eight ways to ‘max’

1. dive into growth essentials and advanced strategies.
2. develop bullet-proof plans.
3. prepare professionals for bringing in new business.
4. measure success with key performance indicators.
5. deploy ai and automation to revolutionize your efforts.
6. unlock your firm’s potential.
7. gain a competitive edge.
8. achieve the success you’ve been striving for.

six big takeaways

1. enhanced client acquisition and retention: by adopting effective marketing strategies, networking, and personalized client service, accountants can attract new clients and retain existing ones for long-term relationships.
2. increased profitability: through cross-selling, upselling, and developing niche markets, accountants can maximize revenue from each client and improve the profitability of their practice.
3. efficient marketing and business development: the handbook provides tools, strategies, and practical checklists to develop a cohesive marketing plan, ensuring all marketing efforts are aligned towards growth and measurable outcomes.
4. improved brand visibility and credibility: by engaging in thought leadership, content creation, and active networking, accountants can position themselves as experts in their field, enhancing their firm’s visibility and reputation.
5. cultivating a growth-oriented culture: it encourages accountants to establish a marketing culture within their practice, emphasizing accountability, skill development, and a focus on marketing as a core part of the firm’s strategy.
6. adaptation to market and technology changes: the handbook equips accountants with insights into leveraging technology, adopting new client service models, and staying ahead of industry trends to remain competitive.

ultimately, the handbook will help you grow your business, increase earnings, and build a sustainable, client-centered business that adapts to changing market demands.

included: the success guide action planning workbook

customizable workbook for self-assessments, goals, and action steps

not sold separately

max: marketing to maximize productivity, profitability and client retention 

look inside

• coil-bound, lay-flat for easy-open, generous margins for notes and plans. 267 pages.
• quickly find the section for fast answers and easy implementation.

part i: growth is more than just bringing in new clients

1. why we really need growth
2. what technologies you need to be successful
3. how to tier clients
4. client tiering examples
5. allocate firm resources to maximize productivity and profitability
6. how to disengage clients
7. sample client disengagement letter #1
8. sample client disengagement letter #2
9. how do you get the right clients?
10. non-marketing technology solutions for a cpa firm
11. mr. inside vs. mr. outside
12. marketing and firm lifecycles

part ii: growth strategies, tools, and checklists 

13. four ways to prepare professionals to bring in new business
14. marketing without tears
15. thinking strategically
16. get all the referrals you deserve
17. the 12 fundamentals of planning
18. four tips for developing your growth plan
19. how does your firm measure up?
20. five keys to success
21. marketing information at your fingertips
22. 11 strategies for small firms
23. the personal process
24. cross-selling and upselling
25. making your practice better
26. checklist of growth activities
27. trade shows are great tools, but…
28. progress reports and progress billings: part i
29. progress reports and progress billings: part ii
30. implementing change orders
31. growing your technology consulting practice: part i
32. growing your technology consulting practice: part ii
33. growth tools for your consulting practice: part i
34. growth tools for your consulting practice: part ii – email campaigns
35. growth tools for your consulting practice: part iii – the art of sales
36. maybe what you need is a marketing audit: part i
37. maybe what you need is a marketing audit: part ii
38. accounting practice building basics revealed
39. “sales” is not a four-letter word
40. 10 keys to a successful growth plan
41. make sure you know what you will get
42. client acquisition techniques
43. keys to client retention
44. sell the sizzle
45. the curse of a production orientation
46. the 11 pitfalls of mergers
47. lifecycle marketing
48. the secrets of great business developers
49. the cost of losing clients
50. service quality: key to client retention
51. growing technology services through workshops and training
52. how to become a solution magician
53. set your personal goals now!
54. practice-building strategies: part i
55. practice-building strategies: part ii
56. losing can help you win more
57. what makes a great website?
58. analyzing your firm
59. an age-old problem revisited: getting partners on board
60. 10 steps for developing a personal practice development plan

part iii: growth’s impact today

61. why pricing a marketing function
62. retaining clients through marketing
63. seven ways growth makes your firm a great place to work
64. measuring success: the 10 kpis
65. marketing’s role in staffing and recruitment
66. growth and your firm’s enterprise value
67. 20 questions to ask before starting your growth plan
68. how ai can help grow your firm

practical, pithy guidance on every page

“selling is problem-solving. nothing more and nothing less. it’s what you do whenever you help a client with a problem. if you have been a successful new business developer, you have been a successful salesperson.”

