marketing & sales

how mindset affects your marketing

by

smiling businesswoman

even after years of experience, confidence may not come easy.

by sandi leyva
the complete guide to marketing for tax & accounting firms

in school, during both my undergraduate courses and my mba classes, i took marketing 101, or something close to that. i learned the four p’s: product, price, place and promotion. i aced the class.

more: three steps to becoming a millionaire | five business development mistakes to avoid | how to leverage chatgpt during this crazy tax season | eight steps to getting started with ai: a guide for tax professionals | you don’t have a time problem | three money leaks and how to plug them | eleven ways to serve clients even better | eight ways to build busy-season stamina | make your prospect kit stand out | six ways to beat the competition | grow your revenue with three marketing strategies | what can chatgpt do for accounting professionals?
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when i started my first business at age 13, i ran an ad and was able to get clients. it was no big deal. when i wanted to earn some part-time money during college doing bookkeeping (before i passed my cpa exam), i answered an ad and found clients. it was no big deal. when i started a part-time photography studio in the 1980s, i sent out press releases and direct mail and got clients. it was no big deal. i was doing all of this on the side while i had full-time jobs paying the rent and everything else.

but when i got laid off in the 1990s and needed clients in order to go out on my own and pay my own rent, something in me snapped. i was scared to death. i suddenly had no idea how to get started getting clients. i could have run an ad, but i didn’t. i could have sent out direct mail, but i didn’t.
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how life cycle changes your marketing

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illustration of business life cycle

startups have different needs than mature businesses, so the messaging must be different.

by august j. aquila
price it right: how to value accounting services

the business life cycle refers to the stages that a business goes through from its inception to its eventual closure or exit. each stage presents unique challenges and opportunities, and it is essential for accounting firms to adapt their marketing strategies accordingly.

more: eleven possible pitfalls of mergers | dodge the four curses of a production orientation | client acquisition never stops | ‘sales’ is not a four-letter word | maybe what you need is a marketing audit | three types of marketing message, and which is best | why you need progress billing | five tips for cross-selling and upselling | five keys to successful marketing | twelve fundamentals of planning | one question to guide your growth plans | four ways to prepare for new business development
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here are some marketing strategies that can be effective during different stages of the business life cycle. take a fresh look at your existing clients, and sort them according to their business life cycle: startup stage, growth stage, mature stage and transitional/decline. you want to make sure that as your clients go through these different cycles, your marketing messages and services change and address the right business concern.
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stop operating from a scarcity mentality

by

coins and small bills in a plastic box

ten questions for reconsidering your prices.

by martin bissett
business development on a budget

undercharging – or lowballing as it’s also called – is the scourge of the profession. it has always been present, and unfortunately, it will probably be with us for the foreseeable future.

undercharging is directly related to fear – fear of rejection.

more: firm not thriving? five fixes | five questions about facing challenges | be clear about your roi proposition | it’s time to prepare the next generation | who are you more committed to, your firm or your clients? | nine checkpoints before every prospect meeting | three questions about conversion | six keys to turning prospects into clients | don’t overlook internal communication
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when you are building your pipeline according to the process, you have assigned fees you think might be in the ballpark of what you believe you could get from a new piece of work or a new client. you may tend to estimate on the low side, which is not a bad idea in theory, because it lets you be pleasantly surprised when it’s anything beyond that.

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