Advice on process optimisation and digitalisation is becoming increasingly important for tax practices. However, before they embark on such projects with their clients, they first need to win them over. How tax practices can help their clients understand the digitalisation project is explained by Wolfgang Steffen in the e-learning courses on facilitation and sales.
Wolfgang Steffen is a trainer and managing director of Hamburger Trainingsinstitut GmbH. He is an experienced sales trainer and sales specialist and runs his training institute „out of passion and for fun“, as he explained last Friday during the „hsp live at 11“ chat with Paul Liese.
In the Further training to become a digitalisation consultant Wolfgang Steffen is taking charge of the e-learning modules on facilitation training and sales. Whilst he brings a wealth of experience to online training, e-learning is a new field for this long-standing trainer: Speaking into the void and having no interaction with the audience was a challenge for Wolfgang Steffen. However, this sales and presentation specialist is always keen to take on new challenges and has thrown himself into this task with great joy and enthusiasm.
The training programme to become a digitalisation consultant is by no means purely theoretical e-learning without any interaction. The hsp Academy The programme is structured as blended learning – that is, a combination of online teaching and face-to-face interaction. On the one hand, there are e-learning modules led by experts such as Wolfgang Steffen; on the other, regular live calls take place between the trainee digitalisation consultants and the lecturers. These calls focus explicitly on discussion; participants can provide feedback on the modules and ask questions relating to digitalisation consultancy. The experts support the new digitalisation consultants right through to their first projects and are on hand to assist them.
Tax firms need to learn how to sell
Before tax firms can get started with digitalisation consultancy and process optimisation, they first need to conduct a sales pitch. And this is precisely where the problem lies: „Firms find it difficult to sell something,“ says Wolfgang Steffen. As a rule, it is clients who approach the firms, not the other way round. Many tax firms often have to learn how to sell – that is, how to convince clients of the value of the project. This is where e-learning on sales comes in. „But you don’t have to be a sales professional; you just have to want to do it and remain authentic,“ reassures the experienced trainer. Tax advisers must learn to actively approach their clients and convince them of the value of their process consultancy services. The added value must be clearly highlighted. „If I don’t let my clients know what I’m capable of, how are they supposed to know that such a service even exists or that I can provide it?“ clarifies Wolfgang Steffen. „Then I’m depriving both myself and my clients of an opportunity.“
Sales work is therefore about persuasion; the benefits of the product – in this case, process and digitalisation consultancy – must be highlighted. For tax firms, this is often the biggest hurdle, but also the greatest lever they can use to engage with their clients: after all, who knows the company better than the tax firm?
Wolfgang Steffen knows that if you manage to clearly explain the benefits of process consultancy and optimisation, the discussion about price often becomes irrelevant: „I’ve never once found myself discussing the price. Clients usually ask when they can get started, not how much it will cost.“
The right questioning techniques and active listening
The right way of conducting a conversation is also important for sales talks. The ‘Facilitation Training’ module therefore goes hand in hand with the ‘Sales’ e-learning module. Conversational situations have been made more difficult by the coronavirus crisis; meetings now generally take place online rather than in person.
But whether digital or not: the sales pitch – and the subsequent discussions that build on it – must be well-structured and focused on a specific goal. The right questioning technique is crucial here, explains Wolfgang Steffen: „As long as I still have a question, the conversation continues.“
Active listening also plays a key role in success, as it helps to prevent misunderstandings. „It’s important to acknowledge what I’ve understood,“ says the trainer. This applies to both the content and the emotions involved. „That gives me the opportunity to set the record straight.“
Helping to shape change in the industry
According to Wolfgang Steffen, the great benefit for tax practice firms lies in actively helping to shape this change. After all, digitalisation and automation will also transform work processes within these firms: „I cannot imagine that the same staff will still be working in these firms in the near future as do today. I believe we’ll also need a completely different sort of people,“ says the experienced sales trainer.
The hsp Academy’s training programme is designed precisely to help you develop your skills in this area right now and keep up with the latest developments.
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