Marketing

Vioxx Withdrawal Subject of SEC, Justice Department Probes

The Justice Department has issued a subpoena to Merck & Co.
A&A

Nurturing Your Own 'Green Grass', Six Ways to Reinvest in Your Current Clients

Imagine for a moment that your business is lackluster and your third-quarter sales numbers are not on track. What's that? You say you don't have to imagine? You're not alone. We may be on the cusp of a recovery, but many companies haven't yet gotten the memo. And if you're like many of your financially frustrated counterparts, your first instinct is to round up your sales team and send them prospecting for new leads. After all, your current client list isn't keeping you well-fed, so it's time to seek out greener pastures. Right?
Practice Management

Legal Expert Connections Launches Litigation Support Marketing for Accountants

A majority of the nation's top 100 accounting firms surveyed view litigation support and its close counterparts, forensic accounting and fraud investigation, as leading areas of growth for their practices, according to March 2004 survey results released by Accounting Today magazine. That's why Margaret Grisdela, president and founder of Boca Raton-based Legal Expert Connections, is carving out an accounting niche within her general expert witness marketing practice to capture the market in its relative infancy. Ms.
A&A

Two Steps to Improving Your Marketing Success

by Joel Sussman - Since the human brain seems to be able to focus on only one thought at a time, it's difficult to evaluate an advertising idea from the perspective of both a marketer and a customer. That's why it's necessary to use a two-step process when developing highly effective ads, sales letters, web pages, and e-mails. The first step involves creating a rough draft of your marketing message, while emphasizing the strong points and best attributes of your product or service.
Community News

Sure-Fire Selling Approaches For Professionals To Win More Business

By Allan S. Boress, CPA, CFE, and Michael CummingsWould you like to close more sales - faster -easier? Work with a better quality of client? Never be concerned about where the next client is coming from?Mistake #1 Selling On The Customer's TurfProblem: Professionals try to qualify and close at a prospect's office -- because it is more convenient for customers and makes it easier to get meetings.Solution: NEVER conduct the initial sales interview on the client's turf.If you do, two problems occur.
Community News

What's Your Marketing Attitude?

By, C.J. Hayden, MCC - Entrepreneurs pay a lot of attention to the mechanics of marketing. They take workshops, read books, and hire consultants to find out how to do the best job they possibly can. With my own clients, I often discover that their knowledge of marketing techniques is quite good already. What they might lack is the right kind of marketing attitude. Do any of the attitudes described below sound familiar? If so, you may be sabotaging your own marketing efforts.

The Road to Success; Growing Your Network

By Alvah Parker, Parker Associates "How do I grow my business through referrals?" "I was just downsized and need another job, what are your suggestions?" "How do I find that company?" These are the questions people ask me. While each question has an array of answers, one answer that comes up for all these questions is to network. Whether you are a business owner, work in business or are starting a new career, having a network of people to support you is imperative. A client told me she was concerned about her job.
A&A

Targeting the Best Prospects, Narrow Your Focus

Many partners think that selling to the widest possible market is the likeliest path to success. They are afraid to pursue a market niche because they fear they'll lose business by turning away customers. But this 'take all comers' approach is not very effective. It's hard to stand out when you market your business without a distinctive set of prospects in mind. Occupying a niche means you won't be competing with a lot of similar businesses solely on price.
Practice Management

The Firm of Tomorrow....Ready, Set…Grow!

By Gale Crosley, CPAFirst, Consider Hiring a Business Development Professional. For years, the Big Four have used business development professionals. Now, Sarbanes/Oxley and other environmental changes make it a wise best practice for mid-size firms, as well. Although smaller firms have greater potential to pursue larger, more sophisticated clients, they may lack the needed large opportunity development skills. But it’s more complex than simply hiring the right person.
Practice Management

Cross-Selling Services: Companies Should Serve Well, Then Sell

Companies that want to sell more products and services through their staff, should pay better attention to basic customer service if they want to succeed. A new survey by The Forum Corp.
A&A

The Value of Proactive Service in Your Accounting Firm

Clients want a proactive accountant. They want you using your expertise to look out for their interests and bring them benefits that they didn’t know to ask for. By being proactive, you show your initiative and you create added value.Reactive service gives you fewer opportunities to thrill clients. You have to wait until they ask for something. When you reach out, you not only have more control, you get more credit for taking the initiative. Proactive service thrills clients.For instance, at the new Park Hyatt Hotel in Japan, many staff members have two-way radios.
A&A

How Do Smaller Firms Compete?

