Practical Ideas for Growth Podcast

00:00:38 TY HENDRICKSON:

I'm so glad and I'm. So excited to have you here to talk about your unique perspective on selling. You know it takes it takes a village right to. Grow a farm. It's not done by one person, it's not done by a rainmaker. There's a lot that goes in the client acquisition, and knowing that you. You know, started in this marketing role in the firm. You got a different background, which I'll let you tell in a second and then moving into this all-encompassing revenue driver growth role in the firm. From you know it's going to be interesting to hear your perspective on what selling means to you and how you guys handle growth in, in your firm. But before we do that, I'm going to start with $1,000,000 question and I want to know what is or was your greatest fear when. It comes to selling.

00:01:29 Gabe Tevrizian

Ohh, I love that question. You know really my biggest fear was fear itself. It was sort of the fear of unknown. I feel like I lack the emotional maturity to. Be able to cope. With the feeling of letting yourself feel, and by that I mean feeling vulnerable, rejected, inadequate or. Or like, I couldn't control the outcome. And when you? Can't control the. What comes to mind is that if I can't produce or demonstrate some level of mastery then. My reputation would be, you know. Sort of damaged, if you will, permanently, so that fear was just early on was one of the. Things that really hit me hard. That that I had to work at it.

00:02:13 TY HENDRICKSON:

It you hear that a lot with selling right, it's the highs and lows and being able to manage that and selling is like the one thing that you can't control, right in accounting we know if we get the data in we can produce you know the tax return, the audit whatever we need to do, we can control it. You can't control whether or not somebody buys from you truthfully, right? You can give them all the resources. All the tools. Understand their needs and everything, but ultimately it's their decision. So I totally get that I totally get. That that fear of, you know, being out of your control. So tell me a little bit about you kind of talked about, you know this was you lack the emotional maturity when you were young for this. So how did you? Get started and and. Where are you today?

00:02:57 Gabe Tevrizian

Gosh, you know. I don't want. To you know, we would need about two or three hours to cover my my career, but I've been at it for, for. Quite a few decades. Really I I started in the you know, agency ad agency setting at, oh, you'll be many, many years ago. And then I you know I moved into. Professional services in the essentially early 90s in legal marketing and that is really. The very first time where I I faced being, you know, sort of playing a role of marketing and BD of course at that time labels and titles meant something completely different than. What what it is today? But, but the reality is that I've. Been in professional service for. For over 2 decades before that, like I said, agency. Getting and like I always say, you know the the most terrifying moment I remember was in the agency setting where, you know, selling that campaign to a client can be just as our client and trying to sell you know, a deal, an engagement, an audit, a tax return or whatever it is to a client and professional services. You know, you know in in many ways, I feel like it's been an evolution of me getting to know myself a. Little bit better really understanding that at the end of the day I I didn't really fully grasp the concept of what BD was early on and it took some time to really get there and to understand that I actually enjoy it more than I realized.

00:04:29 TY HENDRICKSON:

I love it. I don't know how many people I hear say that they realized that BD was their passion. You know, coming from from this side of it. So I think that's great. And now tell me a little bit more about, you know your role now and what you're headed into kind of that transition.

00:04:46 Gabe Tevrizian

So after I left legal marketing, I joined our EDW in 2010 and you know it was essentially a director of marketing role, which is what I've been, the role I've been planned since then. But it's been as it was before. You know, my sort of natural gravitation toward toward BD has always been a part of. Of my role, even though formally, is not really structure or my comp is not structure the way you would probably have it with traditional more traditional sales role. You know, over the years I've realized that you know what we're lacking is the integration between margin and sales, something I'm not saying anything new, but it is the reality. And I think that the firm could benefit from a fully integrated especially nowadays the last 5-10 years. But we're seeing this sort of journey journey. I mean completely disrupted by by digital disruptions and how we communicate and, you know, add to that the pandemic and and we. Are in a completely different. World the the journey that I've been on for the last, say, three years is trying to build a sort of more, you know, marketing and sales, more comprehensive department that really ends, owns end to end process from when we go to market all the way until we are close to selling. You know, or closing a a new a new. Engagement. So you. Know that's really kind of what I've been up to over the last two or three years. You know, I'm I will be in theory assuming a new role at the end of the year, beginning of next and you know again combining what I think would be. A good solution? For the firm and for the clients and for the market, I think is just having that you know consistency in the way we deliver experience, which I believe sales is an experience that you're providing.

