understanding this is part of mastering the art of sales.

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

no matter how good your marketing tools are, there is one tool that needs to be especially sharp, and that is your salesmanship. all the marketing tools we mentioned previously will be of little value if you don’t know how to “ask for the business.”

more: four steps to a successful email marketing campaign | three types of marketing message, and which is best | why you need progress billing | five tips for cross-selling and upselling | five keys to successful marketing | twelve fundamentals of planning | one question to guide your growth plans
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you need to understand the selling and buying cycles. they are critical for your success.

while there are many ways to make a sale, i prefer the consultative partnership approach (cpa) to selling accounting and consulting services. this approach is based on three key principles:
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and why some ads don’t work.

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.

certainly, the current crop of ads tends to be better than the earlier ones, although we had such weirdies as “accounting is our passion.” (“passion” is the current fad word). i thought passion to serve clients is more to be desired. how many words will be wasted to explain the link between their passion and their ability to meet your need?

more: eighteen things advertising can do for your firm | how hard do you work to keep your clients? | when clients think they know marketing | how to put target marketing into context | everyone in your firm is marketing | accountants vs. lawyers: who wins the marketing battle? | professional services marketing requires flexibility
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then there was “financial restructuring without the bitter aftertaste,” for a law firm. the copy’s ok, but the illustration of three executive with faces screwed up (presumably from the bitter aftertaste) looks as if they’ve been drinking doctored kool-aid. pretty inviting, isn’t it? a good rule is don’t try to be funny in public until at least six strangers, none of whom is related to you, laugh at what you’ve written. nothing sours an ad more than unfunny attempts at humor.
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