Effective Employee Incentive Programs: Bring Out the Best in Your Firm

By Lisa A. Rozycki, Marketing Director, Reinsel & Company LLPIn a firm-wide marketing survey, employees were asked what would motivate them to market the firm’s services. Not surprisingly, the top two answers were "incentive compensation" and "recognition" for their efforts.Like many CPA firms across the country, we’ve had the standard commission structure on new business and cross-selling services to existing clients for a number of years. Three years ago, the paper forms that needed to be filled out for compensation almost never left the shelf.

Practice Idea: Getting And Using Testimonial Letters

CPA firm marketers have long recognized that THE BEST way to get new business is to have a current client refer you to a colleague or friend. Getting the right kind of referrals is the difference between getting "a foot in the door" and having your clients sell for you.Imagine your own buying behavior. If you were looking for an auto mechanic, you would ask your friends and neighbors who they use.
Community News

Karen Love of PKF Texas Wins Marketer of The Year Award

Karen Love, Director of Business Development for PKF Texas in Houston, has been named the 2002 winner of the prestigious "Marketer of The Year" award, presented by CPA Marketing Report and the Association for Accounting Marketing.

Association For Accounting Marketing 2002 Conference Sessions

The Association for Accounting Marketing (AAM), headquartered in Kansas City, Missouri, is the leading trade/educational organization for individuals working in marketing, sales, and communication for accounting firms.The June 2002 Association for Accounting Marketing Summit (AAM), held this year in San Antonio, Texas, featured over twenty five sessions for CPA firm marketers at all levels.Reports on the followi

Report From The Association For Accounting Marketing Summit

13th Annual Association for Accounting Marketing Summit Attracts Over 300 Marketing ProfessionalsBy Lisa A.
Practice Management

Selective Selling: When Times Are Tough, Make Your Standards Tougher

By Dave Stein, The Stein AdvantageDon't take on just anyone as a client or customer. Consultant, trainer and author Dave Stein offers a wealth of insights on who to avoid . . . and why.If you're in the position of having to bring in new business, you might be feeling a bit desperate. We all know times are tough and money is tight. It may seem that now is the time to take on any business that comes your way. After all, you still have revenue targets to achieve, expenses to cover and stakeholders to whom you must account. Well, hold on to your hat.

Tips to Help You Become a Better Networker

In today's competitive business world, the more contacts you have..the more people who know about you, your firm and what we do, your talents and abilities...the more opportunities you will have. For some people, networking comes naturally. They actually have fun networking. However, for most of us, networking is a learned skill and one that needs practice in order to feel comfortable and be effective. Try these tips to give yourself a jump-start and enjoy the rewards of becoming a Master Networker. 1. Develop The Right ATTITUDEYou have to want to make the effort!

Selling Against Goliath: How to Take On the 'Big Guys' and Win

Consultant, trainer and author Dave Stein shares some trade secrets on qualification and strategic competitive selling. Are you a salesperson representing a smaller company that competes against the "big guys?" If so, you probably find yourself feeling like the underdog in the age-old tale of David and Goliath. And-the story's biblical outcome notwithstanding-you've probably noticed that in today's hyper-competitive business world it's usually Goliath who trounces David. Sigh. Am I fighting a losing battle? you wonder.

Infuse Your Marketing Plan With Measurable Activity

By Lisa Rhatigan, Vice President Operations and Consulting, The Whetstone Group, Inc.It happens in accounting firms everywhere – partners tell you they want a positive substantiated ROI from their marketing efforts, but then allocate the majority of their marketing budgets to activities that can’t be measured. From memberships dues and advertisements to event sponsorships and the traditional catchall category “client meals and entertainment,” marketing plans everywhere are full of activities that, while valuable, can rarely be substantiated.
Community News

