marketing & sales

bonus: ten questions to check your comfort level.

by martin bissett
business development on a budget

i’ve been asking you to believe in yourself, to get your potential clients to open up to you, and to demonstrate to them the outcomes that working with you and your firm would create in their personal and professional lives.

more: what rich accountants do | attract clients, don’t sell to them | how to attract clients | four reasons accountants struggle with selling | think of it as service, not selling | eight questions for personal preparation | perception, even your own, is reality | eight questions that target personal accountability | how to prepare for partnership | stop waiting for business to come to you | are you projecting confidence? | five questions to help forecast your firm growth | four key questions about leadership | does client perception match your firm’s reality?
exclusively for pro members. log in here or 2022世界杯足球排名 today.

 

now here’s a checklist for you to run through before you begin your next business development initiative, and before each new business appointment that you have.
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is your firm overlooking any of these opportunities?

by august j. aquila
price it right: how to value accounting services

we have talked about creating a marketing culture and an overall firm culture. these two concepts have been around for more than 30 years. what we are seeing today is that a marketing culture can have a significant impact on retaining and bringing in new staff. firm culture also plays a huge role in retaining employees and even partners.

more: measuring marketing success: the 10 kpis | seven reasons marketing can make your firm a great place to work | develop your personal marketing plan in ten steps | what makes a great website? | four strategies for building your practice | market technology services through workshops and training | the secrets of great business developers | dodge the four curses of a production orientation | client acquisition never stops | ‘sales’ is not a four-letter word | maybe what you need is a marketing audit | three types of marketing message, and which is best
exclusively for pro members. log in here or 2022世界杯足球排名 today.

 

while the primary function of marketing is often associated with promoting products or services to external clients, it also has an important internal role in attracting, engaging and retaining top talent within the organization. here are six key ways in which marketing contributes to staffing and recruiting in a professional service firm:

1. 1. employer branding: marketing helps shape and communicate the firm’s brand, which represents the organization’s reputation as an employer. a strong employer brand can differentiate the firm from competitors and attract high-quality candidates. marketing teams develop and promote the firm’s unique value proposition, culture, employee benefits and career development opportunities to position the organization as an employer of choice.

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make these three things second nature.

by martin bissett
business development on a budget

you may be thinking right now, “well, very good, martin, but we have finite time. we’re very, very busy people and we need to get business in the door, and therefore creation of opportunity becomes the issue.”

more: attract clients, don’t sell to them | how to attract clients | eight questions for personal preparation | how to prepare for partnership | five questions to help forecast your firm growth | do you deliver on your website’s promises? | five questions about facing challenges | be clear about your roi proposition | it’s time to prepare the next generation | who are you more committed to, your firm or your clients? | nine checkpoints before every prospect meeting | three questions about conversion | six keys to turning prospects into clients
exclusively for pro members. log in here or 2022世界杯足球排名 today.

 

regardless of whether we’ve got 20 opportunities on our plate today or none, when the next one comes along we can’t afford to be anything other than confident, comfortable, assured relationship builders who have tremendous value to offer. because people will see that body language, those voice tones and hear those words and it will be attractive. they will want to get to know more – they’ll want to be able to look at options. they’ll want to know what you’ll charge, and they’ll want to know what they’ll get for what you charge.
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they can be used in ways you might not have considered.

by august j. aquila
price it right: how to value accounting services

marketing key performance indicators (kpis) are measurable values that help marketers track and analyze the success of their marketing campaigns. the firm and its marketing department must jointly determine which of the kpis are important and will be tracked.

more: seven reasons marketing can make your firm a great place to work | seven ways that marketing helps you retain clients | is pricing a marketing function? | develop your personal marketing plan in ten steps | five ways to make partners fall in love with marketing | analyze your firm to keep it current | what makes a great website? | losing can help you win more | three more strategies for growing your practice | four strategies for building your practice | eight areas to cover for personal goals | understand the 10 steps of the buying process
exclusively for pro members. log in here or 2022世界杯足球排名 today.

 

i’m going to briefly discuss 10 key performance indicators so that you can put a dollar amount on the effectiveness of your marketing strategies and campaigns as well as track the firm’s overall marketing performance.
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make your expertise a magnet.

by martin bissett
business development on a budget

it’s about time to realize that value is not about time.

more: how to attract clients | four reasons accountants struggle with selling | perception, even your own, is reality | stop waiting for business to come to you | four key questions about leadership | showing leadership through customer service | the real math behind the sales pipeline | keep business development going during busy season | walk the commitment walk | two steps toward mastering selling | thirteen ways to show commitment | clients can’t grow without you | seven mistakes in winning new fees
exclusively for pro members. log in here or 2022世界杯足球排名 today.

 

when i look back on the research that has been conducted by various groups as to the biggest obstacles accounting firms cite to growing their practice,

• 50 percent said creating opportunities,
• 25 percent said knowing how to close deals
• and the remainder said having self-confidence in presenting and then being able to positively differentiate from their competition.

let’s not sell, let’s attract.
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