marketing & sales

what to focus on instead.

by martin bissett
winning your first client

let’s take a look at the last 16 years of my experience and my research as to where new clients come from in an accounting practice. i don’t think there are going to be too many shocks here.

more:don’t think of it as selling|success in business comes second|business won’t come to you|forged in fire: the pains of leadership|a lesson in customer service and reputation|prioritize your prospects
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what i’ve found is that 82 percent of all new clients in a given year who come into an accounting firm come in from a referral source. this may be a bank or a lawyer or some other source, perhaps an existing client, who has recommended that a particular business meet with your firm and come on board as a client.
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start treating it like a service.

by martin bissett
winning your first client

being a successful person according to your own measurement of that, and your own goals and your own standards is different for everyone.

more:success in business comes second|eight questions to hold yourself accountable|win your first client: yourself|perception is reality, client version|10 questions for reconsidering your prices|a list is not a pipeline
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if you’re comfortable with yourself, it’s very likely that others will be too. if you understand the value that you offer (how you can improve a client’s situation to move them closer toward their personal and professional aspirations), you’re likely to be able to convey that value in front of a prospect.
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eight questions to make sure your personal life is in order.

by martin bissett
winning your first client

you know the identity of your first client, and if you buy into you, then there’s a good chance of potential clients being prepared to do so, too.

more:eight questions to hold yourself accountable|experts: what it takes to become partner|where is your next money coming from?|your website promises. do you deliver?|five reasons firms don’t thrive
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this is what we must remember about the purchasing of professional services such as accounting. if your prospective client is a grade a or b style opportunity for your firm, then they are not buying the services you provide per se. the services are the vehicles of delivery; the means to the end.
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as the client changes, so must the accountant.

by bruce marcus
professional services marketing 3.0

editor’s note: 卡塔尔世界杯常规比赛时间 was privileged to have a long relationship with bruce w. marcus, who was ahead of his time in his thinking and practice in marketing for accounting. we are publishing some of the late expert’s evergreen work, which retains wisdom for the present.

the emerging relationship between professional and client, and between the marketers and the professionals, is further complicated by the changing nature of the professions themselves, in which several phenomena are redefining the nature of the professions.

more:what your marketing program can and can’t do|have you planned how to service your new revenue?|why is change so hard for firms?|why value pricing works|why competition matters most
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in planning for both a firm and its marketing program, there are three factors that should be understood.
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