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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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PRO Member Exclusive

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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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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PRO Member Exclusive

Sixteen Technology Solutions for Accounting Firms

hands on keyboard, network illustrated with connected dots

Use what fits your needs, not what’s trendy.

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

Certainly, there are several technological solutions that can greatly benefit a CPA firm by enhancing efficiency, accuracy and client service. Here are some technological solutions that can be considered:

  1. Accounting Software and ERP Systems: Utilizing robust accounting software or enterprise resource planning (ERP) systems like QuickBooks, Xero or Sage can help streamline financial management, bookkeeping and reporting processes.

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  1. Cloud-Based Solutions: Moving your firm’s operations to the cloud allows for real-time collaboration, data accessibility from anywhere, and better data security. Cloud accounting software like QuickBooks Online or Xero can be particularly helpful.

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MARKETING & SALES

Fourteen Ways to Get the Right Clients

You should be selective. Here’s how.

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

Marketing should be about mainly getting the right clients for your firm – clients who will help you achieve your financial and strategic goals.

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It’s often been said, “no profits, no firm.” Firms can attract the right clients through a combination of strategic marketing, networking, reputation building and providing excellent service. Here are some steps and strategies that can help a CPA firm attract the right clients.
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