accountants don’t sell soap.
you only have three things to sell.
by bruce marcus
professional services marketing 3.0
marketing & sales
nine points to check before hello
how do you feel in your own skin?
by martin bissett
business development on a budget
five steps to getting leads from former clients
handle with care.
by sarah johnson dobek
inovautus consulting
i was monitoring linkedin answers the other day and saw a post from a business owner asking if it was appropriate to approach former clients for the purposes of lead generation. someone in the thread recommended that one should not contact former clients and instead, start from scratch.
more: four tips for cpas replacing clients | five lead generation mistakes to avoid | four ways to propel new cpas into growing your firm | four ways to help young rainmakers build their skills | seven reasons your growth plans are stalled | take the pressure of ‘selling’ out of ‘cross-selling’
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i disagree. it is one thing if you failed miserably with the client, but i can’t understand why you would abandon a relationship if you provided the client with good service and guidance.
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why competition matters most
the tone of your marketing must follow.
by bruce marcus
professional services marketing 3.0
make the most of your marketing mix
updating the five p’s.
forty-five years ago, in 1977, the landmark u.s. supreme court decision in bates & o’steen v. state bar of arizona, 433 u.s. 350 (1977) changed the accounting profession forever. that decision prompted accountants to pursue a wide range of marketing activities. and, ever since that eventful day, accountants have been struggling with the meaning of marketing and the impact of marketing on their practices.
more: marketing orientation is what firms need | when hourly billing hurts profits
some would say that it has been the best thing that ever happened to the profession and others, of course, would voice just the opposite opinion. whichever side of the debate you are on, there is one certainty: marketing is here to stay.
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