marketing & sales

avoid the funhouse mirror effect.

by martin bissett
business development on a budget

there used to be an old exercise used in training sessions about customer relations or selling or leadership that went like this. the trainer would ask the group to think about the color green. a few seconds later he would ask them what type of green they were thinking of, and of course there would be many variations of green.

more: your website promises. do you deliver? | a lesson in customer service and reputation | prioritize your prospects | consistency is key to business development | five questions about your network | seven things that good advisors skip
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the point is that, as the saying goes, perception is reality. whatever each person perceived as green, that would be the reality for them – but it would be different for each person in the room.
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how to use marketing to build for the future.

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.

to put it simply, professional services marketing is a process that’s designed to bring a firm and its prospective clientele together. more than just accumulating clients, the effective marketing program helps shape and secure a practice that’s relevant to the dynamic needs of both the firm and the clients it serves. more than a collection of marketing activities, marketing is a process.

more: why is change so hard for firms? | how marketing in accounting has evolved | how marketing evolved to 3.0 | why value pricing works | accounting marketing 3.0: new rules | accountants don’t sell soap. | why competition matters most | nine fundamentals for a healthy marketing culture in an accounting firm
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the process, essentially, may be perceived in four parts:

1. define the market.
2. define the service to meet the needs of the market.
3. define the tools of marketing to be used to reach and persuade the market.
4. manage the tools.

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if not, undercharging might be to blame.

by martin bissett
business development on a budget

there’s an overall sameness to the majority of accounting firm websites, and typically they make a lot of promises – promises like

• we’re big enough to cope and small enough to care, or
• we are proactive, or
• we’re not just bean counters, or
• we have your best interests at heart, or
• your business is our business.

more: a lesson in customer service and reputation | 10 questions for reconsidering your prices | would you make yourself a partner? | a list is not a pipeline | prepare the next generation now | are you committed to your firm? | nine points to check before hello
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you’ve seen all those, haven’t you? are these or similar promises on your website?
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