clients and fellow employees, as well. (And sometimes even at home!)

In closing, while I’m certainly a “work-in-process”, I’ve benefited greatly from my membership with The Training Center. My billings are up significantly, I’m having better conversations with clients than I’ve ever had, and my communication skills have improved. Needless to say, when my membership came up for renewal in the spring, it was a very easy decision for me to renew my membership. I’m looking forward to another year of growth and improvement!

 

Canon Capital Management Group, LLC consists of 3 divisions – CPA, Wealth Management, & Computer Solutions – and provides integrated financial and business services to businesses and individuals. In the CPA division, we help business owners who are unhappy with the financial & business advice they’re getting – or not getting – from their CPAs. For more information, please call Chris Hayden at 215-723-4881 or visit www.canoncapital.com.

 

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