marketing & sales

track your online reputation

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businessman using internet on smartphone and laptopwhat do people see when they search your name?

by sandi leyva

one thing you will want to track is your online reputation. this is a little different from online marketing.

more: the abcs of getting started with advisory services | build reputation through credentials, testimonials | use feedback for service innovation
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

what do users see when they google your name? does your website come up, or is it a person with the same name as yours whom clients could mistake for you?
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follow up with leads longer

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businessman typing on laptop, shadows of envelopesdo it right and you may not need any new leads.

by jassen bowman
tax resolution systems

to put it bluntly, if you’re not actively marketing to your lead database on a regular basis, then you wasted the money you spent to obtain those leads in the first place.

more: marketing requires ruthless accountability | one-step vs. two-step marketing | tax resolution: a lucrative opportunity
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

one amazing fact about sales has held true for nearly a century: the majority of sales are closed after the fifth contact. this fact holds true for any industry, and the number of contacts required to close a sale increases as the price point of the product or service increases.
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the a-b-c’s of getting started with advisory services

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don’t forget the basics.

by sandi leyva

the other day, i sat in on a session on advisory services delivered by a leading consultant to multi-partner cpa firms. but i have a little bit different approach for smaller firms. that’s today’s topic.

when you ask an employee or partner of one of the top accounting firms what advisory services are, you’ll get a list with at least some of these items on it:

  • personal financial planning
  • fraud detection
  • technology services
  • it assurance
  • business valuation
  • mergers and acquisitions
  • litigation support

all of these are specialties within our industry where you can get additional training and certifications to demonstrate your expertise.

the problem with most of these advisory services is that they skip over the basics.

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how utility and value affect pricing

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man's hand drawing upward arrow with words "value for money"shift the focus away from the service provided, and think about the 8 kinds of utility.

by august j. aquila
price it right

if indeed we believe the phrase “perception is reality,” then it is the client’s perception that is the only reality. ultimately, only a client can determine the value of your service, that is, the fee he or she is willing to pay. if the client perceives that he or she has received a benefit there will be some perceived value attached to the service.

more: the four types of competition | how demand affects pricing | how to shift from production to marketing orientation | how traditional fee methods hurt firms
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consciously or unconsciously, the client’s determination of the correct fee for a service is related to two concepts: utility and value. let’s look at these two concepts and how they apply to setting prices.
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marketing requires ruthless accountability

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jassen bowman: "client dollars are really the only vote that matters when it comes to marketing decisions."“lists are not leads.”

by jassen bowman
tax resolution systems

at all times and in all circumstances, you need to hold your marketing ruthlessly accountable for results.

more: one-step vs. two-step marketing | 5 daily tasks for maximum tax resolution profitability | first, you need clients | tax resolution: a lucrative opportunity | 4 problems with the tax resolution industry | the tax resolution client intake checklist
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

this is an inherent difference between direct response marketing and image advertising or branding. in a practical sense, this means that you need to test, track and measure everything you do in your marketing.
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