00:06:38 TY HENDRICKSON:

I love it. So now that you have the emotional maturity to to handle selling and you're moving into this bigger picture role with with big growth goals, what are you, what's your fear now? Because I know fears evolve over time and I'm sure you've probably got a new one moving into this role.

00:06:56 Gabe Tevrizian

That's a great question, you know. Sometimes you have to. Say you know careful what you ask for because you may get it. And so here I am. I think you know the the the really delivering on every promise which is essentially conversations you have projections of outcomes defining success really allowing you to. To to present. A business model that I think is it makes sense, but now you have to prove it. So I think that fear is really that. Just making sure that I have the right players. In the right place and then. You know, making sure. And this is actually more for me personally is, you know, the idea of letting go, letting go of, you know, functions that. I was playing. Or that I shouldn't be playing and really be entirely devoted to to growth, but meaningful growth, intentional growth with the kind of growth that will really help accelerate growth. For for firms. In the in this, in this environment I. Think that's that's the. And so and sometimes, you know time management, you know people management is is just really a lot of balls that you need to, you know juggle with. And I think that. That could be my my next I I know. The anxiety is. Already creeping up, so I know it's gonna be. It's gonna be there before. Before I realize.

00:08:15 TY HENDRICKSON:

Sorry, I did not mean to pile on. You know, with the with the stress and nervousness. But I think everybody can relate. You know when you move into something new, you know, can I make it happen? All that kind of stuff. And and it is, it's a big leap of faith. So I know you'll. Right. One of the things that I want to go back to though is you mentioned talking about making this a big picture client experience. All that you know, all-encompassing through this group that you're building. So what role do you think client service and the client experience? Actually plays in the sales process and selling.

00:08:55 Gabe Tevrizian

So I guess if I understand your question correctly, is you know how CX what, what is the role? Of CX in in the. Sales process, I mean there's.

00:09:04 TY HENDRICKSON:

Yeah, yeah, it will. New clients bring it. You know, this this growth initiative that you guys have.

00:09:10 Gabe Tevrizian

Yeah, you know, I I truly. Believe in this sort of new it's not new concept, but you know empathy based marketing, right? So I feel like we're becoming more and more obsessed with really understanding. The market and understanding people's needs and understanding that we're. Not just trying to sell, but we're trying. To present solutions in a. Very constructive way. It isn't about forcing anything. It isn't about selling anything hard. I think it is just a recognition that first and foremost, people are trying to. Build a relationship. With your brand. You know, and we do it nowadays all these. We I think that's where it starts. You know, building that trust and moving that along and then by the time sales gets involved, I think there's gotta be that sort of continuity of trust building and making sure that really we have the best interest of the prospect or client at heart. I mean that to me is essential and how. CX is truly at the core of the business of the core of our our the heart of. Our of our firm. In this case, you know we started. This CX journey right at the pandemic time when it just blew up and essentially we had a choice to make, you know, is this the right investment for us to to, to make and the? The reality was that when thought, you know more holistically about what else could be as meaningful and impactful, we believe that CX will permeate every aspect of the firm, not just marketing and sales, but also operationally and and and beyond.

