And avoiding disaster. As a firm owner, you can’t risk putting a dent in your reputation with a poor salesperson. But how and where do you find a good salesperson? Successful CPA firms tell CPA Trendlines of five ways:
Got the personality of an actuary? No problem. So, many CPA firms have been launching soft skills training to help their professionals meet people, network better, and, hopefully, land more business. Trainer and facilitator Arnold Sanow, MBA, CSP, reminds us that Dale Carnegie once won a major sale by being a great conversationalist – without saying more than a few words.
Try these 6 ideas to stop losing business to competitors. By Sandi Smith Leyva The Accountant’s Accelerator It’s rare that I lose business to competitors, and it’s also not an accident. If you are losing business to your competitors, here are some strategies you can use to “become a category of one,” as they say in marketing.
Learn how to recognize and participate profitably in the incoming tide. By Bruce W. Marcus Professional Services Marketing 3.0 Professional Services Marketing 3.0? This from someone who has written, spoken, railed against jargon and gimmicks? Well, yes, because in this rapidly changing economic environment, intensely competitive landscape and highly charged computer age, it’s the best way to define significant evolution from one distinct period to the next. But, that’s exactly what’s happened – and is happening – with CPA firms. And in management practices, business models and structure as well.
Five reasons this is the wrong time to take your eye off the ball. Firms need to look at the busy season as a stepping stone, while their clients are focused on taxes and accounting more than any other time. Here’s why you need a business development strategy in busy season:
Help your clients account for marketing costs. By Sandi Smith Leyva The Accountant’s Accelerator One of the value-added services we can offer clients is to align their chart of accounts with their tax form so that the numbers are easy to pull off at tax time. But there’s an even bigger opportunity if we take a deeper look.
Why you can’t believe your own press clippings. By Gale Crosley, CPA Crosley+Co Ever run a race and immediately sense that you got off to an exceptionally fast start? It’s a good feeling, but if your goal is to beat out the competition there’s really only one way to know for sure how you’re doing. And that’s by marking your progress toward the finish line relative to the other racers. The same can be said of efforts to grow your firm. To gauge your progress you have to get outside your own four walls and see how you measure up to the competition.
New strategic ally, or competitive threat…?
Is the traditional business model holding back the profession? By Bruce W. Marcus Professional Services Marketing 3.0 It’s not a race, nor are there prizes for the winner. But it has been suggested that personal financial planners trading in college, retirement and estate planning are light years ahead of the accounting profession in marketing. More for CPA Trendlines PRO members: The Delicate Art of Positioning Your Firm in the Mind of the Prospect • Who’s Better at Marketing? Lawyers or CPAs? • Even a Random Disaster Can Be Controlled with Risk Management • Managing Risk in Client Relations • Your Clients Love You? What If You’re Wrong? • The Three Degrees of Risk • Four Essential Habits for Building Client Trust […]
And, it’s not a mission statement. By Bruce W. Marcus Professional Services Marketing 3.0 There is no great mystique to the marketing concept of positioning. While it’s not as simple as some would make it seem, nor as complex as others would have you believe, it’s still very real. CPA Trendlines research has uncovered the startling fact of the wide disparity between how accounting firm management perceives their own performance and how their clients see their performance. (Join the survey; get the results.) More for CPA Trendlines PRO members: Who’s Better at Marketing? Lawyers or CPAs? • Even a Random Disaster Can Be Controlled with Risk Management • Managing Risk in Client Relations • Your Clients Love You? What If […]
By Sandi Smith Leyva The Accountant’s Accelerator If you don’t already have a domain name for your website (or you’ve never liked the one you have), here are eight tips on how to choose the best domain name that will help your site get found and help you get more business.