Here’s what you’re looking for: August J. Aquila

MARKETING & SALES

The Four Steps of the Personal Marketing Process

Remember we’re in a service business.

By August Aquila
MAX: Maximize Productivity, Profitability and Client Retention

Most new business comes about because of personal marketing efforts. There is a process that your personal marketing efforts need to follow.

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In fact, the only way you will get different results is to change your current marketing process. Let’s look at the four steps in the personal marketing process. READ MORE →

MARKETING & SALES

Eleven Marketing Strategies for Smaller Firms

woman holding eyeglasses and looking at laptop screen

Including the five stages of an inbound marketing funnel.

By August Aquila
MAX: Maximize Productivity, Profitability and Client Retention

Small firm owners know they need to market, but they don’t always know which marketing activities they need to focus on. Here are 11 strategies for increasing your client base that are easy to implement.

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1. Get Known in the Marketplace

Before you start marketing, you need to answer these two questions:

  • Who are you?
  • What do you offer?

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GROWTH STRATEGIES

Marketing Information Is at Your Fingertips

Latina woman working on laptop

Chatbots can get you started.

By August Aquila
MAX: Maximize Productivity, Profitability and Client Retention

A lot of marketing doesn’t work because accountants and consultants just don’t do any or enough market research. Unfortunately, many people think they know their markets and what they want and need, but most don’t have enough information about their target markets. In today’s world, finding information is often just a keystroke away and it won’t cost you anything.

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Most of your market research can be accomplished through secondary research – sources that are already available as opposed to primary research that consists of studies done just for your firm. You don’t have to spend a lot of money to get good market information if you know where to look, especially today.
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MARKETING & SALES

Five Keys to Successful Marketing

man looking at five giant keys on the ground

And three questions to answer.

By August Aquila
MAX: Maximize Productivity, Profitability and Client Retention

There are, of course, a lot of things you can do to have a successful marketing campaign, but here are five that you should seriously consider.

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  1. Create a marketing culture in your practice. At the end of the day, it’s your firm’s culture that drives results. How would you define your current marketing culture? What is important and rewarded in your firm: bringing in new business, identifying new opportunities for existing clients, generating awareness for the firm in the marketplace, or billable hours and administration? A marketing culture is outward looking and helps your people find ways to expand the practice with profitable work.

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ADVISORY & CONSULTING

How Profitable Are You Making Your Clients?

How does your firm measure up?

By August Aquila
MAX: Maximize Productivity, Profitability and Client Retention

There are many ways that a firm can evaluate itself, but there is only one way that really counts. At the end of the year, you must determine how you have made your major clients more profitable.

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Remember that 80 percent of your profit still comes from 20 percent of your clients. That also means, as I recently heard, that only 20 percent of your efforts go to the clients who produce 80 percent of your revenue. Think about that for a minute. If you don’t provide your clients with profit improvement ideas, you should start thinking about it now. This is critical, not only to them but also to your long-term survival.
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MARKETING & SALES

Four Tips for Developing Your Marketing Plan

Plus five questions to ask first.

By August Aquila
MAX: Maximize Productivity, Profitability and Client Retention

It makes no difference what size practice you have. The following tips apply if you are developing an individual marketing plan, a departmental plan or one for the entire firm.

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From an overview perspective you will want to consider the following five questions:

  1. What will be the range of services you offer?

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SPECIAL

The Twelve Fundamentals of Planning

man seated at desk and smiling while working on laptop in corner office with large windows

When did you last think about your business?

By August Aquila
MAX: Maximize Productivity, Profitability and Client Retention

There is no time like the present to get ready for the future. Here is a checklist of 12 things you should thinking about.

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Remember planning never stops. Our environment is constantly changing.

  1. What business am I in? Are you in the automobile business or the transportation business? One is very narrowly defined and the other can broadly include anything that moves people or products. Make sure you understand your business model and purpose.

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GROWTH STRATEGIES

Get All the Referrals You Deserve

smiling man talking on phone in office

Six questions to ask.

By August Aquila
MAX: Maximize Productivity, Profitability and Client Retention

You would think that if you do a good job, you should get all the referrals you need. Unfortunately, this is not always the case.

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Sometimes, you must ask clients and referral sources for referrals. And many times, professionals just don’t know how to ask.
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PRO Member Exclusive

Think Strategically About Profitability

businessman turning compass labeled "strategy" like a steering wheel

Use this portfolio evaluation tool.

By August Aquila
MAX: Maximize Productivity, Profitability and Client Retention

Can you ever spend too much time thinking strategically about your accounting and consulting practice? If you are like most professionals, you usually have outlined some goals. You know where you want to go.

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The real question you must ask is this: “Do you know the best way to get there?” In other words, “What’s your strategy?”
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MARKETING & SALES

Marketing Without Tears

Portrait of a thoughtful businesswoman looking away in office

What are your clients saying about you?

By August Aquila
MAX: Maximize Productivity, Profitability and Client Retention

Marketing and business development do not have to be painful experiences. If they are, then I suggest that you simply stop what you are currently doing. How many of us are successful in doing painful activities? I know I’m not!

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Start your marketing thinking with the following question: “What kind of firm do I want to have?” While I can offer some suggested answers, the real answer must come from you, and it shouldn’t be determined in two minutes.
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MARKETING & SALES

Four Ways to Prepare Pros to Bring in New Business

Two women shaking hands across a table

Like anything else, it requires practice.

By August Aquila
MAX: Maximize Productivity, Profitability and Client Retention

I have often been asked, “What is the best way to prepare professionals to bring in new business?” I think the people who ask this question are trying to find an easy answer to a more complex issue.

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Unfortunately, there is no single approach that will do the job. But now, having said that, let me offer you the following four approaches that will give you some idea of what to do. As the saying goes, “Different strokes for different folks.” So, use the ones that work best for your firm and the individuals in it.
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GROWTH STRATEGIES

Mr. Inside vs. Mr. Outside

Black cat statue and white cat statue, nose to nose

… which is not to say they never work together.

By August Aquila
MAX: Maximize Productivity, Profitability and Client Retention

“Mr. Inside” is a term often used to describe a role within a professional services firm, particularly in sales and business development contexts. This role contrasts with “Mr. Outside,” who typically focuses on building client relationships and generating new business opportunities externally.

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Mr. Inside

Mr. Inside’s primary responsibilities include:

  1. Client Interaction: Mr. Inside engages with existing clients, addressing their needs, providing information about the firm’s services and ensuring overall client satisfaction. This involves understanding clients’ challenges and goals to offer tailored solutions.

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