marketing & sales

combining new sales with upsells is a more reliable strategy.

by ty hendrickson, cpa

“grow your practice without having to add any new clients!”

i seriously gasped when i saw this headline recently. i thought to myself, “really? what kind of advice is this?!” i had to read this story to find out just what the author was suggesting and how this could be a good long-term strategy for anyone.

more: the real problems created in a remote workforce |  can you really grow without adding clients? | 4 reasons to welcome rejection |

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as i read through the article, i was secretly hoping to learn some magic bullet or new idea that would make growth easier on so many people who do not like sales. however, as i continued to read, i became more and more anxious about the strategy that was suggested.
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how to deploy them as a framework for cpa firm practice development.

by marc rosenberg
the rosenberg practice management library

all marketing activities fall into one of four categories:

1. protect and grow revenue from existing clients.
2. identify and nurture referral sources.
3. focus on a well-defined group of prospects; get new clients.
4. support activities that complement those above.

we call these the four disciplines. auditors follow certain steps of a predetermined program to perform an audit. it takes discipline to stay the course and execute the audit process.

more: 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?
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marketing is no different. it requires discipline to engage in all four categories, execute the action steps continuously and avoid taking shortcuts or skipping steps altogether.
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how specializing makes marketing easier.

by marc rosenberg
the rosenberg practice management library

our profession loves to use certain terms interchangeably without fully realizing the important distinctions among them.

more: 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?
exclusively for pro members. log in here or 2022世界杯足球排名 today.

let’s clarify the terms specialization, niche, and niche marketing.

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