marketing & sales

my ‘brand’ is the exciting history of accounting

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smiling businesswoman talking on camerawhat feels right to you?

by ed mendlowitz
call me before you do anything: the art of accounting

in 1998 i read that andersen consulting would be spending $100 million to brand their company. this seemed unusual for a few reasons.

more: be an accountant, not a salesperson for other things | 10 reasons for my success | when the kids don’t want to take over | staff may surprise you with leadership | problem clients | when pushing the pencil pays off | when to say no to pro bono work
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

1. they were in heated litigation with arthur andersen to leave the accounting firm and set up an independent company.
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does your firm recognize all its skills?

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silhouettes of three business partners talking against a window in an officemaybe you have more to offer.

by marc rosenberg
the rosenberg practice management library

true story: i was leading a meeting of a seven-partner, third-generation cpa firm. their revenues were stagnant and their profits disappointing. one hundred percent of their revenues were audit, accounting and tax. thirty percent of their business clients were in oil and gas.

more: protect and grow existing clients | the 4 marketing disciplines | 15 powerful niche marketing practices | 19 takeaways from the history of cpa firm practice development | why you have to kill the old paradigms | are you ready for the great disruption?
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

we started discussing ways to increase revenue. the dialogue went something like this:

rosenberg: i notice that your firm is 100 percent compliance, no consulting. aren’t there some consulting opportunities there?
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do you know your opportunity number?

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hands using a calculatordetermine whether that new project or client makes sense for you.

by sandi leyva, cpa

each of us has 24 hours in one day. most of us have annual revenue goals. a few of us have monthly, weekly, daily or even hourly revenue goals.

more on small-firm growth strategies: 7 tips to boost your firm’s performance in 2020 | 5 mistakes to avoid when seeking new clients | beyond referrals: getting new clients | blow your own horn already! | keep more of your busy season earnings | how a spreadsheet can help stop leaks
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

hopefully you know what your revenue goal is. (if not, you should!) if you don’t pull in that level of revenue for the week or month, then you’ve missed your plan.
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5 mistakes to avoid when seeking new clients

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are you holding yourself back?

by sandi leyva, cpa

as an accounting professional, you’re likely very talented at delivering the service you offer your clients. but when it comes to marketing and selling yourself, many of you didn’t voluntarily sign up for that part.

more on small-firm growth strategies: survey quantifies link between online reviews, revenue | major search algorithm change could affect your rankings | is your client newsletter stuck in the 1990s? | outsource or in-house? how does your marketing get done? | making content marketing part of your growth strategy | do you know your cac number? | beyond referrals: getting new clients
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

many of you are resisting (kicking and screaming) marketing yourself. if that’s you, that could be why your business is slow or not growing at the rate you’d like it to.
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protect and grow existing clients

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blue pencil on survey formhow your net promoter score can help you focus.

by marc rosenberg
the rosenberg practice management library

we’ve discussed how there are four disciplines of cpa firm practice development. here is how firms commonly spend their time on each discipline, or marketing activity:

  • discipline 1, grow and protect existing clients: 50%
  • discipline 2, develop and nurture referral sources: 30%
  • discipline 3, prospect to attract new clients: 15%
  • discipline 4, perform support activities: 5%

more: the 4 marketing disciplines | 15 powerful niche marketing practices | 19 takeaways from the history of cpa firm practice development | why you have to kill the old paradigms | are you ready for the great disruption?
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

let’s start by focusing on discipline 1, growing your existing clients.
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