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MARKETING & SALES

Six Metrics for Successful Marketing

A spreadsheet and a checklist go a long way.

By Sandi Leyva
The Complete Guide to Marketing for Tax & Accounting Firms

One way to help accountants embrace marketing is to fill training sessions with spreadsheets and numbers, things that most accountants love working on. There’s a lot of insecurity around learning marketing, but when accountants hear they need to do some spreadsheets first, they dive right in.

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Here are six numbers I suggest you track:
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MARKETING & SALES

Make CPE Work for You

Businessman hailing taxi at airport

Three ways to recoup your investment.

By Sandi Leyva
The Complete Guide to Marketing for Tax & Accounting Firms

Attending and learning from conferences can be amazing opportunities for your career or your business. They can also be huge money drains. It’s easy to take a look at the conference registration and make a quick decision about whether we can afford it – or even worse – whether it will clear our credit card limit or not.

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A smart business owner will take a bit different approach. Here’s how to calculate how much revenue or increase in price you need to justify the expense of attending a conference.
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MARKETING & SALES

Five Ways to Hook Better Clients

Word "CLIENT" caught on a treble hook

Aim for a mix at all revenue levels.

By Sandi Leyva
The Complete Guide to Marketing for Tax & Accounting Firms

Many accountants serve clients with extremely small businesses that gross six figures a year or even less. These clients are prone to being price-sensitive and often struggle with budgets and cash flow. If you’re serving these clients, you’re definitely meeting an important need in the marketplace, but you may also start to question your own prices, or worse, underprice your services.

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The good news is that, on average, the higher revenues a company earns, the more likely they are to be a higher-quality client for you. Owners with larger companies, on average, are less price-sensitive and less emotional about running their businesses.
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PRICING, FEES & BILLING RATES

Shift Focus Away from Price

Three ways to set yourself apart.

By Sandi Leyva
The Complete Guide to Marketing for Tax & Accounting Firms

I hear more accountants grumbling every day about how price-sensitive their prospects and clients have gotten. And they are right, to a degree. The economy has caused even the rich to count their pennies, and the percentage of people who look at a price tag before they buy has increased over the last five years.

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Yet studies show that roughly 54 percent of buyers are NOT price-sensitive, and I would be willing to bet even more are selectively price-impervious depending on what they buy: women’s shoes, men’s cars, personal services, jewelry, vacations, cosmetics and hair, to name a few exceptions.
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