four elements to consider in every selling situation.

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

selling professional services is not as difficult as some accountants and consultants believe. i like to define sales as solving a client’s problem. if you think in these terms, you’ll realize that this is what we do every day.

sales is the lifeblood of every business out there. if we did not sell our services and products, we would not have a firm or business. so, don’t think of sales as something unprofessional. it’s an integral part of growing your practice.

more: six ways to expand your client services checklist | client acquisition never stops | ‘sales’ is not a four-letter word | maybe what you need is a marketing audit | 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
exclusively for pro members. log in here or 2022世界杯足球排名 today.

my goal is to make you feel more comfortable with the sales process. here goes! remember, you are selling solutions to problems – or, as i like to say, selling the sizzle and not the bacon. it’s not the service or product that you are selling, it’s the benefits to the clients. clients and prospects aren’t buying the features of the system as much as what those features can do for them.
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the rules of the game have changed.

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.

there was a time when all you needed was a roll of nickels and a phone booth, and you were in the pr game. of course, all clients expected then was that you get their names in the paper. for most of the publicity clients in those days, that was sufficient.

more: when bad news happens to good firms | why accountants should be nice to journalists | ten keys to crafting ads | four things to know about social media | internal communications are underrated | four things better than a company song | let’s lose the word ‘image’ | the risk in not understanding risk | what your marketing program can and can’t do
exclusively for pro members. log in here or 2022世界杯足球排名 today.

“those days” were the late 1920s and 1930s, before pr became public relations, and before we were beset with such glorious concepts as “image,” and “positioning,” and “niche marketing.” today, public relations is infinitely more sophisticated than that, as is the public relations client. the public relations program for any modern corporation is to its publicity ancestor as desktop publishing is to hieroglyphics. and of course, the public relations program for the professional firm is different, too.

but to have a sophisticated public relations program requires not just a sophisticated practitioner, but a sophisticated client. a firm, if it knows how, will always find a good public relations practitioner or consultant, but a consultant is only as capable as the firm he or she serves.
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