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Which segment will you target?

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

We’ve discussed marketing audits. Once we have some firmwide objectives, we need to select strategies. There are many ways to accomplish something, and it is necessary to select how you are going to go about doing it.

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Let’s look at four different strategies.

1. Cost Reduction. As new forms of technology and artificial intelligence enter the workplace, it is increasingly possible to achieve a competitive advantage by using them to reduce the cost-of-service delivery. Tax processing software is a common example that firms have used over the last 20 years. AI could help firms reduce costs in multiple areas of the firm, from tax research to improving processes.

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The good news? You can do this yourself.

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

Great marketing tactics can take time, money and a great deal of sweat to plan and execute. CPAs who appreciate the power of marketing are frequently anxious to jump right into the implementation process without doing any planning. But do they really know what the marketplace wants from them? Sometimes gut feelings are right, but few firms can afford to act on intuition alone.

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Investing marketing dollars with confidence requires a thorough understanding of your practice, its people, the marketplace and your competitors. An audit-based marketing plan lets you do just that. This article provides both the theoretical and practical knowledge needed to perform a marketing audit, then develop marketing objectives.
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Three simple principles.

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

No matter how good your marketing tools are, there is one tool that needs to be especially sharp, and that is your salesmanship. All the other marketing tools we have mentioned will be of little value if you don’t know how to “ask for the business.”

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You need to understand the selling and buying cycles. They are critical for your success.
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Plus six factors to consider.

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

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There are three types. Where have your efforts been?

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

There is no silver bullet when it comes to marketing. That does not mean that having a focused marketing plan is not of critical importance to the success of your consulting practice. At last count, there were more than 15 different marketing tools that you can use to support your sales efforts, to generate leads and to get prospects to select your firm.

MORE by August J. Aquila
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The first question that comes to mind is, “Which of the marketing tools should my firm use?” Only you can answer that question, but here are some other things to consider in reaching your decision:

• What do I or my consultants like to do when it comes to marketing?
• What are we trying to accomplish? Do you need leads, name recognition, publicity, promotional material, online presence, etc.?

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