– page 153: “sales” is not a four-letter word

“you would think that you should get all the referrals you need if you do a good job. unfortunately, this is not always the case. sometimes, you must ask clients and referral sources for referrals. and many times, professionals just don’t know how to ask.”

– page 71: client retention and referrals

“don’t kid yourself: creating a great website takes time and creative talent. websites must also be updated constantly with new material… ensure you have clear answers to the following questions: who is your target market? what makes your services unique?”

– page 217: the importance of great websites

“satisfied clients are, and always will be, our best source of promotion.”

– page 207: client satisfaction as a source of promotion

“the secret of setting up appointments is not in the asking but in the listening. when meeting prospects, learn how to ask questions that begin with how, where, what, when, and why. such questions will get the prospect talking about themselves, their problems, and needs.”

– page 154: strategies for developing business

“what’s stopping you? set goals now!”

– page 210: the power of goal-setting

“remember, you will only be successful if you market without tears. so put the box of kleenex away!”

– page 69: marketing without tears

“the lesson here is to promote your consulting services as products. this will allow you the opportunity to build a relationship with the client and then acquire their accounting and tax work.

– page 137: promoting your consulting services

“clients don’t care what you do; they care what you do for them.”

– page 174: understanding client needs

ten steps for building your growth engine

by august j. aquila
from the introduction

congratulations! you put a lot of work and time into learning the technical aspects of your profession.

unfortunately, you didn’t learn how to build a professional practice, gain clients, and understand client needs. these skills are as important as being a good auditor, tax consultant, or management consultant.

building a growth engine for your firm can be complex and multifaceted. don’t become overwhelmed. you don’t have to do everything on the first day. this handbook aims to help you get started, expose you to proven and practical key concepts, and provide steps to consider when building a profitable practice.

let’s look at what you need to learn to be successful in today’s marketplace:

1. define your objectives. start by clearly identifying your objectives. what are you trying to achieve? increase profits, build brand awareness, generate leads, boost sales, or improve customer retention? setting clear goals will help you align your efforts and measure success.

2. know your target audience. you can’t be everything to everybody. you must understand who your ideal customers are. you can create buyer personas that outline their demographics, preferences, pain points, and buying behaviors. this information will guide your strategies and communications.

3. develop a strong brand identity. build a strong and consistent brand identity that resonates with your target audience, your partners and staff. define your brand’s mission, values, voice, and visual elements, such as logo, color palette, and typography. your brand tells the market what you stand for. consistency across all channels will also help establish brand recognition.

4. build an integrated growth strategy. create a comprehensive strategy that encompasses various channels and tactics. consider online and offline techniques, including digital advertising, content, social media, email, search engine optimization (seo), public relations, events, and more. each channel should work cohesively to support your overall objectives.

5. create content. develop high-quality and engaging content tailored to your target audience. this could include blog articles, videos, infographics, whitepapers, case studies, and social media posts. valuable and relevant content positions your firm as an industry thought leader and attracts potential customers. it also opens the doors to ideas and solutions to issues your client may not have considered.

6. leverage digital. establish a strong online presence by utilizing various digital channels. optimize your website for search engines, run targeted digital ad campaigns, engage with your audience on social media platforms, and leverage email to nurture leads and maintain customer relationships.

7. utilize automation and crm. gone are the days of individual rolodexes and partner databases. implement automation tools and a customer relationship management (crm) system to streamline your processes. automation helps with lead nurturing, email campaigns, analytics tracking, and customer segmentation. a crm system helps manage customer data and interactions, enabling personalized communications.

8. track and analyze results. it has never been easier to track and analyze results. monitor and analyze your efforts regularly to measure their effectiveness. use analytics tools to track website traffic, conversion rates, email open rates, social media engagement, and other relevant metrics. this data will inform your future decisions and allow you to optimize campaigns for better results.