Dynamic Intuition: A Strategy for Business Success in the 21st Century

Submitted by J. RussellLooking for the next new business idea? It is a strategic process that works in a down economy, a stagnant economy and an up economy. It works in all economies because it concurrently focuses the company in two directions—inward (core competencies) and outward (marketplace definition) while empowering employees. When looking at the marketplace, it calls for the company to examine the future and look outside the norm.The status quo of business today is change. Accordingly, any modern business strategy must be dynamic and embrace change.
Community News

17 Ways To 'Retool' For Successful 21st Century Selling

Consultant and executive coach Dave Stein shows how to master the art of selling in a book that is enjoyable to read and filled with practical advice. Selling no longer means what it once did. Quick communication and instant access to information-i.e., the Internet-have created a brave new world for sales professionals. This "infoglut" means they must take on the job of sorting, interpreting, and winnowing the facts and presenting what's relevant to a client's bottom line. And there have been other big changes in the world of selling. Competition is fierce. Hype is rampant.
Community News

Seinfeld on Marketing For Professional Services Firms

by Allan S. Boress, CPA, CFE"Hey -- Did you hear the one about the guy who set up his kids' educational trust funds as tax exempt corporations because he knew that if any college accepted his children as students it would be pure charity on their part?"It's no wonder that you won't see stand-up CPAs on HBO.

Are You Providing Your Clients With The 'Right Kind of Counsel'?

By IntuitAdvisorThere are almost 17 million small businesses in the United States, (U.S.

Ten Steps to Branding Your Firm

by Terri M. Sommella, Sommella Market StrategiesStudies show that 75% of firms are either in the process of a branding campaign or are considering one. Why? Succinctly put, branding creates differentiation and client loyalty. It is the purposeful development of a personal relationship between the client and the product or service. A brand is not all consuming but rather, represents a piece of the whole, one aspect of the firm.
Community News

Consulting Spin-Offs Bring Ad Campaigns and Salary Cuts

As several Big Five firms prepare to spin off their consulting units, a pattern of belt tightening seems to be emerging to accommodate the huge investments in advertising and public relations needed to choose new names and create new brands.
Community News

Selling to Your Existing Clients

by Allan S. Boress, CPA, CFEOne of the biggest problems most professional firms have in selling is that they wait for their clients to approach them about additional service needs, rather than seeking them out proactively. This is especially sad, as there are so many more ways you can help your clients than ever before.
Community News

Create a Compelling Mission Statement For Your Firm

Most individual or corporate mission statements contain industry buzzwords, are so complex that no one can recite them, and do nothing to inspire. The more elaborate it is, the less likely it is understood and remembered. Having a clear and concise mission statement for yourself and your Company becomes your guiding compass as you journey through life.Your mission is larger than a job.Ideally your job will align with your mission. For example, you could be employed as a teacher while your mission is education.
Community News

Marketing Tip - An Opportunity You Can’t Afford to Miss!

With the recent Enron scandal and the industry eager to restore public confidence, big changes are likely ahead for firms that provide financial reporting services to public companies. Just recently, the AICPA Board of Directors approved a resolution to support prohibitions on auditors of public companies from also providing financial systems design, implementation and internal audit outsourcing.

Pennsylvania CPAs Promote Services Past April 15

The Pennsylvania Institute of CPAs (PICPA) recently rolled out an innovative program designed to help accountants promote their services beyond the April 15th deadline for personal income tax returns. As part of the program, PICPA makes available on its website a simple quiz on personal finance that was used in a Harris poll for the National Council of Economic Education.
Community News

Your Sales Prescription: The 'I Hate Selling' Action Plan

Excerpted from: The "I HATE Selling" Book, by Allan S. Boress, CPA, CFEEven with your busy schedule, you must create the time to sell new business by meeting clients, prospective clients, and referral sources for breakfast, lunch, or dinner. Set appointments today for the next four weeks. Do not be afraid to set these kinds of appointments for far in the future - your most precious asset is time and you need to plan these meetings.Technical skills are not enough anymore; to succeed in the long run, you have to bring in new business.


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