Sharpening sales strategy: A practical framework for professional services firms
David Lewis
by David Lewis
Professional services firms are built on their technical expertise, but how many of us apply the same professional rigour to growing our practices? At the GGI World Conference in Lisbon, I shared the following four-step sales cycle to help firms assess the effectiveness of their sales strategy.
To explore each stage in more detail, read the full framework here.
There are four key questions to ask yourself to grow with more focus and intent:
1. Are we consistently telling the right story?It’s easy to assume your team knows how to explain what you do and who you help. But if messaging is inconsistent or unclear, potential clients won’t know why they should choose you. At USTAXFS, we’ve worked hard to align our positioning to ensure everyone shares the same compelling story and can explain our strengths - a deep understanding of international US tax issues in a European context, being in the same time zone as European clients, and attractive rates vs the big four and large US law firms.
2. Where do our best leads really come from?Referral networks, events, SEO, outreach - most firms do a mix. But how well are you tracking what works? E.g. through our CRM and evaluating key activity ROI, we know it’s most fruitful to partner with law firms, IFAs, accountants and wealth managers for our private client work, while actively targeting PE and VC firms for our corporate services.
3. Do we convert prospects through credibility and connection?First impressions are important, and winning work isn't about “selling” - it’s about building credibility through asking quality questions, showing genuine understanding, and tailoring your pitch.
For continual improvement, how do you assess your strengths and weaknesses across the bid process? We always ask for feedback - win or lose.
4. Are we nurturing the clients we already have?Your existing clients are your biggest opportunity. Data shows clients with multiple services are more loyal, more profitable, and more likely to refer. We use client satisfaction surveys, client portfolio analysis and “white space” analysis to identify growth opportunities.
Final thought
Improving sales performance doesn’t require radical change, but it does require focus. By stepping back to assess your firm’s strengths and weaknesses across the sales cycle, you can find small, powerful shifts that drive results.
Read the full framework here.
The firms that grow consistently are those that treat sales as a strategic priority, not a reactive activity.
GGI member firmUSTAXFSLondon, UK, Zurich & Geneva, SwitzerlandT: +44 20 7357 8220Advisory, Tax
David Lewis is Corporate Development Director at USTAXFS, the largest boutique tax accounting firm in the UK and Europe, specialising in US and US/UK tax. With offices in London, Zurich and Geneva, USTAXFS provides expert advice, planning and compliance for individuals, funds, trusts and corporations affected by the US tax system.
David is always happy to connect with fellow GGI members to share ideas and approaches. Contact David.
