MARKETING & SALES

Five Practice Building Basics Revealed

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two men standing and shaking hands

Plus a quick quiz about your marketing.

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

Some firms go from one marketing activity to another without much success. The firms that are successful do the basics very well. Like any athlete in spring training, accountants and consultants need to practice the basics of building their practices.

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Here are the basics:

  1. Creating opportunities to meet people

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Stop Calling It Selling

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How to reframe that word accountants dislike.

By Martin Bissett
Winning Your First Client

Being a successful person according to your own measurement of that, and your own goals and your own standards is different for everyone.

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If you’re comfortable with yourself, it’s very likely that others will be too. If you understand the value that you offer (how you can improve a client’s situation to move them closer toward their personal and professional aspirations), you’re likely to be able to convey that value in front of a prospect.
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Put Thought Leadership into Your Marketing

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Businesswoman lassoing light bulb

You can’t just acquire new business. You have to retain it.

By Jody Grunden
Building the Virtual CFO Firm in the Cloud

I bet you can imagine that marketing a virtual accounting firm is different than it is for traditional brick-and-mortar accounting firms. When you’re only serving your local area, you need to focus on things like signage, local advertising, the Yellow Pages, your website, Google My Business, Yelp, Chamber of Commerce and word-of-mouth referrals. Those are all great ways to get noticed by people in your area who would benefit from the services you offer.

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When your customer base isn’t confined to a specific location, however, it changes the game a bit. You still want word-of-mouth referrals and you still need a website, but it becomes even more important to focus on search engine optimization (SEO) and thought leadership – developing your online platform, publishing articles with industry publications, speaking, etc. – to help people discover your services.
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Four Questions for Setting Firm Strategy

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businessman turning compass labeled "strategy" like a steering wheel

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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Bissett Bullet: Give Your Clients a Commercial Hug

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Today’s Bissett Bullet: “How are your clients, really?”

By Martin Bissett

When the COVID-19 pandemic hit, accounting firms all over the world went into reactive mode. They adapted, they got their own houses in order – which is an entirely appropriate response to an unprecedented crisis – and then those who really cared reached out to their clients. They called them on a regular basis just to see how they were faring.

This should be something you do routinely in the interests of relationship building. Call your clients, no charge, no sell, no angle, just a commercial hug. Ask how they are, if they need anything and offer your help. That may be in the form of expertise, of monetized help or of goodwill, that is at your discretion; but cement that relationship by showing you care after their signature has dried on the original contract.

Today’s To-Do:

Start with your biggest or most vulnerable clients. Diarize one call a day starting today; pick up the phone and add value.

See more Bissett Bullets here

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