9. adapt and evolve. be prepared to adapt and evolve your strategies as needed. stay updated with industry trends, consumer preferences, and technological advancements to ensure your growth engine remains effective and relevant.

10. don’t give up. remember, building a successful growth engine takes time and continuous effort. it’s important to test and refine your strategies, learn from your successes and failures, and stay agile in an ever-changing business landscape.

nine practice-building strategies

learn the quick, easy and systematic ways to…

1. keep in touch with former clients: regularly reconnecting with past clients can lead to new opportunities as they may need services in the future. send personalized notes expressing appreciation and keep them on your mailing list for events or newsletters.
2. call existing clients regularly: engage with major clients at least monthly and all clients at least twice a year. these conversations can uncover new opportunities to serve their changing needs.
3. ask for help: use current clients as a resource by asking them how you can improve and what additional services they may need. this feedback can be valuable in refining your practice and attracting new business.
4. networking and visibility: being active in professional organizations, community events, and networking groups can help you meet new prospects. participation in associations and community activities raises your firm’s profile.
5. presentations, speeches, and seminars: deliver presentations on topics relevant to your target market to establish yourself as an expert. these activities allow you to meet qualified prospects and can lead to new business.
6. write articles and thought leadership: publish articles in local newspapers, industry publications, and the firm’s website. this demonstrates your expertise and increases your firm’s visibility and credibility.
7. develop a niche market: specializing in a niche market can help you stand out as an expert. by focusing on specific industries or types of clients, you can offer tailored services that are more valuable to that market
8. utilize seo and social media: implement search engine optimization (seo) strategies to rank higher in search results and attract local business. leverage social media platforms to increase brand awareness and engage with prospects.
9. create a marketing funnel: develop a step-by-step process that moves prospects through awareness, interest, consideration, decision, and delight stages. this ensures a strategic approach to converting leads into clients.

seven strategies to grow profitability

1. create a client newsletter: a monthly or quarterly newsletter with relevant updates and insights helps keep clients informed and positions your firm as a valuable resource for financial and tax-related information.
2. use review websites: encourage satisfied clients to leave positive reviews on platforms like yelp, google my business, and trustpilot. online feedback builds your firm’s reputation and attracts new clients.
3. promote client referrals and reviews: by actively seeking referrals and online reviews, you create a credible source of client testimonials that can influence potential clients.
4. offer value-added services: review the additional services you offer to clients beyond accounting and tax. propose value-added solutions like financial planning, consulting, or technology services to deepen client relationships.
5. develop a personalized client experience: tailor your interactions based on individual client needs to enhance satisfaction and loyalty. clients appreciate personalized service and are more likely to refer others.
6. cross-sell and upsell services: introduce clients to other services you offer. for example, a tax client could benefit from estate planning or investment management services, creating opportunities for deeper engagement.
7. pricing strategies: analyze your costs, define your firm’s unique value proposition, and segment clients to establish differentiated pricing models. monitoring competitor pricing and adjusting accordingly helps maximize profitability.

three steps to build a growth culture

1. establish the culture: cultivate an internal culture where marketing is prioritized alongside technical work. regular discussions on marketing accomplishments and plans help maintain focus on growth.
2. integrated growth plans: develop cohesive plans that align all marketing activities, ensuring that efforts are not isolated but work towards a unified goal.
3. accountability and training: hold team members accountable for marketing actions and invest in training to improve marketing and sales skills across the firm.

top ten lists

because we love lists!

why ‘max’

