How to Lead in a Crisis

9 steps to pull you through the coronavirus pandemic even stronger.

By Sandi Leyva
The Accountant’s Accelerator

As accounting professionals, we’re on the front lines helping our small business clients and our employees through this crisis in multiple ways. It’s a chance for us to display extraordinary leadership as a profession.

MORE ON SMALL-FIRM GROWTH STRATEGIES: How to Think Straight through the Coronavirus Crisis | Tech Tools for Working through the Coronavirus | 7 Tips to Keep the Clients You Have | Do You Know Your Opportunity Number? | 7 Tips to Boost Your Firm’s Performance in 2020

See All CPA Trendlines Special Coronavirus Crisis Coverage

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Here’s a tweet I just love that exemplifies the times:

screenshot of tweet

Here are some reminders for all of us as we step up to lead our firms and help our clients in these times:

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How to Think Straight through the Coronavirus Crisis

Setting priorities in uncertain times.

By Sandi Leyva
The Accountant’s Accelerator

With the Coronavirus crisis coming on top of tax season, the next few weeks may be the most challenging we’ve ever faced.

MORE ON SMALL-FIRM GROWTH STRATEGIES: Tech Tools for Working through the Coronavirus | 7 Tips to Keep the Clients You Have | 5 Mistakes to Avoid When Seeking New Clients | Is Your Client Newsletter Stuck in the 1990s? | Do You Know Your CAC Number? | Change Overload: 5 Simple Coping Strategie
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Under these conditions, it’s hard for many to figure out what to work on next because there is so much work to be done. It’s easy to lose focus and end up working on unprofitable, yet urgent tasks. That’s not to say we put profit before people. But without profit, we can’t take care of our people.
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39 Advisory Services for Accountants

Two women shaking hands across a tableThe ultimate checklist to get you started.

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

When we think about the word “advisory,” we accountants might think of financial ratios. Advisory is so much more than that. It’s, in effect, everything we do for our clients that is not compliance work – work required because of government regulations and deadlines.

SMALL FIRM GROWTH STRATEGIES: Mix and Match Marketing Channels | Marketing Materials 201: Some Advanced Tips | Make Newsletters Work for You | Technical Aspects of Video and YouTube | How to Schedule Social Media Content | Speaking: How, Where and Getting Leads from It | Partnering: Referrals on Steroids
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Here is a comprehensive list of advisory services to consider adding to the compliance services and other services you already offer. Each one represents a potential new revenue stream for your business.
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When Solos Bring in Partners

Two businessmen shaking hands across desk and documents in office7 must-haves.

By Marc Rosenberg
The Rosenberg Practice Management Library

Many major CPA firm transactions – partner agreements, mergers, the first retirement of a partner and bringing in a new partner – have one thing in common: Firms have very little if any experience with them.

MORE: 8 Key Items for Partner Agreements | 12 Basics of Partner Agreements | Partner Agreement Issues Affecting Women | Quick Tip: Partners Investing in Clients | Non-Equity Partners: Why Have Them? | Why You Might Want an Executive Committee | Buyout When a Partner Dies | Why and How New Partners Buy In
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In many cases, it’s the first time they have ever contemplated this move. But bringing in a new partner cannot be done in isolation. All of the following are needed:

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Mix and Match Marketing Channels

Illustration of marketing strategy
marketing concept with financial graph and chart

Don’t forget to track your results.

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

It’s time now to start executing your marketing plan for your business. Let’s review the steps that got us here.

MORE SMALL FIRM GROWTH STRATEGIES: Marketing Materials 201: Some Advanced Tips | Testimonials: Why and How | How to Use ‘Warmed-Up’ Telemarketing | Awards Can Boost Your Reputation | Technical Aspects of Video and YouTube | Social Media Basics for Accounting Firms | How to Maximize Online Profile Sites
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You created your revenue plan, which gave you the number of new clients you need to attract. You met your ideal client. Then you were introduced to the idea of creating a marketing plan for each channel you use, and only selecting the number of channels you need to get to the number of clients you desire.
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Marketing Materials 201: Some Advanced Tips

Young man working in home office5 ways to wow potential clients.

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

I’ve discussed a lot of basic ways to get the word out about your business.

MORE SMALL FIRM GROWTH STRATEGIES: Testimonials: Why and How | 10 Marketing Materials You Need | Content Marketing Types and Tips | Are You Newsworthy? | Why CPAs Need Video | Make Google AdWords Work for You | Make the Most of Trade Shows | Track Your Online Reputation
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Today we’ll go over some more advanced marketing materials.
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Testimonials: Why and How

Woman winking and holding thumb upThese pay off HUGE.

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

A testimonial is a short written recommendation from a past or current client. Most accountants I talk to hate testimonials and don’t use them. But here’s what they don’t realize: Other people love them, and they really make a difference.

MORE SMALL FIRM GROWTH STRATEGIES: 10 Marketing Materials You Need | Make Direct Mail Work for You | Write Your Way to Expert Status | Make Newsletters Work for You | How to Schedule Social Media Content | The 5 C’s of Successful Websites | Speaking: How, Where and Getting Leads from It | The A-B-C’s of Getting Started with Advisory Services
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If you don’t have any, a prospect could assume that you don’t have any clients either. Get rid of that objection easily by posting testimonials so prospects know you’re not just starting out.
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10 Marketing Materials You Need

The number 10Including one to implement RIGHT NOW.

By Sandi Leyva

You need materials with the right messaging to fuel your marketing plan. There is a certain core of materials you need across all marketing channels.

MORE SMALL FIRM GROWTH STRATEGIES: Make Direct Mail Work for You | How to Use ‘Warmed-Up’ Telemarketing | Technical Aspects of Video and YouTube | How to Maximize Online Profile Sites | Build Your Community Reputation | 5 Ways to Get More Referrals | Use Feedback for Service Innovation | Create Your Marketing Plan
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Crafting a really tight message will get your prospects’ attention and more easily convert them into accounting clients. When you have a bad message, you work much harder and have to meet many more prospects to convert into clients. When you have a great message, you work less, convert more and keep your costs down.
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Make Direct Mail Work for You

Woman reading letter by wall of mailboxesBONUS: Several sample letters.

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

One of the first things a new business owner asks me about is direct mail. I don’t know why so many people go there first, but they do.

MORE SMALL FIRM GROWTH STRATEGIES: How to Use ‘Warmed-Up’ Telemarketing | Content Marketing Types and Tips | Are You Newsworthy? | Why CPAs Need Video | Make Google AdWords Work for You | Make the Most of Trade Shows | Track Your Online Reputation
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Twenty years ago, the response rate for direct mail was pretty good. Out of every 100 pieces you sent, you would get three responses back. It didn’t matter how bad you were at direct mail.
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