marketing & sales

… but don’t. what they should know.

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.

there’s a wonderful cartoon in which a guy in a business suit is looking over the shoulder of an artist at his canvas. the caption, spoken by the artist, is “i used to dabble a bit in accounting, too.”

then there’s the guy who said to me, “if you’re smart enough to be a lawyer, then you’re smart enough to do your own advertising.” to which i replied, “yes that’s true. you’re also smart enough to be a nuclear physicist – but it doesn’t make you one.”

more: internal communications are underrated | 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
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there’s the guy who read a book about tightrope walking. he knew everything about tightrope walking – except how to do it.

the point is that while marketing may not be nuclear physics, it does have its craft, its artistry, its techniques, its experiences and its history. and if you’re not within the realm of all those things and more, you don’t know much about marketing. marketing mythology doesn’t count for much.
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five tasks that will take some reflection.

by martin bissett
business development on a budget

over the years, many partners have told me about their struggles to grow their firms proactively, the main one being that they feel they must sell, which goes against the grain for them. have you ever felt that way?

more: six keys to getting a proposal accepted | six keys to turning prospects into clients | don’t overlook internal communication | why firm culture matters for partners | three things that rich accountants do | four reasons it’s hard to sell | eight questions to hold yourself accountable | win your first client: yourself | perception is reality, client version
exclusively for pro members. log in here or 2022世界杯足球排名 today.

perhaps you’ve never had to sell before, and it is taking you way out of your comfort zone. you are entering into unfamiliar territory, that alien landscape called “selling.”
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