MARKETING & SALES

Six Metrics for Successful Marketing

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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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Four Downsides of a Production Orientation

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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.

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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.
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Four Ways to Identify Candidates for Cross-Selling

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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.

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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.

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Make CPE Work for You

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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.

MORE by Sandi Leyva
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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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