marketing & sales

would you buy your own services?

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don’t expect potential clients to if you don’t know what sets you apart.

by steven e. sacks, cpa, cgma, abc

do you ever wonder why after spending many hours on drafting, editing, proofing, and polishing—and proofing and polishing just once more—your engagement proposal efforts did not result in winning the engagement? and if this happens on a semi-regular basis, the frustration is never easier to take.

more steve sacks: how do you value your most important asset? | how to build a winning proposal | six ways to fix your firm agreement | the great resignation or a reshuffling? | listen to learn | build the framework to a solution with five answers | try for success, not a win
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you may have the requisite knowledge, experience, and perhaps even a broad view based on a diverse set of clients. however, you may have become complacent by maintaining a “cookie-cutter” approach to developing your proposals. like the old joke defining a consultant: “a person who takes off your watch, tells you the time, and gives the watch back to you,” implies an approach that you believe is best for your potential client, yet reflects no understanding of what the client actually needs.

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who needs fall tax planning? clients … and you

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avoid balance-due whining sessions and earn additional revenue.

by frank stitely
the relentless cpa

you’ve surely had this conversation a million times during multiple tax seasons, most often in april. you give a client a tax return with a $20,000 balance due.

client: i didn’t expect to owe that much.
you: how much did you expect to owe?
client: about $5,000.

more: it’s ok to say no to clients (even the large ones) | control your time: avoid ambush meetings and calls | train your clients before they train you | don’t let clients dictate tax workflow | how small firms can win the talent wars | do you know your turnaround time?
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

here’s where my conversations may differ from yours a bit.

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seven mistakes in winning new fees

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businesswoman in wheelchair meeting with potential client

plus nine metrics to measure.

by martin bissett
passport to partnership

like it or not, the 21st-century accountant is in the relationship-building business.

when a qualified accountant learns the art of developing those relationships in such a way as they empower the practice to be able to forecast its new fee income each year, the accountant becomes a profit center and their value to the firm increases tenfold.

more: tell the world your worth | 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 | make your expertise a new-client magnet
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

our fourth “c,” conversion, has flirted with being the top answer from respondents in the passport to partnership study and has featured in over 80 percent of all firms interviewed as to what makes a senior manager stand out as a potential partner.
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manage knowledge as a marketing tool

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young businessman thinking, software icons in thought cloud

what do we know when we say 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.

the road to knowledge management, now well-traveled, seems to end with the science of acquiring and retrieving data. the end of that road, which was built mostly by the brilliance of computer scientists, stops where a clear understanding of the meaning of useful knowledge begins.

more: how to put target marketing into context | 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 | accountants don’t sell soap. | why competition matters most
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

but with the growth of knowledge management as a discipline in many aspects of professional practice, some definitions may help forge a new direction for knowledge management that not only move the subject to a new realm of discovery, but may help find ways to make knowledge more useful as a management and marketing tool. we now seem to know a lot about gathering data, and are learning to turn data into knowledge. knowledge must now be adapted to work for the firm, and especially for the firm’s marketers.
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