00:10:46 TY HENDRICKSON:

I I love getting everybody's different perspective. Right? Because I I guarantee you if you had asked one of the partners I interviewed, you know earlier they would, this probably wasn't even. On their radar. Right. And and it is in a different way, right? So everybody's, everybody's looking at it from a different lens. But it's been interesting to hear the definition of selling from everyone, and a lot of it's been understanding their needs and helping. And and everything like that. So it's funny because they said the same thing, but never once use the word client experience. So I love the different angles of it and actually putting a name to it so so that plays such a huge role in this. And so I'd love to hear your definition of of selling or what it means to be successful. In selling too.

00:11:37 Gabe Tevrizian

Yeah, great question. And I think you know. The mind goes. Immediately to, you know, can you produce, you know, can you meet your, you know, your target, your sales target goal? And to me, well, of course that that is kind of the default way of thinking, but to me is it's actually. Bigger than that? I don't necessarily define success in in in that particular way. It is more about. Whether we have an impact, a meaningful impact through. The journey to me, it's. Really important that I'm thinking the long game I'm playing the long game in. Terms of what? How the market will respond to our brand, our brand promise and what we actually deliver at the end of the day. And so to me, it's really about creating that unique experience that clients will will love and will be much more forgiving because you know inevitably. We are going to make mistakes along the way and I think that, you know, building a stronger relationship from the outset, a relationship that can be true. The understanding that that's going to be really the the hallmark. Of this of this relationship. To me is far more important than really. Forcing or pushing? You know, you know revenue and and. Of course it. Feels great when you close the deal, but it's also nice. When the client really is, you know of, you know, sort of the affirmation of their decision. There's nothing more gratifying than than really getting that sense of, like, success that is sort of more Co created. As opposed to. Just a one way selling approach if that makes sense.

00:13:16 TY HENDRICKSON:

Ohh for sure. I somebody said the other day like the reason I do what I do is because clients say. You made a difference, right? You you listened. You made a difference. Helped me and and that's. I think what we all want to do. I think you might want to. Well, I shouldn't say that most people don't want to sit down and and do tax returns day in and day out. We all crave that client interaction. We wanna learn. We wanna learn about our clients. We want to provide value. So I I I think that's a big piece of it and I love that. You define it and you know how the clients feel, not necessarily the dollars that come in the door, right?

00:13:48 Gabe Tevrizian

And if I may. I think I you know one thing that we learned through the CX and This is why it's so tight to to sells. Is that what we? Discovered through research that. We did with clients and and even non clients is that. How trusted being? Built white clients trust us is you know, we we came up essentially with four demand profiles, one of which is we essentially clients come to us. Seeking relief relief from, you know, having to make hard decisions, relief from, you know, what keeps them up at night, that kind of thing. And so one thing that we're trying to do is really addressing those four demand profiles. And everything we do from a marketing perspective and now sales perspective, so that we are. Really well aligned. What clients are saying, what they're looking for. And so the. More you do that. Then I feel like it is. It's just a matter of addressing their top concerns in a genuine way. Than just, you know, meeting a quota.

00:14:50 TY HENDRICKSON:

I 100% and and the the end result which is even better is if you truly found what they need and you find their you know what gives them relief and what really is important to them when you've actually do present a price in front of them. They tend to be less price sensitive. So you know. It it makes a big difference all around too. So I you know, I love that so. Let me think. Let me ask you a little bit about, you know this team that you're building out, right and start to finish, how do you see the client acquisition process going now? Because I know you talk a lot about digital and building trust. Now, how do you envision clients coming into your firm?

00:15:35 Gabe Tevrizian

Yeah, great question. And I think a a big part of what, why I'm on this journey myself, I think I, I I I'm understanding. That the funnel has. Completely changed in terms of ownership, right? So we used to be marketing created sort. Of the the general brand awareness. Part you know the top of. The funnel and really moving it down to. The central portion and and sort of the bottom, which is it was owned by by cells. If you look at the new funnel funnel nowadays is is more. That has changed completely. Marketing owns almost 7080% of it. So what that tells me is that we are actually interacting with with we. When I say we the marketing team, the marketing function is interacting with prospects and clients almost just to the very end. And so to me that is. You know that that is, it requires a skill to understand that that progression now. And then sort of. The sort of the taking over. Of that, you know that that moment. Is that every interaction with the brand? Will matter will matter. And what I'm what I'm sensing is that, you know, sales need to be fully integrated and fully understanding that this journey journey has to be Co created between marketing and sales. I think that's what I'm seeing and the more we actually align marketing and sales together and ultimately SMEs at at closing, that would be you. Know that that to me. Is the ideal journey that I'm trying to create. From a CX perspective.

