marketing & sales

from the 1.0 of bates to putting the client first.

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.

we live in a dynamic world, in which constant motion of events and social and economic structures continually alter the state of many activities and circumstances. for example, the advent of the personal computer in 1981 changed the way trade and commerce were done. this altered the nature of financial structures, industrial practices and communications. but it also gave rise to new laws and new needs in accounting and finance. it created a new business environment that affected all participants in the cycles.

more: 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
exclusively for pro members. log in here or 2022世界杯足球排名 today.

it’s an ongoing cycle that generates new problems and needs in many disciplines, including law and accounting. new financial instruments, new laws and regulations, new technology that accelerates the pace of doing business, growing internationalism, the expanding body of knowledge in so many areas and the rapidity with which it can be organized and retrieved, new demands from client – all substantially change the demands upon lawyers and accountants, and therefore, the structures and practices that professionals must adopt to stay abreast of their own clients.
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… and how to solve them.

by martin bissett
passport to partnership

a big concern in recent years has been how the incoming partners will purchase equity or fund the capital account and exit of a retiring partner.

more: prioritize your prospects | 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 | why clients struggle with growth | nine biz-dev metrics for making partner
exclusively for pro members. log in here or 2022世界杯足球排名 today.

much has been written that examines the mathematical complexities of this topic but the bottom line is simple. would-be partners in the age demographic of 28-42 are part of a generation who are already heavily borrowed in the form of credit card debt, mortgage debt and other forms of personal loans.
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change is a result; evolution is the process.

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.

it’s not difficult to understand, in this economic environment, why the word change looms so large in professional services dialogue. the nature of the professions, rooted as they are in history and tradition, can be fairly rigid, and resistant to innovation. but the times seem to have accelerated the need for new ideas and structures to cope with new economic and social problems and opportunities.

more: why value pricing works | accounting marketing 3.0: new rules | accountants don’t sell soap. | why competition matters most
exclusively for pro members. log in here or 2022世界杯足球排名 today.

the accounting profession, even as we know it today, is practically prehistoric, and is now so bound by traditions, rules, regulations and laws that any suggestion of serious structural change is seen as a virtual assault on the professions. the codification of laws and the legal profession go back about as far, and are just as resistant to innovation. in both cases, the rigidity in the professions is designed to maintain integrity and probity, as well as efficiency in firm governance. if the nature of products allows for constant and rapid change to match changing tastes and fashions, the nature of professional services requires a measure of uniformity and predictability. but now, there are cracks appearing in the wall. the potential for conflict between the ethical rules and their protection of integrity, and the need for successful competitive marketing, can be intense.
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can you deliver some value in advance?

by martin bissett
business development on a budget

after you have listed business prospects, then what? it’s time for a good hard look at those prospects, and an honest appraisal of their value.

more: would you make yourself a partner? | four biz dev tasks to start the new year | what the next generation of practice leaders faces | five ways to show commitment | selling isn’t hard |  selling happens all the time | do you make your firm look good?
exclusively for pro members. log in here or 2022世界杯足球排名 today.

how long do you think each prospective client will take to make a decision to move to your firm or not? is it a month? six months? a year or more? this information is the next filter you will use to prioritize your time and efforts.
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