marketing & sales

all the marketing effort in the world will rarely produce a client. it can only produce a receptive prospect.

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.

the tools of marketing are not a program – they are simply tools.

more: have you planned how to service your new revenue? | how to set marketing objectives | how marketing in accounting has evolved | 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.

a marketing program, then, is not simply a catalogue of tools. it’s a plan – a strategy and a tactical plan. it’s the sum total of all relevant activities, supporting one another, and not just random activities designed without objective nor relevance to the needs of the prospective client.
read more →

what are you selling on?

by martin bissett
business development on a budget

the secret to overcoming failure to correctly implement a successful business development strategy is by “winning your first client” and this starts by being accountable to someone for your performance.

more: experts: what it takes to become partner | business won’t come to you | forged in fire: the pains of leadership | a lesson in customer service and reputation | prioritize your prospects | good enough is not enough
exclusively for pro members. log in here or 2022世界杯足球排名 today.

now that “someone” may be your fellow partners in the firm. if you are a senior manager, that may be the partner to whom you report.
read more →

six marketing considerations. also: nine goals beyond getting new clients.

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.

firm objectives are the context for marketing programs, which are, in turn, the blueprints for achieving firm objectives. to think of marketing otherwise is to court marketing programs that are irrelevant and unproductive.

more: how to set marketing objectives | nine reasons that prospects say yes | how marketing evolved to 3.0 | accountants don’t sell soap.
exclusively for pro members. log in here or 2022世界杯足球排名 today.

the word market warrants some clear definition. a market is a group, of any size, with a common need or purpose. a market is a group that can be reached by common media. a market group is dynamic, subject to change, to reorganize, to respond to such external forces as the economy, law and regulation, and social factors.
read more →

bonus: sample letters to send clients.

by ed mendlowitz
the 卡塔尔世界杯常规比赛时间 practice doctor

in order to help clients work out their problems, we need to give them suggestions and we need to charge the clients an appropriate fee.

exclusively for pro members. log in here or 2022世界杯足球排名 today.

no matter how you price or bill for your services you will be spending time helping them and during that period you will be drawing on your vast experience, knowledge and data base of the client’s affairs.
read more →

firm and marketing plans must be intertwined.

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.

because a professional services marketing program must do more than accumulate clients, and because it must function in a dynamic world that’s constantly in flux, an effective marketing program can’t be a static list of activities that use a static list of marketing tools. it must have clear objectives that are flexible enough to accommodate the dynamic nature of the market. it must focus specific aspects of a practice, predicated on the distinctive needs of each aspect of the prospective clientele.

more: nine reasons that prospects say yes | 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.

for example, a marketing program to attract high-asset individuals is different from one to attract corporations. a program to attract real estate developers is different than one to attract builders.
read more →

a proactive approach is where many fall short.

by martin bissett
business development on a budget

have you noticed all of those titles in the local bookstore or at the airport offering us the “key” to this and the “key” to that, the “six keys” to one thing, and the “four keys” to another?

more: where is your next money coming from? | forged in fire: the pains of leadership | a lesson in customer service and reputation | prioritize your prospects | good enough is not enough
exclusively for pro members. log in here or 2022世界杯足球排名 today.

it also seems that every book is a “game-changer” now, to the point where it is difficult to understand what the game is anymore, never mind how to play it.
read more →

do you project confidence?

by martin bissett
the martin bissett practice growth system

winning your first client is all about understanding why someone would buy from you before you ever speak to them, before you ever meet them before you ever start the preparation for talking to them.

more: where is your next money coming from? | forged in fire: the pains of leadership | a lesson in customer service and reputation | prioritize your prospects | good enough is not enough | consistency is key to business development
exclusively for pro members. log in here or 2022世界杯足球排名 today.

this discipline too often goes unexplained by most sales training programs offered to the accounting profession, but ultimately we have to be comfortable with who we are and the value that we offer.
read more →