Do you know what you are selling?

by mike tombs
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We hope that you know what you are selling: watches, cars, hedge cutters…we hope that your accountant knows what you are selling also. But do they? You aren’t selling watches, you are stopping people being late. You aren’t selling cars, you are helping people get from A to B. You aren’t selling hedge cutters, you are tidying people’s gardens.

For example, you own and run a bakery. You believe your business is selling bread, cakes, pastries and pies. Of course, people love bread, cakes, pastries and pies, so they’ll buy them. Right? Wrong.

Lots of bakeries go bust. Why? Because some people (and their accountants) don’t understand that your bakery (and every other business, big or small, for that matter) is in the business of selling SOLUTIONS. That is, your customers are buying from you because your products or services solve a problem or concern they have. A concern could be a mother’s desire to ensure her children eat the most nutritious sandwiches at lunchtime. A problem could be a Mum’s need to stick within a budget. Another concern could be the common belief that most nutritious bread tastes like cardboard.

Understanding these problems and concerns will enable you to immediately morph your bakery into one selling nutritious, tasty bread at a great price; a business much more appealing to a broader customer base. And hopefully, increased sales will follow.

Instead of uninspiring, product-driven signs like “Buy your bread here” or “Bread, Cakes, Pastries, Pies” (signs we all see every day), your “new” business could solve problems and concerns by promoting:

“Mum, we make the most nutritious bread for your kids’ sandwiches!”

“Make the world’s best sandwiches with the world’s best bread – ours!”

“Our bread is nutritious and tasty. Come in for a free tasting!”


The problem comes if your accountant doesn’t understand this. If they are only concentrating on the figures, not on the business as a whole. You don’t want an accountant who tells you at the end of the year that you haven’t made enough money, you want an accountant who will work with you through the year, so that you do make enough money. At TLA services we understand that business is about more than the bottom line. With our Build Your Business Better program we help our clients to grow their business and work with them to develop and improve what they have and turn it into something brilliant. If you want an accountant who understands that business is about more than a spreadsheet, call us today on 01905 21411

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