marketing & sales

first, you need clients

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small potted plant fertilized with coinsapply systems to your sales funnel.

by jassen bowman
tax resolution systems

if your experience is primarily in the tax return preparation arena, then you are most likely used to the service being what is referred to as a “lay down” sale, meaning you really don’t have to sell.

more: tax resolution: a lucrative opportunity | 4 problems with the tax resolution industry | when tax filing season is over, what’s next? | how to end the tax revenue roller coaster with a four-season practice model
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

as an optional service that many people just aren’t familiar with as an option, tax resolution actually requires a little bit of sales skills. i think it’s important for you to have a handle on the key benefits that you bring to the table for potential clients.
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why pricing is the fifth ‘p’ in marketing plans

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not 4. that’s old thinking.

get the top trends in pricing today
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by august j. aquila
price it right: valuing accounting services

more than 40 years ago, in 1977, the landmark u.s. supreme court decision in bates & o’steen v. state bar of arizona, 433 u.s. 350 (1977) changed the accounting profession forever.

more: how to shift from production to marketing orientation | 4 ways a production orientation can harm a firm | price to get the maximum fee | 7 issues in partner retirement planning | is it time for a partner compensation checkup? | 13 points of a good compensation plan | 5 ways to keep your edge | the toughest job in the world: managing an accounting practice | how to become the firm of choice
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

that decision prompted accountants to pursue a wide range of marketing activities. and, ever since that eventful day, accountants have been struggling with the meaning of marketing and the impact of marketing on their practices.
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4 ways a production orientation can harm a firm

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men doing precision work on a production linewhat kind of partner is more valuable?

by august j. aquila

a pure production orientation can have negative consequences for an accounting firm.

more: why choose a marketplace orientation? | how traditional fee methods hurt firms | 6 questions for planning your succession | underperformers come in many shapes and sizes | 6 focuses for managing partners | 10 steps to transitioning to a new mp | what managing partners should be doing
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

these consequences include a focus on internal measures, billable hours and technical aspect of tasks, and inhibit the development of a marketing orientation.
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follow the 1/20th tax client marketing rule

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arc colored in on 5 percenthow to elevate your service beyond tax prep.                                 

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

what would happen if you set goals at a higher level?

more on marketing: hire a sales person to get leads | following up after tax season | how to meet referral sources | how to sell bundled tax services | 7 questions for succession planning | 15 points to buying or selling a business | offering elder care assurance services | 9 questions to ask about divorce and taxes
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

the following is restricted to tax return clients only, and can be exceeded by you if you think this goal is too low.
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marketing approaches: shotgun vs. rifle

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man aiming rifle in forestplus specific strategies for each.

by blake christian

marketing continues to be an underdeveloped function at most firms.

more: 10 times clients should contact you | entity choice in light of estate and gift tax rules | 11 tax client questions for year-round billings
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

when developing a marketing plan, firms should consider which approach is best for them. in general, firms tend to choose from two potential strategies: a “shotgun” approach, targeting a broad base of potential clients, or a “rifle” approach, in which they focus more narrowly on certain selected targets.
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checklist: following up after tax season

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stacks of papers on the corner of a desklay the foundation for work you didn’t have time to do earlier this year.

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

if you were paying attention during tax season, you likely picked up on other services your clients might need.

more on marketing: advertising done right | 12 branding tips | structuring partnership and buy-sell agreements | the 64-point business startup checklist | how to offer second opinions | how to offer employment compensation assistance | basic budgeting for clients | guiding heirs | add new revenues with tax prep follow-ups
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

here is a checklist of 15 possible additional services, plus a form to track your follow-up.
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4 sales systems and some secret sauce

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businessman sitting behind his desk in the office talking on a mobile phone listening to the conversation with a serious expressionplus 7 rules for telephone meetings.

by rob nixon

i have been actively selling something since the age of 14. that’s 30+ years of selling.

more on strategy: 17 killer questions for prospects | sales is about trust | how to dominate the internet | marketing objectives determine marketing amount | what products should you create? | keep a watchful eye on clients | rewards go far beyond money | people still needed, but in different ways | don’t let technology make you dumber | are your goals big enough? | finding new opportunity in compliance
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

i have been formally trained in courses on how to sell. i have attended more sales seminars than i care to remember. i have read countless books and listened to audio programs on the science of sales. i have sold over the phone, on the shop floor in retail, from a seminar stage, one on one, one to many and via webinars.
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advertising done right

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but remember there’s more to marketing.

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

i have not seen too many cpa ads that have generated revenue, but i’ve seen enough to know that the right advertising program works and produces new clients.

more on marketing: 12 branding tips | how to meet referral sources | how to sell bundled tax services | 7 questions for succession planning | 15 points to buying or selling a business | offering elder care assurance services | 9 questions to ask about divorce and taxes | guiding clients in investment allocation and management | how and why to offer estate planning | why cpas are suited to financial planning
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

most of the cpa firm ads are announcements of their being there, goodwill ads, yellow page or internet site ads, or branding ads. advertisements should be designed to get business leads.
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