00:17:08 TY HENDRICKSON:

Yeah, and I. I 100% agree with that. I mean it it's you see so much more now where there's all kinds of information available on the Internet and and everything else and. You know, people can research you, they can check your website and people even can find connections online. And there's so many people that now. Before they even reach out, I'll say, hey, I I saw that, you know this person. What do you know about them? Should I call them, right? So you're totally right. There's so much of the buyers journey that happens before they might ever talk to. You that this whole process has kind of changed and it's interesting because for years and years and years, referrals were the number one way to bring in business into accounting firms and it still plays a big role. It's a trust based business, right? There's there's a lot that that plays into now, but there's so much more information that people have. To that they can find people that are specialized. They can do a little bit of research on their own, necessarily before asking someone you know if they know somebody. So I agree with you, it's completely changed and the the team approach is is definitely the best way to to accomplish this these days.

00:18:23 Gabe Tevrizian

Yeah, I mean if. You think about also, you know like virtual selling is really what it's. Almost expected nowadays. Right. So that even even that we need to. Be much better at making sure that we address. Terms virtually, you know it is, it is really different. You know this is you know when you're in person, you know. You I think. Most people have a a greater capacity to influence when you're face to face is really in person. So now the challenge is how do we? Do that, how do we turn digital experiences? More human, right? So that you can connect more meaningfully and then virtual selling is. Really an extension of what marketing is doing, so really it's all coming together whether we want to admit it or not. So I think that. There's, you know, instead of looking at the challenge, I think we need to look at it as a great. Opportunity for for. You know, really learning. A skill set that you know previously. Wasn't even a part of the conversation.

00:19:17 TY HENDRICKSON:

And when you're one of the first ones to to the finish line on that race, that's a good place to be. So I know you guys are ahead of the curve on that. OK. So that's that's. Well, it has been. We've had a great conversation. I can't believe this time has gone by so quickly. I always love talking to you. We always talk forever, so I appreciate it. But I do want to ask the final question. I kind of. Bring it back to to. How we can embrace selling and how we can do this better and and get excited about it? So you know what is the one thing that you wish someone would have told you when you started or? Maybe they did and you just didn't listen. But what's that one thing that you wish you would have known? Getting started in selling in the accounting industry?

00:20:01 Gabe Tevrizian

I think this is this isn't limited to accounting, but I think that you know that selling isn't actually about selling anything, you know, certainly not selling yourself anytime I think about that they they need to sell something. I personally. Kind of freeze, so selling is about, you know, everything that, you know many of I mean I know you died, you know you've done this. For a long time. So you know this. But hard, but I think selling is about truly listening. It is about being curious. It is about being candid at times. It is about wanting to help others in a genuine, intentional way when there's that sense of really, you know, you, you begin to be more human and less, you know, robotic in your approach to self. And then then things do happen much more naturally. And so if I had I known if someone told me that early on, just relax, be yourself. You're not selling anything. I think it would have been really. A much more an easier you know process for. Me to kind of. Get into this. In this business.

00:21:06 TY HENDRICKSON:

I think that is excellent advice. I don't think anyone can hear that enough, right? Just be yourself, have conversations and listen. That is the number one skill so well, I really appreciate it. I am so excited to see where you go on this journey and I'm excited to follow you along and just see where you go. For joining me today, I really appreciate it, Gabe.

00:21:30 Gabe Tevrizian

Thanks for the opportunity. I always love talking to you, Ty.