marketing & sales

4 unique value drivers.

by ty hendrickson

it is all too common when putting together a new client proposal for the first thought to be, “i need to be right around or less than what they currently pay to win this client.” does this sound familiar?

more: when did our reaction to “no” change? | 5 ways to rethink the way you communicate | get goal-ready for 2021 | three w’s for networking the right way | the cpa firm partner’s role is changing | the no. 1 reason accountants fail to build advisory practices | 4 reasons to welcome rejection
exclusively for pro members. log in here or 2022世界杯足球排名 today.

when we go in to win new business, instead of thinking about what we are bringing to the table and what services we provide, we focus solely on how can we price our work to be competitive and maybe just low enough to win the business. then, when we meet with the client and share our beautiful proposal that took time and effort away from other tasks, the potential new client decides to stick with their current accountant.
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it’s a cue to ask more questions.

by ty hendrickson

when did our reaction to “no” change?

my son recently took up driving and honestly, it terrifies me. when he asks to use the car, he hears the word “no” a lot and it is typically the beginning of a long debate about why he needs the car. you may remember responding the same way when you heard the word “no” at that age and thinking of a change in strategy until you figured out a way to get a “yes.”

more: 5 ways to rethink the way you communicate | 3 steps to getting the most out of every meeting | why choose you? | the one big reason your hiring sucks | are you botching your first impression?
exclusively for pro members. log in here or 2022世界杯足球排名 today.

something happens to us between childhood and our first job. as an adult, when we hear the word “no,” we cringe. we shy away and quickly give up to avoid confrontation.
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don’t let the 80% derail the 20%.

by marc rosenberg
the rosenberg practice management library

these best marketing practices are listed in a general order of effectiveness. however, every firm is unique. what works best for one firm may not work as well for others.

more: entitled rainmakers and other practice development errors | 13 ways to make the most of your website | how incentives for business development should work | marketing plans and why you need one | working business development into your day
exclusively for pro members. log in here or 2022世界杯足球排名 today.

1. have a vision for growth because it dictates the scope of your marketing activities. a marketing plan calling for 10 percent growth will need to be much more intense and aggressive than a plan for a firm content with 3 percent growth.

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recruiting. recruiting. recruiting.

by marc rosenberg
the rosenberg practice management library

every firm needs a website.

more: five social media do’s and don’ts | breaking it down: marketing job descriptions | how and why to hire a marketing director | how to brand and differentiate your firm | why consultative selling works | how not to develop your practice | does your firm recognize all its skills? | 15 powerful niche marketing practices
exclusively for pro members. log in here or 2022世界杯足球排名 today.

here’s why: read more →

how to turn your business model upside down and reap the rewards.

by matt solomon

learning to price, sell, and deliver through a simple, proven process streamlines the way you communicate your value and makes it easy for clients to say yes. it’s your secret weapon.

more: shift 2: step into the role of a business advisor | shift 1: stop depending on compliance work | take the nine-point practice checkup | three ways to leverage today’s uncertainties for renewed growth
exclusively for pro members. log in here or 2022世界杯足球排名 today.

with practice, your ability to price, sell and deliver will be as routine as a 1040, but it’s worth a whole lot more: between $36,000 and $180,000 per year, per client.
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meetings can be hard to get. don’t waste them.

by ty hendrickson

every single day you are selling. it could be an idea, a product, an action or even selling yourself. it’s easy to agree that, yes, you are always selling something.

more: build the practice you want in 4 steps | get goal-ready for 2021 | three w’s for networking the right way | the cpa firm partner’s role is changing | the no. 1 reason accountants fail to build advisory practices | 4 reasons to welcome rejection
exclusively for pro members. log in here or 2022世界杯足球排名 today.

however, you may not intentionally approach each one of your client meetings as a sales call. by spending three to four minutes preparing before each interaction and by working through the three steps below, you will find your clients agreeing with you and buying into your ideas and services.
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bonus: specific tips on videos and visuals.

by marc rosenberg
the rosenberg practice management library

a few years ago, i was listening to the radio. the reporter was sharing the story of two young guys in manhattan who decided to open a pizza restaurant.

more: breaking it down: marketing job descriptions | how incentives for business development should work | marketing plans and why you need one | working business development into your day | how marketing systems produce business growth | 6 keys to developing new client prospects | protect and grow existing clients | the 4 marketing disciplines
exclusively for pro members. log in here or 2022世界杯足球排名 today.

now, as you know, pizza restaurants are ubiquitous in manhattan. these guys thought they would be a bit different from other pizza purveyors and promote their business entirely on social media. much to their delight, their posts got a phenomenal number of likes and comments. but to their disappointment, few people actually came to their restaurant to buy pizza. yes, you guessed it, they went out of business within a year.
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make sure what you’re looking for is what you want.

by marc rosenberg
the rosenberg practice management library

here are detailed job descriptions for two key positions in cpa firms: marketing director and director of business development.

more: how incentives for business development should work | is it time to hire a marketing consultant? |how to manage the practice development function | networking for fun and profit | 14 marketing activities needed now more than ever | now is the time to activate your referral network | the 4 marketing disciplines
exclusively for pro members. log in here or 2022世界杯足球排名 today.

for a cpa firm marketing director, the objective is to lead the strategic development, planning and execution of the firm’s marketing goals and action steps, all designed to continuously increase the firm’s revenue.
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you may be unique, but then what?

by ty hendrickson

why should someone choose to do business with you over someone else? have you ever sat down and truly thought through the answer to this question?

more: the abcs of exceptional cpa leaders | three w’s for networking the right way | the cpa firm partner’s role is changing | the no. 1 reason accountants fail to build advisory practices | 4 reasons to welcome rejection
exclusively for pro members. log in here or 2022世界杯足球排名 today.

whether you own your own accounting practice or are a part of a larger firm, this is probably the most important question you will ever need to know the answer to if you want to be successful.
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