surveys & research

the five steps of the sales cycle and what you need to know.

by august j. aquila
price it right: how to value accounting services

for a long time, the word “sales” was not an accepted word in accounting firms. unfortunately, too many accountants associated sales work with some type of unprofessional and even unethical activity. fortunately, those days are long gone.

more: three pillars support a successful accounting firm | four questions for choosing your marketing audit strategies | four steps to a successful email marketing campaign | five reasons to implement change orders | make your practice better | eleven marketing strategies for smaller firms | five questions for developing your marketing plan | you only have four strategies
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the word “sales” is not a four-letter word; it is a professional activity. people who sell make a promise of some future deliverable: “i will do this and this for you.” in turbulent times, selling is a skill that accountants must learn to be successful. here is my definition of selling: “selling is problem solving.” nothing more and nothing less. it’s what you do every time you help a client with a problem. if you have been a successful new business developer, then you have been a successful salesperson.
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what segments and services offer you the most potential?

by august j. aquila
price it right: how to value accounting services

let’s continue with our marketing audit discussion. now that we have some firmwide objectives, we need to select strategies. there are many ways to accomplish something, and it is necessary to select how you are going to go about doing it.

more: maybe what you need is a marketing audit | clients have six reasons for needing you | six ways to market your technology consulting practice | sixteen marketing activities to try | the four steps of your personal marketing process | how does your firm measure up? | six questions before asking for all the referrals you deserve | five rules for a marketing orientation | ten keys to marketing success
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selecting your strategies

let’s look at four different strategies.

1. cost reduction. as new forms of technology and artificial intelligence enter the workplace, it is increasingly possible to achieve a competitive advantage by using them to reduce the cost of service delivery. tax processing software is a common example that firms have used over the last 20 years. ai could help firms reduce costs in multiple areas of the firm, from tax research to improving processes.

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