One of the biggest changes yours truly has had to adapt to is the near elimination of the face to face meetings. Meetings from sales calls or networking I was firmly entrenched in the grip and grin prospecting model. I don’t think that will ever return to the days of yore.

Fact is you need not be a crystal ball gazer to know who got you here is not going to get you there. Here is one week before Thanksgiving 2020 and we are still in this lock-down over the never-ending saga of Covid.

For the solo practice, these are indeed tough times. Small business is really taking the brunt of all the fall out from the many mandates and declarations.

If it was tough getting new business before today is even more challenging. Yet, so often the old mind-set of yesterday is all too prevalent.

"Just do great work."

That's the common wisdom of how to build a successful expert or service-based business. But it's definitely not that simple. Sorta the build it and they’ll come approach. Which is in fact no approach.

And whoever came up with that idea left out a big caveat: you also have to have the sales skills to sell your services. For some reason, the easiest maximum for professionals to forget is “nothing happens till a sale is made.

As the marketplace grows more crowded and noisy, establishing a competitive advantage should be your firm’s highest priority. But where do you begin? And is it even possible to differentiate your firm from a host of similar competitors?

If you can't sell your services, you won't be able to "do great work" in the first place, and clients who need your help won't get it.

In this podcast, I'll walk you through the 7 reasons why sales skills are so critical to selling your expertise.