marketing & sales

nine smooth moves to build client satisfaction

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which do you need to work on?

by bill penczak

client relationships have never been more vulnerable, as other firms, reeling from the covid crisis, will be knocking on your clients’ door with promises of better service, more services, and lower rates.

more: re-thinking today’s firm with five global leaders | 5 things your firm should do differently this summer | do you have the guts to beat the covid crisis? | how to inoculate your firm against covid competition | ‘found money’ delights clients | the three r’s for beating the corona crisis
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

now, more than ever, tax and accounting firms should examine how they can constantly improve the service and relevance to their clients, for today and into the new normal.

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romeo, juliet, google and client accounting services

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silhouette of a woman smelling a rose against a sunsetnever tell them it’s “client accounting services.” here’s why.

by hitendra patil
client accounting services: the definitive success guide

i recently spoke with an experienced cpa who has been very keen to expand the firm’s client accounting services practice. i told her, “if your firm’s website and marketing material states you offer ‘client accounting services.’, you’d want to rewrite that content, like, immediately.”

more: why cas is great for revenue growth | survey: why some firms fall behind in cas | how cas makes firms better | cas: finding the why behind the why | how to lead clients into client accounting services | cas begins with a mindset
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

she was utterly puzzled and asked:

“but cas is vital for the future of accounting firms, and you wrote the profession’s first book on cas, so why are you now saying so?”
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five tough questions for these tough times

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do you have the courage to beat the covid crisis?

male-lion-at-rest-portrait-serengeti-2017-telberg-photo crop
telberg.photo

by bill penczak

in times like these, firms should be challenging themselves with the tough question, “what do we want to be, today and into the future?”

more: re-thinking today’s firm with five global leaders | 5 things your firm should do differently this summer | do you have the guts to beat the covid crisis? | how to inoculate your firm against covid competition | ‘found money’ delights clients | the three r’s for beating the corona crisis
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

if maintaining the status quo and “serving clients,” whatever that really means, are the only responses your partner and leadership teams can muster, then perhaps it’s time to evolve from being a lifestyle firm to being one with a vision and the guts to achieve it.

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leaders need time to lead

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large group of people gathered into an upward arrow shapeonce you have the right people, figure out where to go.

by jody grunden
building the virtual cfo firm in the cloud

as our team was growing and we reached over 30 team members, we recognized the need to establish a formal leadership team. when we were smaller, it worked fine for adam and me to be the primary decision makers, but as our client base and workload grew, we realized we would become a bottleneck and slow things down.

more: better understanding = better communication | why your firm’s core values matter | when value billing eliminates guesswork | make tech your ally in protecting clients | be more efficient with tech stacks | put bots to work for you | not all employees want the same perks | not all employees will work out | uncover potential in 10 interview questions | what running a virtual cpa firm really costs | learning to love video calls
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

at that point, we made a conscious effort to transition our daily tasks and client responsibilities to other team members so we could remove ourselves from the weeds and focus on the higher-level view of the company.
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marketing without borders

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make more potential clients aware of your cpa firm.

by kelly schuknecht
summit cpa group

as a distributed accounting firm, we have learned a lot, since our founding in 2002, about how to successfully grow our client list. this growth involves creating and executing marketing strategies that help us attract clients from all over the nation.

more on marketing: what do you sell on? | why your google ranking is about to tank | five marketing mistakes to avoid | nancy fox: winning the mind game of success | survey: how firms market cas offerings | don’t wait for business to come to you | are you marketing for 2022 yet? | your first sale is to yourself | effective networking is an art | 5 ways to incentivize growth | price-sell-deliver is broken | sell your services on value, not price

goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

we have also succeeded in attracting new business because we have a good understanding of who our client is, what they’re looking for, how to reach them and, finally, what grabs their attention. this knowledge has allowed us to develop and execute effective marketing efforts.
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the managing partner’s secret weapon

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businessman holding up magnifying glassthe right people in the right positions will help you stay out of the weeds.

by marc rosenberg
the role of the managing partner

 

to be a great managing partner, you need a great team – a team that keeps you focused and out of the weeds.

the managing partner position is a big job. the high-level ceo of a complex, growing, highly profitable organization such as a cpa firm must be able to focus on the most important parts of the job, none of which is easy.

more: how to enforce the partner agreement | how long should it take to make partner? | the managing partner’s role in mergers | five ways to evaluate partners | manage partners with goal setting | overarching authority that managing partners must have | herding cats: advice for managing partners
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

let’s drill down for a moment on the word “focus.” it means:

  • having the time to do the job properly. for this to happen, managing partners must avoid (a) having too many client responsibilities, which would preclude them from making the firm their #1 client most of the time and (b) spending time on matters that can be delegated to others, such as the coo/firm administrator and department/team leaders.

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why your google ranking is about to tank

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new algorithm could penalize older, slower sites.

by sandi leyva, cpa

i don’t know about you, but i would prefer to go through tax season without any interruptions, especially about marketing. but google doesn’t see it that way, and we have a significant search algorithm update hitting us in may 2021. if firms aren’t ready, they could see their search rankings, and correspondingly, prospects and future clients from website traffic, go way down.

more on small-firm growth strategies: seven tips to keep the clients you have | 12 ways to stress less this busy season | six ways to make your own history during women’s history month | ppp client fraud: how much risk is too much? | 3 ways to opt out of any downturn | how to lead in a crisis
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

while google updates its search ranking algorithm on a daily basis, it generally announces big changes ahead of time. google’s may 2021 update will focus on “page experience,” which includes three metrics called core vitals as well as four additional page experience signals.

no one knows the exact algorithm that google uses to rank web pages in search results. experts say there are over 200 ranking factors to consider. the latest update is all about providing a better mobile experience for the user.

here’s what all that means in detail. read more →