marketing & sales

not all fish need audits

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fishing lures adobestock_103169363 crop2market segmentation and why you need it.

by gale crosley
crosley+co.

successful cpa firms are typically open to approaches known to yield positive growth. so why are they so reluctant (dare i say impossibly stubborn) when it comes to embracing the concept of market segmentation?it’s often perceived as complex, difficult to understand, and therefore optional. however, it is so fundamental to strategy development that bypassing market segmentation can result in years of wasted effort and disappointing growth results.market segmentation is the foundation of specialization, a natural outgrowth of mature markets like ours. cpa firms no longer have the luxury of being all things to all clients. today’s market conditions require that we hone in on the needs of focused buyer groups with similar attributes. but first, we need to know what those groups are and what they need.
 

it’s a lot like fish. not all fish are the same, and they certainly don’t all need audits. some trout need tax work. bass require business consulting. and flounder, well, they “flounder” and need help with everything!

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set cross-selling goals

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businesswoman at desk smiling as she talks to manmarketing to existing clients offers greater roi.

by ed mendlowitz
the 卡塔尔世界杯常规比赛时间 practice doctor

tracking the additional revenue generated by cross-selling is not as important as setting a budget to obtain the additional revenue.

more on marketing: adopt a marketing mindset

the budget should be something that can be reasonably attained. for example, a goal to generate at least one new engagement a month from may through december should not overwhelm anyone.
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