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marketing without borders

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make more potential clients aware of your cpa firm.

by kelly schuknecht
summit cpa group

as a distributed accounting firm, we have learned a lot, since our founding in 2002, about how to successfully grow our client list. this growth involves creating and executing marketing strategies that help us attract clients from all over the nation.

more on marketing: what do you sell on? | why your google ranking is about to tank | five marketing mistakes to avoid | nancy fox: winning the mind game of success | survey: how firms market cas offerings | don’t wait for business to come to you | are you marketing for 2022 yet? | your first sale is to yourself | effective networking is an art | 5 ways to incentivize growth | price-sell-deliver is broken | sell your services on value, not price

goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

we have also succeeded in attracting new business because we have a good understanding of who our client is, what they’re looking for, how to reach them and, finally, what grabs their attention. this knowledge has allowed us to develop and execute effective marketing efforts.
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cas begins with a mindset

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client accounting services has challenges and great opportunities.

by hitendra patil
client accounting services: the definitive success guide

client accounting services is becoming an increasingly important new revenue and growth segment for accounting firms of all sizes. yet, professionals are still grasping for the best practices, adjusting service bundles, searching for the right technologies, and optimizing prices.

more: which of your existing clients are cas-fit? | don’t wear a mask | the services that cas clients want | the services that cas clients need | the 8-step method for launching client accounting services | six reasons cas is king
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

cas is, first, a mindset. it exists in every professional accountant. some know it exists in them. some don’t. some know that the cas mindset exists in them but do not make the most of it. instead, they try to become everything to everyone. they become more of “need-fillers” than “accounting entrepreneurs (accountaneurs®).” they find it challenging to become the “most trusted advisors” of their clients. those who don’t know that the cas mindset exists in them feel it will be overwhelmingly difficult to “learn” the cas mindset. they may try to acquire the mindset but give up too soon.
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the managing partner’s secret weapon

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businessman holding up magnifying glassthe right people in the right positions will help you stay out of the weeds.

by marc rosenberg
the role of the managing partner

 

to be a great managing partner, you need a great team – a team that keeps you focused and out of the weeds.

the managing partner position is a big job. the high-level ceo of a complex, growing, highly profitable organization such as a cpa firm must be able to focus on the most important parts of the job, none of which is easy.

more: how to enforce the partner agreement | how long should it take to make partner? | the managing partner’s role in mergers | five ways to evaluate partners | manage partners with goal setting | overarching authority that managing partners must have | herding cats: advice for managing partners
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

let’s drill down for a moment on the word “focus.” it means:

  • having the time to do the job properly. for this to happen, managing partners must avoid (a) having too many client responsibilities, which would preclude them from making the firm their #1 client most of the time and (b) spending time on matters that can be delegated to others, such as the coo/firm administrator and department/team leaders.

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tax season is over; now what?

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woman driving a sports carhow are you marking this year like no other?

by ed mendlowitz
call me before you do anything: the art of accounting

i always ended tax season with my office closed the next day. we once gave employees a choice of taking off either the day after or friday after tax season. those who chose the friday said they should have taken off the day after. that day off provided a way to unwind and just be lazy.

more: when parents, children hit an impasse | how bickering can ruin a family business | one hour a year since 1972 | why annual staff evaluations fall short | why create an accounting firm business model? | the clients that keep you awake at night
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

one year, one of my partners, a close friend and i all bought new cars that day. it is a day to clear your mind and come down from a high-performance mentality.
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advisory vs. low-value clients

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where is your energy best spent?

by gary bolinger

all firms have low-value clients. sometimes, they take more time than they are worth. there is never any growth with those clients. same thing, year after year.

more: what + who leads firms to better service | how accountants are profiting in disruption | ask the right question(s) | seven elements of engagement for cpas | true advisory work isn’t just consulting
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

it isn’t all that much fun to work on those engagements. these clients are generally interested in the lowest fee possible, but they create a lot of work or anxiety in many ways.
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why job #1 for new partners must be staff development

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hand holding a pile of dirt with a plant growing from itwhat do they want most? challenging work. surely you must have some.

by marc rosenberg
the rosenberg practice management library

firms have two levels of expectations of new partners. many firms aren’t consciously aware of these alternatives, but they exist nonetheless, and they are quite different from each other.

more: how to get promoted to manager | how to create a path to partner | making partner: what managers need to know | the 17 rules for making partner at a cpa firm | who shouldn’t be a partner? | nine reasons people are promoted to partner | how to make partner
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expectation 1: the new partner is qualified for the job.

new partners must drive the firm by

  • increasing revenue by bringing in new clients
  • retaining clients and expanding services to them
  • developing staff, helping them learn and grow
  • providing proactive, world-class service to clients
  • having the leadership skills to take over the firm from existing partners

if new partners don’t do these things, then they don’t fully perform like partners.
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four qualities of the wealthy

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and what they need.

by anthony glomski and russ alan prince
your $5-million high-net-worth practice

by design, the clientele of an accounting firm’s high-net-worth practice is the wealthy, defined as having a net worth of $10 million or more.we know that with clients at this level of net worth, you can indeed build a $5 million high-net-worth practice.

more: a high-net-worth practice in four steps | don’t ignore life insurance | adultery and other messy situations | how to attract the super-rich
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

admittedly, the $10-million criterion is somewhat arbitrary. but in extensively researching the wealthy, coupled with “in the trenches experience,” clients with a net worth of $10 million or more consistently prove very rewarding for most accounting firms.
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how to sell your cas offering

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and how to measure your sales performance.

by hitendra patil
client accounting services: the definitive success guide

“i am not a good salesperson.”

i have lost count of how many accountants have told me this over the years. but i also learned that what they really mean is that they do not have a well-defined, structured “sales process.”

more: what’s different about cas marketing? | survey: how to market your cas offering | how cas communications are different | your firm’s processes can set you apart | technology and your cas clients | top five cas killers and how to overcome them
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

this post is not about fundamental sales skills. that is beyond the scope of my book. this post is more about how to develop and execute your cas sales process, pitch and supporting collaterals that can help get you more cas sales.
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