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 You’re Wrong? • The Three Degrees of Risk • Four Essential Habits for Building Client Trust • The Nine Hallmarks of a Marketing Culture • The Four Cornerstones to Building A Marketing Culture • Getting the Client is Only Half the Battle • Practice Development: It’s Not Rocket Science • Nine Fundamentals for a Healthy Marketing Culture in an Accounting Firm