Marketing

Practice Management

And the Goal of Prospecting Is...

By, Keith Rosen, MCC - - Think about the intention or the end result of your prospecting efforts. It's probably not what you think.
Community News

Thirty-Five No-Cost or Low-Cost Marketing Ideas

By Michael Platt, Upstream MidwestCPA firms and businesses of all sizes are always looking for new ways to market their services and improve customer loyalty without spending all of their hard-earned money to do so. With this in mind, AccountingWEB offers 35 no-cost or low-cost ways to impress your clients and prospects and differentiate your organization so they will think of you the next time they have a need that you can address.Thank your clients for prompt payment.A simple idea, yet no one does it.
Community News

Four Basic Rules For Growing Your CPA Firm

By Steve McIntyre-Smith, President, MarketingForAcountants.comIn days gone by professionals NEVER did any marketing. In fact, it wasn't even allowed in most countries until the mid 1980's, and even then, only in a very conservative and restricted manner.Once open for business one simply put a brass nameplate outside one's office, had a letterhead and business card printed, called a few Bank Managers and other contacts and the work started to flood in.
Community News

Good Questions Uncover Client Related Problems

In his book SPIN Selling, Neil Rackham discovered that sellers are fearful of asking problem questions while buyers welcome them. Buyers report that professionals, who ask problem questions seem to understand the business, seem to talk about valuable things and are more interesting.
Community News

Five Ways to Build Your Business

by: Troy Waugh Is this going to be your year for turning the power of marketing and sales on in your business? If your answer is yes, here are five keys to success: Focus on client's profits, not your own. There is a limited demand for tax return preparation services and audits, but there is unlimited demand for accountants and consultants who can help clients improve net profits! If youare still focusing on increasing your billable hours, billing rates or net fees, it's time to reorient your thinking. 
Community News

Client Centered Referrals

By Troy WaughAs I discuss in my book, whenever you have a client in common with another service provider, it’s logical to get acquainted with that person so you can coordinate in serving the client. Get to know your best clients’ other professional service providers. We find lawyers, bankers, bonding agents, and insurance brokers among the best. They are open to you and will readily meet with you because of your joint client.
Community News

Keeping the Sale Going to Closure

By Allan S. Boress, CPA, CFESome buying situations take longer than others. How do you gain the advantage when the client is taking their time – and talking to others? It’s a fact - most CPAs are horrific at taking the sale from interview to actual closure (getting the client in a competitive situation). And let’s be clear – most CPAs do not engage in selling, they take orders. When they do have to compete against others, the chances are at least 75% they will fail (the average closure to a multiple selling situation based on 4 firms invited to propose). How do I know?
Community News

NJ Moving to Hold Professionals Accountable for Ad Statements

New Jersey’s legislature has taken steps toward ensuring that licensed professionals, including accountants, can be sued for false claims made in their advertising. According to the Courier Post in Trenton, the Senate Commerce Committee passed a bill that would hold anyone who has a professional or occupational license, a certificate of registration or a certification issued or renewed by a board. Professionals such as accountants, architects, doctors, lawyers, morticians, veterinarians and social workers accountable for false claims made in their advertisements.
Technology

Internet Providers Team up to Sue Alleged Spammers

Four Internet providers have filed a series of lawsuits accusing hundreds of people of clogging e-mail boxes with millions of unwanted e-mail solicitations.The four companies — Microsoft Corp., Time Warner Inc.'s America Online Inc., EarthLink Inc. and Yahoo Inc. — filed six lawsuits in the first test of the federal Can Spam legislation that went into effect Jan. 1, the New York Times reported.

Cross-Selling Tactics: The Two Major Objectives

by Phyllis Weiss HaserotCross-selling has been hailed as the most logical and natural way to expand business with your current client base. In most firms, large or small, the results have been underwhelming because of lack of information on capabilities, cooperation, and commitment to follow through. Here is how it should work.Cross-selling is a process with two major objectives: 
Community News

Why Can't CPAs Get Traction with New Services?