By Bob Lewis Q: How can my two-person firm convince clients we can serve them?A: Have you ever heard of “spin?” Spin is how you position a situation. Is a half empty glass a positive or a negative? It depends how someone looks at it, and how the half glass is presented. As an example, at a restaurant, if you sat down and got a half glass of water, you would think it was odd (and not in a good, eccentric kind of way).
Practice Management

Ten Strategies for Client Retention

by Bea Fields Traditional marketing strategies encourage business owners to continually grow their businesses by adding new customers. In today's competitive world of business, it is more important than ever to aim for more transactions with existing customers by using the power of customer follow-up and attention to good service. These ten tips may help you in turning your existing customers into walking billboards for your business. Spend thirty minutes each day talking with two existing clients.
Community News

Regional Firm Raises the Bar for Competition With Web Site

Gilbert Associates, Inc. recently annouced the launch of their redesigned Web site at www.gilbertcpa.com With the use of streaming video, the firm's Web site now has the impact of a successful television and print campaign online. Managing Principal, Thomas Gilbert, provides a brief commercial on the homepage directing clients, guests and future employees to different areas of the site. Colleen Harrison, Gilbert Associate's Marketing Director commented, "We are extremely pleased to announce the completion of our Web site.
Practice Management

Top Ten Strategies for Boosting Small Biz Profits

by Bea Fields No matter what stage your small business is in, one thing is for sure: money matters! If you are in a slump, the fastest way to jump-start your sales is to reach out and touch as many people as possible using your unique talents and gifts. These ten tips will guide you to maximizing profits from your small business while becoming a biz expert one day at a time. Choose your words with care.Each time you speak, you have the chance to make or break your business.
Practice Management

Building a 'Ferrari' Referral Network: Fasten Your Seatbelts!

By Gale Crosley, CPAEver wish you could turbo-charge your referral efforts? The need for speed has never been greater for CPAs. If your referral program is plodding along when it should be setting the pace, there's good news: a network-building strategy that is innovative, focused and proven. Caution! This is not your father's Oldsmobile! No Free LunchCPAs have traditionally sought business through bankers and lawyers, what I call the "free lunch" program.
Practice Management

Do Your Retreats Advance Your Firm?

By, Bruce Marcus, The Marcus Newsletter We're in the middle of the retreat season. Lawyers, accountants and consultants will assemble, tie less, at fine resorts throughout the nation, to explore the futures of their firms and what can be done to sustain the present or alter the future. Good food, great weather, good golf and good sightseeing for the wives, with a couple of hours of serious business built in. Recharging the batteries, and maybe, the minds.
Practice Management

A New Era in Competing For Clients

By Bruce Marcus, The Marcus NewsletterThe conversations with Professor Philip Kotler, and Larry Smith’s findings and their interpretations in his book Inside/Outside, focus on what may be an unheralded change in professional services marketing.From the time of the Bates Decision (Bates v. State Bar of Arizona, 1977), which laid the groundwork for a new era of marketing for professional services, until now, professional services marketing has concentrated on the traditional tools of marketing – the press release, the newsletter, the seminar, the brochure, etc..
A&A

The Road to Success: Growing Your Network

By Alvah Parker, Career and Business Coach"How do I grow my business through referrals?" "I was just downsized and need another job, what are your suggestions?" " I want to work in the US but I need to find a company to work for that will sponsor me. How do I find that company?" These are the questions people ask me. While each question has an array of answers, one answer that comes up for all these questions is to network. Whether you are a business owner, work in business or are starting a new career, having a network of people to support you is imperative.

Tooting Your Own Horn

By, C.J. Hayden, MCC "If he who has a thing to sell goes and whispers in a well, he won't be so apt to make the dollars as he who climbs a tree and hollers!" -- Anonymous Every day in your business, something happens that others should know. You give exceptional service to a client; you reach out to a new type of customer; you demonstrate your expertise on an important topic. Yet most of the time, the only people aware of these significant events are the individual with whom you are speaking and you.

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