Exploring the importance of personal selling skills to practicing accountants in regional SMEs in North-West, NSW, Australia

Abstract

The use of personal selling activities in accounting firms has not been extensively researched. This research explores the knowledge of, experiences with and importance of personal selling techniques employed by practicing accountants in SME's in regional North-West NSW Australia. 19 face-to-face interviews were conducted with practicing accountants in Armidale and Tamworth, NSW. The findings show that accountants believe they do engage in practices that could be likened to personal selling but they prefer not to use the term 'selling'. They also believe that training in personal selling techniques could benefit their firm and the accounting industry. The research also revealed a barrier to the full use of the skills in many accounting practices because even though many of the respondents expressed a willingness to develop their personal selling skills only the senior accountants had the close access to clients that would allow such skills to assist the business.