By, Gale Crosley, CPA and Consultant Not so long ago, the business of an accounting firm was as predictable as men's business attire. Tax preparation and audits were about as far as it went. Unfortunately, as firms have attempted to branch out into an array of related services, their experiences have been hit or miss. More often than not, the reason is that they are unfamiliar with some of the fundamentals in bringing a new service to market, and often incorrectly pattern their efforts after bringing products to market.

The Brand Called You: Manage Your Reputation

by Steven Van YoderEvery company has a reputation. Everyone you meet will form an opinion about your company, even if they have not done business with you yet. The challenge is to manage your reputation so that the opinion that people have of you is positive.
Education & Careers

Selling on the Inside: Attitude and Aptitude

By, Troy WaughBecoming an insider and selling to owners, board members and top management takes a unique combination of both attitude and aptitude. An attitude that you, as a businessperson, have the expertise and stature to converse with these top officers is crucial. But attitude is not enough. With a proper sense of self-worth you can start the conversation, but it takes real know-how to hold the attention of top officers.Attitude

Ten Tips For Successful Salary Negotiations

Be persuasive: It's hard to force your boss to increase your compensation, and trying to do so can potentially damage your working relationship. On the other hand, it's much easier to persuade him that it might benefit the organization to pay you more, and that doing so will likely improve the way you deal with each other going forward. Aim high, and be realistic: Many researchers have found a strong correlation between people's aspirations and the results they achieve in negotiation. At the same time, you want to suggest ideas to which your boss can realistically say yes.
Tax

Willie Nelson Returns as H&R Block Superbowl Spokesman

Remember that bad tax tip you got from your second cousin's husband? Or that home remedy your sister's boyfriend's aunt said would clear up that rash? Do you now wish you would have gone straight to the professionals for advice? You're not alone. For the second year, country music legend Willie Nelson is the centerpiece of the H&R Block Super Bowl commercial.
Technology

The Value of a Marketing Plan

By Noah B.
Technology

FCC Levies $5.4 Million Fine For Unwanted Faxes

Federal regulators have fined a California company a record-breaking $5.4 million for faxing unsolicited advertisements to consumers.The fine, levied against Fax.com, Inc. by the Federal Communications Commission (FCC), is the largest ever for violating do-not-fax rules passed by Congress in 1991, the Washington Post reported.The FCC announced its decision Monday, saying Fax.com had 489 separate violations, each carrying the maximum $11,000 fine.
Community News

Cause-Related Marketing: Embracing a Cause Just Makes Good Business Sense

Submitted by Steven Van Yoder Copyright 2003, Steven Van Yoder Altruism. Corporate responsibility. Philanthropy. These are often used to describe cause-related marketing, an activity in which businesses join with charities or causes to market an image, product, or service for mutual benefit. Embracing a cause makes good business sense. Nothing builds brand loyalty among today's increasingly hard-to-please consumers like a company's proven commitment to a worthy cause.
A&A

America's New Breed of Millionaire: How to Find and Sell to Them

By Kerry L. Johnson, MBA, PH.D. He probably wears a $50 watch. You won't see him on a yacht. But you would find him in his office commonly until 7:00 p.m. (even on Saturdays). He is more interested in his local rotary club than the polo matches.She uses her bank more for making investments than for borrowing. She would have been Robin Leach's last choice for a spot on "Lifestyles of the Rich and Famous." She is more interested in her family and coupon clipping than in champagne and caviar dreams. Sound pretty average, right?

Prudential Securities Named in Marketing Timing Complaint

Massachusetts Secretary of State William F. Galvin has charged Prudential Securities with late trading of mutual funds, a practice employed by some in the industry to bolster wealthy hedge fund customers.The practice has put the mutual fund industry under the microscope in recent months as regulators crack down on tricks used to help the wealthy and the mutual fund companies at the expense of the small investor.

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