1. boost revenue and profitability: learn how to strategically market your services to attract high-value clients and enhance profitability, ensuring sustainable revenue growth.
2. attract better clients: identify and target your ideal clients who are more profitable, challenging, and aligned with your firm’s goals.
3. streamline marketing efforts: the books offer proven strategies, tools, and checklists that help streamline marketing activities and ensure efficient use of time and resources.
4. enhance client retention and service quality: discover actionable techniques for retaining your best clients, increasing satisfaction, and maximizing long-term client relationships for sustained success.
5. learn from real-world strategies and examples: both books are filled with practical strategies, case studies, and examples tailored to accounting, tax, and cpa firms, helping you apply ideas immediately.
6. stay ahead of industry trends: understand how to leverage technology, ai, and other emerging trends to enhance your marketing efforts and stay competitive in a rapidly evolving market.
7. empower your team: with sections for individual and group exercises, the workbook allows you to engage your team, creating a culture of growth and shared responsibility in marketing.
8. develop a comprehensive marketing plan: step-by-step guidance helps you build a thorough and actionable marketing plan, covering strategy development, implementation, and performance tracking.
9. gain confidence in sales and business development: overcome the discomfort of selling professional services by mastering essential sales techniques and learning how to confidently market and promote your firm.
10. achieve personal and professional growth: you’ll achieve greater professional fulfillment and business success by setting clear goals, understanding your firm’s unique value proposition, and creating actionable steps.

top ten marketing strategies for cpa firms

1. client tiering: identify and categorize clients based on their value to your firm.
2. networking & partnerships: build strategic alliances with complementary professionals (e.g., financial advisors, attorneys).
3. referral programs: create a structured referral program for existing clients and partners.
4. content marketing: share industry insights via blogs, newsletters, webinars, and whitepapers.
5. social media engagement: use linkedin and other platforms to showcase expertise and connect with prospects.
6. targeted email campaigns: segment clients and prospects to deliver personalized and relevant content.
7. thought leadership: position your firm as an expert through speaking engagements, seminars, and publications.
8. client reviews & testimonials: collect and showcase positive client experiences to build trust.
9. seo optimization: enhance your website and content to improve search engine visibility for relevant keywords.
10. digital advertising: use targeted ads on google, linkedin, and industry platforms to reach your ideal client segments.

top ten client retention techniques

1. regular touchpoints: schedule consistent check-ins to maintain strong relationships.
2. personalized communication: tailor interactions to each client’s preferences and needs.
3. value-added services: provide insights and updates beyond tax and accounting compliance.
4. client feedback loops: actively seek client feedback and implement improvements.
5. client service plans: develop a customized service plan for key clients to address specific goals.
6. educate clients: provide training and informational resources that empower clients to make better decisions.
7. celebrate milestones: recognize and celebrate client milestones such as anniversaries or financial achievements.
8. exceed expectations: consistently deliver high-quality, timely, and accurate services.
9. proactive problem-solving: anticipate and address issues before they become major concerns.
10. cross-sell opportunities: offer additional services that align with the client’s evolving needs.

top ten tools for maximizing productivity and profitability

1. client relationship management (crm) software: track client interactions and manage relationships (e.g., salesforce).
2. accounting practice management tools: manage workflow, track billable time, and streamline operations (e.g., karbon, canopy).
3. automated marketing platforms: use software (e.g., hubspot) to automate email campaigns, social media posts, and analytics.
4. project management software: organize tasks, collaborate with team members, and set deadlines (e.g., asana, trello).
5. document management systems: securely store and share documents (e.g., docusign, sharefile).
6. data analytics tools: analyze financial data and performance metrics (e.g., microsoft power bi).
7. client portal software: provide clients with a secure platform to access documents and communicate (e.g., liscio).
8. time-tracking and billing software: ensure accurate billable hours tracking (e.g., tsheets, bill.com).
9. communication tools: streamline internal and client communication (e.g., slack, zoom).
10. proposal and engagement letter software: draft, send, and track proposals efficiently (e.g., pandadoc).

top ten questions to ask when creating a marketing plan

1. who is my target audience? define the specific industries, niches, or client profiles you wish to attract.
2. what are my firm’s unique selling points (usps)? identify what differentiates your firm from competitors.
3. what are my marketing goals? establish measurable and achievable objectives (e.g., number of new clients, revenue growth).
4. what marketing channels will i use? decide which platforms (social media, email, seo) will best reach your audience.
5. what content will i produce? plan topics and formats that resonate with your clients and prospects.
6. what resources and budget do i have? allocate appropriate resources (time, staff, budget) for marketing efforts.
7. who will be responsible for marketing activities? assign clear roles and responsibilities within your team.
8. how will i measure success? define kpis and metrics to track the performance of your marketing activities.
9. what is my timeline? create a timeline for each marketing activity, including start and end dates.
10. how will i handle lead follow-up? develop a process for nurturing leads and converting them into clients.

