How to Target Your Prospects for Sales Success

Businessman pole vaulting toward his goalAnd how to pull in help from outside your firm.

By Jean Marie Caragher

Imagine creating a vision board of the top targeted prospects you would like to obtain as clients.

MORE: Jean Caragher on High-Performing Firms | All in the Family Business Niche | Networking Still a Strong Lead Generator | How Smart CPA Firms Use Events as a Lead Generation Tool | 14 Timely Questions for Tax Season Clients | The 12-Step Program for Building Better Client Relationships
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This is what happened at Legacy Professionals, a niche-focused firm headquartered in Chicago, Illinois, focused on serving employee benefit plans, labor organizations, not-for-profits and government entities.
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All in the Family Business Niche

Portrait of Neil Fauerbach
Fauerbach

Neil Fauerbach outlines several ideas you could use.

By Jean Marie Caragher

Niche marketing continues to be the most successful marketing strategy for accounting firms.

MORE from Jean Marie Caragher: Networking Still a Strong Lead Generator | How Smart CPA Firms Use Events as a Lead Generation Tool | 14 Timely Questions for Tax Season Clients | The 12-Step Program for Building Better Client Relationships
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Over the years I’ve received mixed reactions about whether family business qualifies as a niche. Are niches only industry-oriented?

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Kolmansberger: How To Do Networking the Right Way

Kolmansberger

CHECKLIST: 12 ways to stop wasting time on dead-end efforts.

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"Top Questions to Ask at Your Next Networking Event"

By Jean Marie Caragher
90-Day Marketing Plan for CPA Firms

Many CPAs would rather have a tooth pulled or wait in line at the DMV than attend a networking function. Yet, networking continues to be the #1 tactic to generate leads for accounting firms.

More from Jean Marie Caragher: How Smart CPA Firms Use Events as a Lead Generation Tool | 14 Timely Questions for Tax Season Clients | The 12-Step Program for Building Better Client Relationships | New Webinar Series: The Truth about Advisory Services
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For a firm that was founded on networking, Herbein + Company, Inc. – a regional certified public accounting firm with six offices in Pennsylvania – continues to promote the value of building relationships through networking.

Jack Kolmansberger, Herbein’s chief marketing officer and a past president of the Association for Accounting Marketing, plays a key role in the firm’s networking strategy.

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New Webinar Series: The Truth about Advisory Services

Four-session January series targets growth-minded CPAs.

CPA Trendlines expert author Jean Marie Caragher of Capstone Marketing and HaydenRock Solutions are collaborating on a complimentary webinar series, “The Truth about Offering Advisory Services.”

The webinars will be offered at no charge or obligation on four consecutive Wednesdays from 2-2:30 p.m. ET.

  • Jan. 10: Why Today’s Successful Firms are Offering Advisory Services
  • Jan. 17: 4 Common Mistakes to Avoid & 4 Building Blocks to Success
  • Jan. 24: A Peek into a Proven System to Help You Become Your Clients’ Most Relevant Advisor
  • Jan. 31: How to Make 2018 Your Best Year Ever

Register Here

The agenda includes:

  • Identify client needs easily and systematically
  • Add value with “limitless expertise”
  • Implement value-based billing without looking expensive
  • Access top experts at no cost to you
  • Pinpoint new opportunities and help make them happen

Managing Partners Only: Advanced Sales & Marketing Work Group

CPA Trendlines contributor Jean Caragher has opened enrollment to a new managing-partner-only peer-group on business development and marketing.

"It costs 400% more to close an unreferred prospect versus a referred prospect," says Caragher, CEO and founder of Capstone Marketing. The new online working group is designed to help managing partners "generate more referrals from your network."

The Capstone Community pulls together managing partners interested in education and collaboration regarding CPA firm marketing, growth and client retention. To encourage accountability and execution, each managing partner is encouraged to participate with another member of his or her firm.

Each Capstone Community will meet 13 times over a 15-month time period (no meetings in March or December):

– Monthly one-hour group webinar/online meeting
– Monthly one-hour individual coaching call

LEARN MORE HERE  >>>

 

 

How Smart CPA Firms Use Events as a Lead Generation Tool

Glick

Just ask Sally Glick.

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By Jean Marie Caragher
90-Day Marketing Plan for CPA Firms

While technology and social media have offered new marketing tactics for CPA firms, the tried and true face-to-face options remain beneficial. Just ask Sally Glick, Chief Marketing Officer at Sobel & Co., in Livingston, NJ.

Just ask Sally Glick, Chief Marketing Officer at Sobel & Co., in Livingston, NJ.

MORE on MARKETING from JEAN CARAGHER: FREE eBOOK: 13 Ways to Waste Your Accounting Firm Marketing Budget  |  The 12-Step Program for Building Better Client Relationships  |  Six Questions That Will Change the Way You See Your CPA Firm’s Marketing Program  |  The 10-Point Plan of Great Business-Developers  |  10 Real-World Expectations for Accounting Firm Marketing  |  10 Partner Must-Do’s in Getting the Most of Your Marketing Director  |  Real Networking Starts after the First Meeting | More

I’ve known Sally for two decades and if ever there was a person who could strategize, organize and promote events as a lead generation tool she is that person.

“Events are one of the most effective lead generation tactics for us,” explains Glick. “During the year we host 15 business events and 13 nonprofit programs, which demonstrate our thought leadership – our skills, competencies, and business acumen our clients demand. While presenting relevant information, and afterward when fielding questions, we have a chance to make a connection that may grow into a new engagement.”

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