marketing & sales

ten keys to marketing success

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target, pie chart, arrowwho is your ideal customer? how will you track your interactions?

by august j. aquila

if you recently passed the cpa exam, bar or other professional designation, congratulations. you put a lot of work and time into learning about the technical aspect of your profession.

more: firms must plan ahead for partner retirement | retiring partners are valuable assets | nine ways to handle partners with strong views | rate managing partners in six areas | five ways to keep your edge as a leader | managing partner: the toughest job in the world | why partners need written goals
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

unfortunately, what they didn’t teach you is how to build a professional practice, gain clients and understand client needs. these talents are just as important as being a good auditor, tax consultant or management consultant.
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the risk in not understanding risk

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five steps for better protection.

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.

risk. it’s amazing that so simple a four-letter word can be so complicated. there are risks with dire consequences and risks with negligible consequences. there is risk in every human enterprise; in every trade or endeavor.

more: how to build a marketing culture | professional services marketing requires flexibility | how to set marketing objectives | accounting marketing 3.0: new rules | nine fundamentals for a healthy marketing culture in an accounting firm
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we take risks, in varying degrees (and sometimes unwittingly) every day of our lives. there is even risk inherent in getting out of bed in the morning. but what – on any level – does risk really mean? can risk be tamed?
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five ways to acquire more clients

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laughing businesswoman talking on the phone in office in front of four monitorsbut don’t bother with #5 if you don’t do #1, #2, #3 and #4 first.

by sandi leyva
the complete guide to marketing for tax & accounting firms

if getting new clients is a bit of a struggle for your business and you’re not reaching the revenue levels you desire because of too few clients, then the first step is to find out where the process is breaking down.

more: get your name in the news | when you don’t know what you don’t know | eight things to give new clients | put your linkedin profile to work | what’s in a (domain) name? plenty | four tips for tough times | nine thoughts on self-marketing for the introvert | three questions for the new year
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there are five main places:

1. client retention

are you keeping the clients you acquire, or are you experiencing too much churn in your client base? you can measure your retention rate year after year by computing the percent of total annual revenues that is due to repeat clients. if it’s less than 80 percent, then you are either in your first year of business or you have a problem.
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get your name in the news

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10 triggers for free publicity.

by sandi leyva
the complete guide to marketing for tax & accounting firms

as a marketing channel, public relations is one of my personal favorites. it includes getting mentioned in news or trade media and publications, having an article you wrote published or reprinted, applying for and winning awards, or otherwise being in the public eye for one reason or another.

more: when you don’t know what you don’t know | five stages of any business | five ideas for summer focus | leverage your client list today | need leads? try a quiz | now’s the time to clean up your email list
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when i started a photography studio several years ago, i sent sample photos of my work along with a letter explaining my business to several news outlets. it was july, and in august, the sunday magazine supplement to the dallas morning news picked up the story and published my samples. they were portraits of cats and dogs, and my phone rang for days. within a week, i was booked through christmas, and my business broke even a year ahead of time because of that one piece of publicity.
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10 can’t-skip steps for business development

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young black businessman looking at his reflectionbonus: 10 questions to check your comfort level.

by martin bissett
understanding selling

i’ve been asking you to believe in yourself, to get your potential clients to open up to you, and to demonstrate to them the outcomes that working with you and your firm would create in their personal and professional lives.

more: three things that rich accountants do | make your expertise a new-client magnet | don’t think of it as selling | experts: what it takes to become partner | where is your next money coming from? | your website promises. do you deliver? | five reasons firms don’t thrive | good enough is not enough
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

now here’s a checklist for you to run through before you begin your next business development initiative, and before each new business appointment that you have.
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