top ten techniques for cross-selling and upselling services

1. client needs assessment: regularly review your clients’ evolving needs to identify additional services.
2. bundling services: offer packages that combine complementary services at a discounted rate.
3. regular client review meetings: use annual or quarterly reviews to discuss additional services that may benefit clients.
4. educate on new services: share information about new services via newsletters, emails, or webinars.
5. create service roadmaps: develop roadmaps that show how your services can help clients at different business stages.
6. referral programs for additional services: incentivize clients to use more services by offering referral bonuses.
7. promote success stories: share case studies or testimonials from clients who have benefited from using multiple services.
8. upsell based on life events: leverage major client life events (e.g., starting a business, retirement) as opportunities to suggest relevant services.
9. train your team to spot opportunities: empower all team members to identify and act on cross-selling chances.
10. build trust first: ensure existing services are delivered effectively before suggesting additional offerings.

top ten client tiering strategies

1. analyze profitability: identify clients who provide the highest profit margins.
2. evaluate revenue contribution: group clients based on their total contribution to your firm’s revenue.
3. assess service complexity: segment clients by the complexity of services required.
4. review payment behavior: classify clients based on their payment history and reliability.
5. consider referral potential: evaluate clients’ ability to provide referrals or network connections.
6. assess engagement level: identify clients who actively engage and collaborate with your team.
7. review growth potential: highlight clients who have strong business growth trajectories.
8. evaluate brand alignment: group clients based on their alignment with your firm’s brand values and goals.
9. segment by industry or specialization: cluster clients within specific industries or niches you serve well.
10. create action plans for each tier: develop customized service approaches for different client tiers to maximize profitability and satisfaction.

top ten tips for developing a strong brand identity

1. clarify your brand mission: clearly define your firm’s mission and values.
2. identify your target audience: know exactly who you are marketing to and tailor your messaging.
3. create a unique value proposition (uvp): communicate what differentiates your firm.
4. develop a consistent visual identity: design a cohesive look, including a logo, color scheme, and typography.
5. craft a brand voice and tone: establish a recognizable voice in all communications, whether formal, friendly, or professional.
6. communicate consistently across all platforms: ensure branding remains consistent on your website, social media, and print materials.
7. focus on customer experience: deliver a client experience that reflects your brand’s promise.
8. use storytelling: share stories about your firm, client successes, and the impact of your services.
9. engage your team in branding: ensure that everyone in your firm understands and conveys the brand identity.
10. monitor and evolve your brand: regularly review your branding and make adjustments to stay relevant and competitive.

top ten kpis to measure marketing success

1. client acquisition cost (cac): the total cost to acquire a new client.
2. client retention rate: the percentage of clients retained over a given period.
3. lifetime value of a client (ltv): the projected revenue from a client throughout the relationship.
4. lead-to-client conversion rate: the percentage of leads that convert to paying clients.
5. return on marketing investment (romi): the revenue generated compared to marketing spend.
6. website traffic and leads generated: track visitors and leads from digital marketing activities.
7. engagement rates on social media: monitor likes, shares, comments, and overall interaction.
8. email open and click-through rates: analyze email campaign effectiveness based on opens and clicks.
9. sales cycle length: measure the time to convert a lead into a paying client.
10. net promoter score (nps): gauge client satisfaction and likelihood of referring your services.

‘max’ is your blueprint for transforming your accounting practice into a growth-driven, client-centric, and profitable business.

get ready to elevate your practice to the next level.

want to find out more? try asking ‘max’ (beta 1.0)

copyright ©2024 august j. aquila. all rights reserved. published by 卡塔尔世界杯常规比赛时间, an imprint of bay street group llc, new york, ny, usa.