surveys & research

secret marketing formula: get one client at a time

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three arrows in center of bull's-eye

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
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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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ten questions for teamwork

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also: how to divide up back office support roles.

by penny breslin
it’s not just the numbers

i’ve developed a series of questions to assess someone’s aptitude for being on a team. each person in your firm who is a possible member of the back office support (bos) team needs to answer these questions. that includes you, as you are a potential team member.

more: build your team, then choose your clients | advisory services done your way | yes, you can be an outsourcer | how back office support adds value | ai is not your enemy
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ask others in your firm or people you work with outside your firm to give you feedback on these questions as they see you and the other potential members of your team. their responses will give you a second filtering of your potential as well as others you would like on your team. notice these are not questions relating to the competencies in accounting functions. the assumption is that you and your people already possess those skills.
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firms rev up expansion plans

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via canopy

mull new software for remote staff, cas and ai.

by 卡塔尔世界杯常规比赛时间 research

a new survey reveals widespread plans for growth, with firms looking for more staff, more services to offer, and more territory to serve over the next 18 months

more: research: accounting pros cautiously optimistic about generative ai | how auditors can beat ai | how tax practitioners became cybersecurity risks | why the u.s. must act now to protect our online privacy | top tax vendors caught red-handed selling private taxpayer data
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in a time when qualified professionals are scarce, a staggering 85 percent of firms say they will definitely or probably be hiring more remote staff with flexible work arrangements, according to the poll of 250 firms by the practice management software company canopy.

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