cpa firm growth: keys to practice development

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this is the  practice manual for practitioners who want to:

• get in the game.

• take it to the next level.

• stop failing at practice development.

from practice-proven basics to cutting-edge innovations

this isn’t pie-in-the-sky theory.

“cpa firm growth” provides cutting-edge advice from highly acclaimed and experienced cpa practice consultants, and represents the culmination of decades of collaboration among three industry thought leaders who have built their careers helping accounting firms grow.

marc rosenberg, veteran cpa firm consultant and author of the rosenberg practice management series, is joined by co-authors jeffrey s. pawlow and charles hylan, cpa, of the growth partnership, pioneers of the proprietary “spotlight” marketing discipline that has helped hundreds of firms achieve their highest potential.

position your firm to survive the upcoming disruption

 as you consider how to best prepare for the disruption ahead, ask yourself the following questions:

• why would a client choose to pay me (or my firm) a premium fee in the face of lower-priced competition?
• do we have systems in place that focus us on driving value into the handful of relationships that matter the most?
• do we practice synergistically?
• are we accountable to one another?

when you can answer “yes” to the questions above, you’ll be ready to successfully navigate the disruption ahead. welcome to the knowledge worker age!

insight and guidance on every page

– how to command premium fees, page 7

– the power of synergy in teamwork, page 8

– the eight success skills they don’t teach in accounting school, page 15

– what great firms know that others don’t, page 16

– what clients really, really want, page 17

– how to find riches in niches, page 19

– why everyone is a rainmaker, whether they know it or not, page 25

– who’s responsible for making things happen, page 33

– whose “book-of-business” is it, anyway? page 39

– how mergers and acquisitions can help or hinder, page 40

– holding partners accountable, page 50

– training staff to bring in business, page 67

– form industry roundtable groups, page 74

– learn how to build a database of niche market clients, prospects and referral sources, page 91

– use a niche blog or newsletter and social media to get your name out there, page 99

– write journal articles for niche publications, page 101

–  conduct and publish an industry survey, page 144

– establishing your unique expertise, page 156

– why complacency can be fatal, page 164

– join trade associations in a niche and play a leadership role, page 173

– building teams to surround clients with amazing service, page 180

– send out targeted mailings, page 182

– give speeches at niche conferences, page 188

– create a specialty website on the firm’s general site or a separate website altogether, page 200

– making compensation a part of the new system, page 215

 

contents, from soup to nuts

(just a sampling)

chapter 1: the upcoming disruption

will robots take my job? the knowledge worker age

chapter 2: overview: practice development

the current landscape

the skill and availability gap (sag)

how firms benefit from revenue growth

chapter 3: definition of terms

accountability

branding

client vs. prospect

cross-selling vs. upselling

marketing vs. selling

rainmakers

business-getters

mist-makers

chapter 4: history of practice development

the 1980s

the 1990s

the 2000s

what firms should learn from the history of pd

chapter 5: specialization and niches

the importance of specialization and niches

15 powerful niche marketing practices

chapter 6: practice development framework

baseball and business development

chapter 7: discipline 1 – grow existing clients

the loyalty effect and net promoter score (nps)

client spotlight

missing services matrix and cross-selling

focus on your best clients

chapter 8: discipline 2 – referrals

networking

chapter 9: discipline 3 – developing prospects

pipelines

chapter 10: discipline 4 – support activities

seminars and conferences

articles

roundtables

blogs and newsletters

brochures and direct mail

chapter 11: final stage – enabling systems

creating individual marketing plans

mentoring and coaching

setting a marketing budget

the most effective marketing activities, by rank order

hiring a marketing consultant

crm systems

the proprietary able system

chapter 12: business development training

a questioning process for cpas

business development training for staff

networking

rainmaking

chapter 13: branding and differentiation

differentiation

building your brand

chapter 14: management of the pd function

what is a marketing plan

key elements of cpa firm marketing programs

hiring a marketing director

outside marketing consultants

lead generation

chapter 15: marketing job descriptions

marketing director

director of business development

compensation systems

chapter 16: social media

the pizza story

do’s and don’ts

chapter 17: websites

why every firm needs one

13 website tips

chapter 18: practice development nuances

entitled rainmakers

retired partners’ involvement

how technology helps firms expand nationally

chapter 19: 30 marketing best practices

vision for growth

focus on relationships

analyze your pricing

compensation and bonus systems

staff training

time

focus

attitude

game plan

 

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