bissett bullet: know when to quit
today’s bissett bullet: “you know that potential new client who never returns calls or emails? following up with them regularly is disciplined but also desperate.”
by martin bissett
see more bissett bullets here
marketing & sales
four things better than a company song
how to nurture motivation.
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 microsoft, they worry about motivation. when everybody who holds any kind of a responsible job is making more money than any of them ever dreamed they would, and when they’re in an industry that would pay anything to hire them away, how do you motivate people? how do you get them to stay, and to produce at the high levels demanded by microsoft and other high-tech companies?
more: secret marketing formula: get one client at a time | everyone in your firm is marketing | accountants vs. lawyers: who wins the marketing battle? | professional services marketing requires flexibility | how to set marketing objectives | how marketing in accounting has evolved | accounting marketing 3.0: new rules | nine fundamentals for a healthy marketing culture in an accounting firm
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two ways. first, microsoft appeals to what creative people crave most – the opportunity to do great work, and then recognition for it by seeing it used. then they build a culture and a business to sustain that creativity. second, they hire the right people. they hire only those people who are motivated by what they have to offer. and it works. it’s one of the things that makes microsoft a great and successful company.
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bissett bullet: i just haven’t quite got round to it yet
why do we find it so hard to implement what we learn in marketing and business development courses? unfamiliarity? time? apathy? resources?
by martin bissett
see more bissett bullets here
secret marketing formula: get one client at a time
think of reputation-building and name recognition as pre-selling.
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.
here’s a little secret about professional services marketing.
it always comes down to selling the individual clients – one by one.
more: everyone in your firm is marketing | 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
you can talk about strategies, and image, and niche marketing and branding. you can talk about articles, and brochures, and media releases and seminars. but it always comes down to selling the individual clients – one by one.
well … if you’re going to have to do that anyway, why not start with target marketing to begin with?
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one question to guide your growth plans
even services need to be packaged.
by august j. aquila
price it right: how to value accounting services
marketing and business development do not have to be a painful experience. if it is, then i suggest that you simply stop what you are currently doing. how many of us are successful in doing painful activities? i know i’m not.
more: five rules for a marketing orientation | the damage that traditional fee methods do | four ways to prepare for new business development | ten keys to marketing success
start your marketing thinking with the following question: “what kind of firm do i want to have?” while i can offer some suggested answers, the real answer must come from you, and it shouldn’t be determined in two minutes.
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