What to do when every client is in play. By Bruce W. Marcus Professional Services Marketing 3.0 Independent studies, including those from CPA Trendlines, show that a large percentage of accounting clients are dissatisfied with the levels of service from their accountants. Good work delivered on time isn’t enough anymore.
So why should you think you’re a marketing expert, too? By Bruce W. Marcus Professional Services Marketing 3.0 Someone once said that if you’re smart enough to be an accountant, you’re smart enough to do your own marketing. Sure. And you’re probably smart enough to be a nuclear physicist – but that doesn’t make you one.
Seven simple skills every professional can develop. Six powerful reasons practice groups, not Lone Rangers, win the long game. By Bruce W. Marcus Professional Services Marketing 3.0 Building a culture of growth and aspiration (pardon the word “marketing”) is a process that requires four elements:
Top firms know the nine tenets of a healthy, sustainable growth-minded culture. By Bruce W. Marcus Professional Services Marketing 3.0 The firms that want to grow and thrive must be turned into marketing machines – to have a culture that understands and supports a marketing effort. A firm may be said to have a marketing culture when its professional staff:
Don’t even try. You’ll get flattened. By Bruce W. Marcus Professional Services Marketing 3.0 Assuring CPA firm survival in the coming decades starts not with a radical redesign of the traditional firm – that will come of itself – but with six assessments that spring from the old and go to the new. Change will not be imposed – it will emerge. First, there are three factors that should be understood:
Checklists work for astronauts. Why not accountants? By Sandi Smith Leyva Accountant’s Accelerator Airplane pilots and astronauts have checklists for just about everything they do. Checklists promote performance consistency, make it easier to learn new procedures and increase safety exponentially. In accounting, we can learn from the airline industry and apply checklists to certain areas of our practices in order to reap similar benefits. Here are three areas of your accounting practice that can benefit from checklists: