marketing & sales

keep business development going during busy season

by

man writing on a calendar

consistency is key.

by martin bissett
 business development on a budget

you may be asking yourself how you will know when you are successful in your selling efforts. many people have asked me that, but it’s the wrong question because firms have different goals.

more: health, wealth, stealth: challenges on the path to partnership | 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 | four reasons people struggle with communication | why firm culture matters for partners | competence is step one of seven | three things that rich accountants do
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

some want to simply tick over and replace the clients they lose, some want to grow exponentially, some want steady and consistent growth they can measure and monitor. so there is no one definition of success. but no matter what yours is, you will never attain it if you are inconsistent in your process of winning new business.
read more →

four questions for choosing your marketing audit strategies

by

smiling woman with head surrounded by question marks, exclamation points and yellow light bulb

what segments and services offer you the most potential?

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

let’s continue with our marketing audit discussion. now that we have some firmwide objectives, we need to select strategies. there are many ways to accomplish something, and it is necessary to select how you are going to go about doing it.

more: maybe what you need is a marketing audit | clients have six reasons for needing you | six ways to market your technology consulting practice | sixteen marketing activities to try | the four steps of your personal marketing process | how does your firm measure up? | six questions before asking for all the referrals you deserve | five rules for a marketing orientation | ten keys to marketing success
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

selecting your strategies

let’s look at four different strategies.

  1. cost reduction. as new forms of technology and artificial intelligence enter the workplace, it is increasingly possible to achieve a competitive advantage by using them to reduce the cost of service delivery. tax processing software is a common example that firms have used over the last 20 years. ai could help firms reduce costs in multiple areas of the firm, from tax research to improving processes.

read more →

creating the perfect ad

by

man designing ads

here’s how to get it right.

by bruce marcus
professional services marketing 3.0

editor’s note: 卡塔尔世界杯常规比赛时间 was privileged to have a long relationship with bruce w. marcus, who was ahead of his time in his thinking and practice in marketing for accounting. we are publishing some of the late expert’s evergreen work, which retains wisdom for the present.

at last, the perfect law firm ad campaign. well, pretty much perfect. the 39-office, atlanta-based law firm has been running an ad campaign that embodies every principle of good advertising.

more: ten keys to crafting ads | eighteen things advertising can do for your firm | how and why client service teams work | manage knowledge as a marketing tool | secret marketing formula: get one client at a time | marketing a fixed position in a moving world | how to build a marketing culture | have you planned how to service your new revenue? | why is change so hard for firms? | why value pricing works | why competition matters most
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

its ad in the wall street journal has a picture of a man in front of a crossroad sign as if he were choosing which fork to take. the headline, which is really a callout in the middle of the copy, is in larger type than the rest of the text, which says “where you go now” (lower case as is).
read more →

advisory work must be priced by value, not hours

by

technology pushes us to handle more advisory work, which allows more value pricing. 

by jody padar
the radical cpa

as a professional in the industry, you may find some of what you do easy. just because you find it easy doesn’t mean it isn’t valuable and worth more than the time you put into it. if it were truly easy, your clients would be doing it themselves rather than paying you.

more: how hard do you work to keep your clients? | four things to know about social media | internal communications are underrated | four things better than a company song | let’s lose the word ‘image’ | the risk in not understanding risk | what your marketing program can and can’t do | nine reasons that prospects say yes | how marketing evolved to 3.0
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

undervaluing ourselves and what we bring to the table is a chronic problem plaguing accountants and cpas. why do i say this? because people pay more for the luxuries they value. let’s look at a comparison:

today, the msrp of a cadillac escalade is over $81,000 while the msrp of a chevy suburban is slightly under $60,000. if these automobiles were priced according to the time it takes to make them, plus the cost of their parts, the difference between their retail prices would probably be far less. to maximize profits, gm spends a lot of time and money researching how much their customers value their different products. certainly, the brand makes a difference, but the cadillac also offers a more luxurious package. it doesn’t cost gm a lot more money to offer these luxuries, but their customers place a much higher value on them, and gm understands that value.

pricing according to value really isn’t a radical concept!

read more →

maybe what you need is a marketing audit

by

two people seated across table, comparing notes and charts

how to get started.

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

great marketing tactics can take time, money and a great deal of sweat to plan and execute. cpas who appreciate the power of marketing are frequently anxious to jump right into the implementation process without doing any planning. but do they really know what the marketplace wants from them? sometimes gut feelings are right, but few firms can afford to act on intuition alone.

more: clients have six reasons for needing you | four steps to a successful email marketing campaign | five reasons to implement change orders | make your practice better | eleven marketing strategies for smaller firms | five questions for developing your marketing plan | you only have four strategies | the damage that traditional fee methods do
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

investing marketing dollars with confidence requires a thorough understanding of your practice, its people, the marketplace and your competitors. an audit-based marketing plan lets you do just that. this post provides both the theoretical and practical knowledge needed to (1) perform a marketing audit, (2) develop marketing objectives and strategies and (3) implement the plan through an integrated approach.
read more →