Sales

Are You Marketing or Selling?

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

Both are necessary for successful growth.
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Transform Your Marketing with CRM

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The right system can streamline client communications and simplify prospecting leads. Streamline sales and marketing with the right CRM.

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

A CRM is a system that helps you centralize marketing and customer communications with clients and prospects. It stands for customer relationship management, and most of these systems are now in the cloud as web apps.

MORE: Nine Thoughts on Self-Marketing for the Introvert | Don’t Let Prospects Fall through the Cracks | Five Kinds of Small Thinking | Three Questions for the New Year | 13 Reasons to Master Consumption Marketing | When to Talk About Fees | Take a Moment for Appreciation | Beyond Compliance: What More You Can Provide  | Boost Your Cross-Selling in Two Easy Steps
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What CRMs Do
It’s amazing what CRMs can do these days. As client contact points have grown over the last few decades beyond phone and fax, so have CRMs’ capabilities to unify client messaging. At the core level, all CRMs typically allow you to store customer and prospect contact data, such as name, address, company name, titles and so forth. Most of them allow you to create custom fields to store things like type of entity, marriage or filing status, and what accounting software they use.

Here’s where it starts to get fun.

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Why Do We Accept Poor New Business Results?

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5 critical steps to turn things around.

By Domenick J. Esposito
8 Steps to Great

The question to ask is why do so many firms accept poor performance from so many of their partners relative to growth and generating revenue?

MORE ON STRATEGIC PLANNING: Is It Time to Manage Your Receivables Like a Real Business? | Profitability Requires Discipline | Pitching Vs. Pursuing | The Top 11 Reasons CPA Firm Mergers Fail | Growth: The Difference between the Disruptor and the Disrupted? | M&A: Sometimes Bigger Is Better | What a Value Proposition Truly Is (and Isn’t)
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There isn’t a firm in existence that does not depend on constant growth to be successful and to generate enough profit to pay its staff and partners well.  Yet, so many firms accept the old bell-shaped curve argument that they are winning if just 20 percent of their partners are good at generating business.
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