Client Mixology

Throughout my working career, I’m guessing I’ve read roughly 20 books on making effective presentations and probably 10 more on how to hone one’s marketing and sales strategies.

And to be fair, I’ve retained bits and pieces of most of them, and to some degree have been able to accurately gauge their effectiveness – i.e. comparing the quality my current speaking engagements to those of say even 10 years ago.

But for those practitioners seeking a Cliff Notes’ version on how to win new clients, I’ll offer up an unusual suggestion – take the time to observe a good bartender.

And no, the above is not a misprint.

I’m not talking about those barkeeps manning the taps at a shot and draught type of place, but rather one plying his or her craft at a higher-end establishment, preferably one with a dress code that bans such roughneck staples as Harley Davidson T-shirts and wallet chains.

And notice their approach for both regulars and newcomers. 

More often than not, a regulars’ favorite libation will be waiting without having to be asked or else, served shortly after they’re seated.  

But since a bartender’s tips depend on the size of the check, watch how they subliminally upsell first timers, particularly if they’re asked for suggestions. A simple vodka tonic will somehow alchemize into a Grey Goose and tonic, ditto for a well bourbon and soda that suddenly elevates to Maker’s Mark or to platinum brands like Pappy Van Winkle.

But perhaps more importantly, the good ones also know how to listen.

There’s an old adage that people will reveal to bartenders what they never would to their doctors. And like all wives tales, there’s a bit of truth to that. The problem with many CPA firms attempting to woo new business is that they spend an inordinate amount of time bloviating about the qualities of their firm in lieu of actually asking the client what they want.

When was the last time you heard a bartender boast to a customer about the size of their drink repertoire?

Probably not very often.

Instead, a true professional will ask them what they want and if they’re undecided will likely offer some subtle suggestions. He or she will be engaged in what the customer is saying instead of the other way around.

So as we head down the back stretch of tax season, now might be time to bone up on what I refer to as “client mixology,” by doing a bit of unorthodox field study. Besides, with the Final Four now in full swing, it’s not an unpleasant way to learn on the job.