marketing & sales

it projects an infernal and involuted picture of things manipulated, unreal and untrue.

by bruce marcus
professional services marketing 3.0

editor’s note: 卡塔尔世界杯常规比赛时间 was privileged to have a long relationship with bruce w. marcus, who was ahead of his time in his thinking and practice in marketing for accounting. we are publishing some of the late expert’s evergreen work, which retains wisdom for the present.

some years ago, in a remarkably successful marketing move, a graphic designer specializing in logos, letterheads and the like came up with the concept of the corporate image. a brilliant concept, but more mirage than image.

more: marketing a fixed position in a moving world | accountants vs. lawyers: who wins the marketing battle? | professional services marketing requires flexibility | how to set marketing objectives | accounting marketing 3.0: new rules | nine fundamentals for a healthy marketing culture in an accounting firm
exclusively for pro members. log in here or 2022世界杯足球排名 today.

now one of the most successful operations in the marketing business, this company has managed to persuade its clients that corporate image is the key to corporate success. “image,” it seems, is the magic elixir. at many thousands of dollars a dose.
read more →

three things to keep in mind.

by bruce marcus
professional services marketing 3.0

editor’s note: 卡塔尔世界杯常规比赛时间 was privileged to have a long relationship with bruce w. marcus, who was ahead of his time in his thinking and practice in marketing for accounting. we are publishing some of the late expert’s evergreen work, which retains wisdom for the present.

there is no great mystique to the marketing concept of positioning. while it’s not as simple as some would make it seem, nor as complex as others would have you believe, it’s still very real.

more: accountants vs. lawyers: who wins the marketing battle? | the risk in not understanding risk | what your marketing program can and can’t do | nine reasons that prospects say yes | how marketing evolved to 3.0 | nine fundamentals for a healthy marketing culture in an accounting firm
exclusively for pro members. log in here or 2022世界杯足球排名 today.

like so many words used in marketing, positioning has come to be shorthand for some ideas that have come a long way in the pursuit of sound marketing practice. first popularized by ries and trout in their 1981 book, “positioning,” the concept took a basic advertising practice and codified it in a way that made it possible for other marketers to think differently about approaches to the market.
read more →

it’s going to take practice.

by august j. aquila

i have often been asked, “what is the best way to prepare professionals to bring in new business?” i think the people who ask this question are trying to find an easy answer to a more complex issue.

more: ten keys to marketing success
exclusively for pro members. log in here or 2022世界杯足球排名 today.

unfortunately, there is no single approach that will do the job. now having said that let me offer you the following four approaches.
read more →

does one size fit all? a slate of experts weighs in.

by bruce marcus
professional services marketing 3.0

editor’s note: 卡塔尔世界杯常规比赛时间 was privileged to have a long relationship with bruce w. marcus, who was ahead of his time in his thinking and practice in marketing for accounting. we are publishing some of the late expert’s evergreen work, which retains wisdom for the present.

it’s not a race, nor are there prizes for the winner. but it has been suggested that the lawyers are light years ahead of the accounting profession in marketing.

more: the risk in not understanding risk | how to build a marketing culture | have you planned how to service your new revenue? | why is change so hard for firms? | why value pricing works | why competition matters most
exclusively for pro members. log in here or 2022世界杯足球排名 today.

it’s nonsense, of course. is one profession indeed better at marketing than the other? well, no. each profession is different, and to try to make the comparison would be an apples and oranges game. but silly as the idea may be, it opens a vast and intriguing question. are there significant differences between the professions that affect marketing? indeed there are.
read more →

who is your ideal customer? how will you track your interactions?

by august j. aquila

if you recently passed the cpa exam, bar or other professional designation, congratulations. you put a lot of work and time into learning about the technical aspect of your profession.

more: firms must plan ahead for partner retirement | retiring partners are valuable assets | nine ways to handle partners with strong views | rate managing partners in six areas | five ways to keep your edge as a leader | managing partner: the toughest job in the world | why partners need written goals
exclusively for pro members. log in here or 2022世界杯足球排名 today.

unfortunately, what they didn’t teach you is how to build a professional practice, gain clients and understand client needs. these talents are just as important as being a good auditor, tax consultant or management consultant.
read more →

five steps for better protection.

by bruce marcus
professional services marketing 3.0

editor’s note: 卡塔尔世界杯常规比赛时间 was privileged to have a long relationship with bruce w. marcus, who was ahead of his time in his thinking and practice in marketing for accounting. we are publishing some of the late expert’s evergreen work, which retains wisdom for the present.

risk. it’s amazing that so simple a four-letter word can be so complicated. there are risks with dire consequences and risks with negligible consequences. there is risk in every human enterprise; in every trade or endeavor.

more: how to build a marketing culture | professional services marketing requires flexibility | how to set marketing objectives | accounting marketing 3.0: new rules | nine fundamentals for a healthy marketing culture in an accounting firm
exclusively for pro members. log in here or 2022世界杯足球排名 today.

we take risks, in varying degrees (and sometimes unwittingly) every day of our lives. there is even risk inherent in getting out of bed in the morning. but what – on any level – does risk really mean? can risk be tamed?
read more →

bonus: 10 questions to check your comfort level.

by martin bissett
understanding selling

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: three things that rich accountants do | make your expertise a new-client magnet | don’t think of it as selling | experts: what it takes to become partner | where is your next money coming from? | your website promises. do you deliver? | five reasons firms don’t thrive | good enough is not enough
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.
read more →