marketing & sales

how and why to offer estate planning

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a woman hugs another woman, who is cryingbonus: sample asset distribution worksheet.

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

estate planning is a vital service for many clients who do not have a will or a current will, or who have a will but did not consider major estate planning techniques.

more on marketing: what you need to start a financial planning discussion | 11 questions to ask every tax client | add new revenues with tax prep followups | marketing vs. selling: both must serve the client first | adopt a marketing mindset
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

we have found that many clients with wills had them hurriedly prepared just before a trip or vacation and had very little planning guidance.
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seven ways newsletter marketing still works for accountants

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magnet drawing in three peoplethe formula: straight talk, no gimmicks.

by steven klinghoffer
wpi communications inc.

marketing rules and tactics for accountants are often different from those for product and service marketers. because reputation is everything for accountants, their most effective marketing programs use a dignified tone—and a modest frequency. moreover, the audience for tax and accounting services tends to be averse to gimmicky messages.

no matter how rapidly the marketing world changes—how quickly our tactics and tools evolve—some things remain the same: quality content that educates and otherwise has an impact is certainly not outmoded. nowhere is that truer than in the marketing of professional services—and it is a key driver of the ongoing relevance and effectiveness of newsletter marketing.blogs, emails, and newsletters are everywhere, but they are not all created equal. the good ones inform clients or patients and build brands for the professionals who distribute them.

here are seven ways and reasons newsletters–when executed properly–work exceptionally well for services professionals, even today. read more →

11 questions to ask every tax client

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question marksan easy way to introduce clients to additional services.

by ed mendlowitz
how to build a stronger tax practice

many times we have important preliminary discussions when we obtain a client’s tax information.

more on marketing: why cpas are suited to financial planning | tax projections: how and why | how to raise client awareness of services
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

skilled interviewing, or effective follow-up techniques, can make these into an additional engagement.

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why cpas are suited to financial planning

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older man and younger man in meetingyour potential clientele? everyone.

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

“financial planning services” is a catchall phrase for any services a client would need for their personal financial security and wealth management and is an outgrowth of tax services and any of the other core services performed for a client. these services can be offered to existing clients or to clients engaging you for the specific service.

more on marketing: tax projections: how and why | add new revenues with tax prep follow-ups | marketing vs. selling: both must serve the client first | adopt a marketing mindset

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

with regard to tax services as the catalyst, the tax return is the roadmap of a client’s financial life. a keen observer can uncover many areas clients can be assisted with.
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tax projections: how and why

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fountain pen on word "tax"make sure the client sees the value.

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

many accountants do tax projections. some clients get projections who should not, but there are many who do not, who should.

more on marketing: add new revenues with tax prep follow-ups | how to suggest more services | how to raise client awareness of services | marketing vs. selling: both must serve the client first | adopt a marketing mindset

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

here are some insights about preparing and charging for them… read more →

four-part plan to re-ignite revenue growth

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sprout growing on money pile of glass jar banknew times call for new expansion strategies.

by gale crosley

it’s been a long slog, but we finally see the light at the end of the tunnel known as the great recession. both job creation and the gross domestic product are robust. interest rates remain low, and the stock market is showing solid gains.

more by gale crosley: not all fish need audits  |  the 4 new growth engines in today’s marketplace  |  change catches up with auditors  |  the 6 elements to sustainable growth for cpa firms  | jody padar’s new vision for the ‘new accounting’  |  reality check: achieving world-class growth requires real-world intelligence  |  crosley: the new growth evolution  |  expand your vision and expand your business  |  leveraging leadership: a new way of looking at growth  |  are you creating a sustainable firm?  |  don’t confuse marketing with a true growth strategy  |  overcoming four imaginary barriers that limit cpa firm growth  |  how firms unleash the power of diamonds, cash cows and fat cats  |  how smart firms use market research  |  got leads? get real. learn how to qualify big opportunities  |  it’s a new generation in lead generation  |  at the best firms, growth is no accident  |  four keys to success at seiler cpas  |  how accounting firms are re-building their sales pipelines  |  how to get started on ifrs in one easy step  |  [pro member exclusive. log in required.]

video: the three elements of growth strategy  |  defining the new business model  |  the 3 hallmarks of the ‘new accounting’ business

while these bright spots are welcome, i urge firm leaders not to be lured into believing that it’s back to business as usual. the light at the end of the tunnel may look like, well, light. but the market conditions illuminated by that light are substantially different from those of the pre-recession environment.

what’s changed? nearly everything, from an upsurge in globalization to stiffer competition, increased standards and regulations, more specialization and a growing reliance on technology. today, clients can engage cpa firms around the corner or around the globe. just because you’re in the neighborhood doesn’t mean you’re in the running. read more →

how to suggest more services

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overhead view of two businessmen having meeting…and paying for them. these aren’t freebies. includes 4 sample letters.

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

in order to help clients work out their problems, we need to give them suggestions and we need to charge the clients an appropriate fee.

more on marketing: how to raise client awareness of services | marketing vs. selling: both must serve the client first | adopt a marketing mindset

no matter how you price or bill for your services you will be spending time helping them and during that period you will be drawing on your vast experience, knowledge and data base of the client’s affairs.
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how to raise client awareness of services

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green "opportunity" highway sign with sunrise backgroundare you asking enough life cycle questions?

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

part of selling is to have existing clients use more of your services. to do this they must be told the breadth and depth of your firm’s activities. it should be a major goal of every meeting with a client.

here are a few ways to do it.

tax return preparation interviews

the tax return preparation interview, the purpose of which is to gather information, is a tremendous opportunity to find out the concerns of the client and where you can help. the assistance you give can sometimes provide a life-changing benefit to the client while enabling your firm to increase its service base gaining additional revenues. read more →

marketing vs. selling: both must serve the client first

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woman explaining financial brochure to manit comes down to what will best serve your clients.

by ed mendlowitz
how to build a stronger tax practice

there are differences between marketing and selling.

selling is a process whose goal is an actual order. marketing involves the totality of presenting the company to the prospective customer so they want to do business with you.

more on marketing: adopt a marketing mindset

salespeople need immediate gratification. marketers take a long-term view.

both are necessary for successful growth.
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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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