Rob Nixon, Author at CPA Trendlines

Marketing Objectives Determine Marketing Amount

BONUS: A chart of growth rate to double revenue.

By Rob Nixon

I get asked all the time, “How much marketing should I do?” Or, “When should I hire a marketing person?”

MORE ON STRATEGY: Marketing Must Be About Sales | 8 Questions for Product Creation | How to Deliver Wow! Every Day | Communicate Until It Hurts | Why a Virtual Team Makes Sense | 14 Ways to Leverage Client Data for New Billings | What It Means to Be a Real-Time Accountant
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My answer is always the same: It depends what your objectives are.
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Marketing Must Be About Sales

“The message you need to be selling is social proof and the results I get when I use you.”

By Rob Nixon

What’s the point of having a great service offering, fantastic client results, great people and an inspiring vision if only you and your team know about it?

MORE ON STRATEGY: 8 Questions for Product Creation | What Products Should You Create? | Keep a Watchful Eye on Clients | Rewards Go Far Beyond Money | People Still Needed, But In Different Ways | Don’t Let Technology Make You Dumber | Are Your Goals Big Enough? | Finding New Opportunity in Compliance Services | How Offshoring Is Shaking Up Accounting
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Your business might be a finely tuned instrument but if it is not played in the orchestra then no one will hear it.
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8 Questions for Product Creation

Build the plane as you fly it.

By Rob Nixon

I have noticed that accountants can be pretty good procrastinators.

MORE ON STRATEGY: What Products Should You Create? | Turn Your Knowledge Into Products | Why Clients Really Stay | 8 Ways to Build Team Engagement | How to Create 4 New Billable Hours per Day | Do You Know What Clients Want? | Is Your Business By Design or Default? | The World Is Flat | The Profession Disrupted: Compliance Commoditized
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Really you say! I think it’s because they think they need to get it right before getting started. If you take that attitude then you’ll never get anything off the ground.
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What Products Should You Create?

20 ideas to get you started.

By Rob Nixon

We are moving away from the time-selling business and into the productized IP business. The first step is to work out what you know and the second step is work out what the package looks like.

MORE ON STRATEGY: Turn Your Knowledge Into Products | How to Deliver Wow! Every Day | Communicate Until It Hurts | Why a Virtual Team Makes Sense | 14 Ways to Leverage Client Data for New Billings | What It Means to Be a Real-Time Accountant | 12 Predictions on the Future of Accounting | Will the Internet Replace CPAs?
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Most accountants I meet believe that there are opportunities for additional business in their current client base. However, they don’t seem that active in discovering the opportunities nor promoting the services. I think it is a BIG disservice to the client if you do not promote new ideas and new services.
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Turn Your Knowledge Into Products

The 3 things that have to be in sync.

By Rob Nixon

Every time I do a seminar and ask the question “What do you sell?” the answer is always the same. They either say knowledge, solutions, me or ideas.

MORE ON STRATEGY: How to Deliver Wow Every Day | Keep a Watchful Eye on Clients | Rewards Go Far Beyond Money | People Still Needed, But In Different Ways | Don’t Let Technology Make You Dumber | Are Your Goals Big Enough? | Finding New Opportunity in Compliance Services | How Offshoring Is Shaking Up Accounting
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I completely agree this is what you sell. However, the vast majority of business models of accounting firms suggest they sell “time.”
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Rob Nixon

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Rob Nixon has coached more than 434 firms adding over $850 million in profit to them and delivered seminars to over 175,000 people in 16 countries He can be contacted at robnixon.com.

Nixon is the founder of Panalitix, a technology-based coaching consultancy and membership community for tax and accounting firms seeking to improve operations, accelerate growth, and improve profitability.

Rob has forged a niche to be the world’s foremost authority on how accounting firms can achieve peak performance. Rob believes that accountants are the natural trusted advisor to business. He believes that accountants make a massive difference to their client’s condition. He believes that technology needs content and methodology to really be useful. He believes that accountants are not that interested in the future they are interested in what they need to do now. He also believes that unless accountants change their business model then a big part of their current revenue will go the way of the dinosaur.

Since 1994 he has been running businesses that specialize in helping Accountants run better, more profitable businesses. Accountants intrigue Rob and over the years he has trained them, consulted to them, coached them, researched them and visited thousands of them. His speaking work has taken him around the world where he has spoken to in excess of 150,000 accountants. Currently, his landmark strategies and products are used by over 16,000 accountants in over 20 countries.

In 2005 he created the revolutionary coaching model called Coachingclub. The CoachingClub model enabled firms to be accountable, to consistently learn and to share ideas amongst their peers. Over 800 Accounting firms have graduated from his Coachingclub program. The vast majority of firms have doubled or tripled profits because of the program.

Rob is a keen golfer (single figures) and adventurer (he is ticket holder 293 on Virgin Galactic to go into space). He lives in sunny Brisbane, Australia, with his wife Natalie and three children.

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