marketing

5 ways to attract higher-quality clients

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arrow hits target bulls eyefinding the sweet-spot for your target client.

by sandi smith leyva
the accountant’s accelerator

many accountants serve clients with extremely small businesses that gross six figures a year or even less. these clients are prone to being price-sensitive and often struggle with budgets and cash flow. if you’re serving these clients, you’re definitely meeting an important need in the marketplace, but you may also start to question your own prices, or worse, under-price your services. read more →

all great strategy starts with “why”

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what do we want people to know, think or feel as a result of our internal communications efforts, and why? by bruce w. marcus the answers to these questions are the foundation for any communications activity, internal or external. they … continued

a real-world approach for the smaller firm

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the myth of “niche marketing.” by bruce w. marcus there is much ado, these days, about niche marketing and target marketing and using mailing lists and knowledge management. how does it all come together to make sense for the smaller … continued

6 biz dev metrics accountants should measure

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business diagramme with magnifying glass, workplace businessman.yes, you can do marketing with a spreadsheet and a checklist.

by sandi smith leyva
the accountant’s accelerator

one way to help accountants embrace marketing is to fill training sessions with spreadsheets and numbers, things that most accountants love working on. there’s a lot of insecurity around learning marketing, but when accountants hear they need to do some spreadsheets first, they dive right in.

more on small-firm growth strategies: 5 areas to improve client acquisition success  |  are accountants newsworthy? you bet!  |  when accountants don’t know they don’t know  |  seven hot lead generation methods for accountants   |  what stage of business are you in?  |  8 essential ingredients for your new client welcome kit  |  4 ways small firms can surpass larger firms  |   rebuttal: the 3 most unused marketing methods for accountants

here are six numbers we suggest you track: read more →

your clients love you? what if you’re wrong?

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a short discourse on random and statistical risk. by bruce w. marcus professional services marketing 3.0 risks are different in context and magnitude. a good mathematician can often statistically quantify the boundaries of risk, such as telling you that one … continued

managing risk in client relations

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wishful thinking? by bruce w. marcus professional services marketing 3.0 卡塔尔世界杯常规比赛时间 research has uncovered the startling fact of the wide disparity between how accounting firm management perceives their own performance and how their clients see their performance. (join the … continued

the secret formula for getting new clients

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the 16-step plan to focus on landing one new client at a time. by bruce w. marcus professional services marketing 3.0 here’s a little secret about accounting marketing: it always comes down to selling the individual clients – one by one. more … continued

stop thinking like a cpa and start building a growth machine

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the four keys driving expansion at middletonraines.

editor’s note: in this first-person account, one of the profession’s most dynamic managing partners shares some of the methods behind his firm’s recent successes.

wesley middleton
middleton

by wesley middleton, cpa
managing partner, middletonraines + zapata llp

as the managing partner of a firm of 37 people, i have felt protective of the strategies we are employing to be successful. i think that is the cpa in me. we will have almost doubled in year two of our firm over year one at the end of this calendar year. how have we done that? by not selling, marketing or managing like a cpa.  read more →