MARKETING & SALES

Are You Marketing or Selling?

By

Woman explaining financial brochure to man

Both must serve the client first.

By Ed Mendlowitz

There are differences between marketing and selling.

Selling is a process whose goal is an actual order. Marketing involves the totality of presenting the company to the prospective customer so they want to do business with you.

MORE by Ed Mendlowitz
GoProCPA.comExclusively for PRO Members. Log in here or upgrade to PRO today.

 

Salespeople need immediate gratification. Marketers take a long-term view.

Both are necessary for successful growth.
READ MORE →

Six Metrics for Successful Marketing

By

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.

MORE by Sandi Leyva
GoProCPA.comExclusively for PRO Members. Log in here or upgrade to PRO today.

 

Here are six numbers I suggest you track:
READ MORE →

Four Downsides of a Production Orientation

By

Hand moving triangle along beam to indicate balance between price and value

Where to focus instead.

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

An emphasis on production (billable hours) can have negative consequences for an accounting firm. An emphasis on billable hours causes professionals to focus on internal measurements, i.e., the number of hours charged to a client, and not external measurements such as client satisfaction.

MORE by August J. Aquila
GoProCPA.comExclusively for PRO Members. Log in here or upgrade to PRO today.

 

They also emphasize the technical aspect of accounting work and keep professionals from developing a marketing mindset. Let’s look at the four negative consequences of a production orientation.
READ MORE →

Four Ways to Identify Candidates for Cross-Selling

By

https://cpatrendlines.com/2016/06/11/adopt-a-marketing-mindset/

Adopt a marketing mindset.

By Ed Mendlowitz

The average tax return client thinks of accountants as being mainly involved in taxes. Also, an accounting firm’s largest volume of clients is usually for tax return services. Therefore, a good part of the public image of your firm must come from the tax department.

MORE by Ed Mendlowitz
GoProCPA.comExclusively for PRO Members. Log in here or upgrade to PRO today.

 

The tax department must be involved in:

  • strengthening the firm’s brand and name recognition,
  • getting publicity and
  • introducing tax return clients to additional services.

Unfortunately, many accounting firms provide very little guidance or training in this area.

READ MORE →