Marketing

Technology

Four Prominent Consultants Join Forces

Four of the most experienced and knowledgeable consultants in the accounting and financial services industry have joined forces in a collaborative new venture called The Advisory Board.Founding members of The Advisory Board include:L. Gary Boomer, CPA, CEO of Boomer Consulting in Manhattan, Kansas, email: lgboomer@boomer.comAllan D.

Words That Kill

Words that kill a direct marketing campaign are easily avoided, but are they? Do you know which words will foil your next direct marketing piece? On average, you have about 10 to 20 seconds to grab your prospect’s attention.When you are talking to a business to business prospect, it’s about them. Make sure you beef up your market-tested winners and leave the negative ones at the door. One marketer estimates that one word change in his direct marketing campaign dropped results by 60 percent.
Practice

Great News!

This is the third in a series of editorials by Results Accountants' Systems.This has been my week for great news (more about that soon).It’s also been my week for a quarterly check-up at the doctors. And as I was sitting there in the waiting room (why can’t doctors see you on time?). I thought about being a doctor and the parallels between being a doctor and being an Accountant in Public Practice.There are two that I thought of. First, a sign I saw in a medical practice several years ago.
Technology

Not-For-Profit Information Bonanza!

If you work with not-for-profit organizations and are looking for comparative financial information, or you are looking to develop a not-for-profit niche and want to identify prospects in your marketplace, your search is now over.A web site designed to give contibutors access to financial records of the organizations they want to help can also be a boon to the accounting firms who are looking for comparative information from similar entities.Guidestar describes its mission as helping "to improve the effectiveness of the nonprofit sector through the

Poll Shows Accountants at Top of Approval Rate

A new survey conducted by MarkTrend Research of Vancouver shows that British Columbians publicly approve of Certified General Accountants (CGA). The trust factor is well intact for these professionals, according to the survey.The survey ranks eight different groups and this year’s survey puts accountants, police officers, doctors and educators among those most highly revered. The researchers interviewed 503 people in random telephone interviews.
Community News

The Keys To Differentiation

Suzanne Lowe, President of Expertise Marketing, recently led a workshop for AccountingWEB entitled Differentiation: The Key to Success For Accounting Firms.The workshop was based on the results of the firm's study "Differentiation: How Are Professional Service Firm

New Site Promises Hot Leads for Accounting Firms

Companies looking for just the right CPA or accountant may be turning to the Internet to find one. A new site allows companies to sign on and register themselves so accounting firms can call on them. For accounting firms, the promise is hot leads and low costs.Accountingleads.com is a site geared toward uniting public accounting firms with prospective clients. Companies simply log on to list their companies and their accounting opportunity. Accounting firms then go there to find out how they can help the prospect with their accounting needs.

The Firm That Has No Meetings

Imagine it — a multi-partner firm with no partners' meetings.Some would say, "thank Goodness!

My God, I've Never Experienced That Before!

"My God, I have never experienced that before!"Hearing a client say that about your services is music to the ears. But what inspires a client to say that about you? What is it that sets you and your services apart from the competition?Rich Durkin, a Business Development Specialist for Results Accountants' Systems believes that the answer lies in how you define and articulate your Unique Core Differentiator, that thing that really sets you apart from your competitors.
Technology

Internet Tip: Real-Time Market Research - QuickTake.com

I saw an ad in an airline magazine this week that intrigued me. Billed as "20/20 Hindsight Up Front and Online," QuickTake.com is a new service that conducts online surveys and market research based on parameters that you identify. For a fraction of the cost of traditional research methods, QuickTake.com can help test new business concepts, gauge market potential, determine attitudes towards a service or stance, and validate within hours other research conclusions during the roll out of a new product or service.
A&A

Further Defining 'Value Added'

Sylvia Pate of QuickSilver Consulting gave an encore performance this week to her initial workshop session on Value Added services. This week's session focused on the incremental efforts that add value.
A&A

Money-Saving Tips for Focus Groups

Who has time to do research in today's rush-rush environment? None of us, of course--but if companies don't make an effort to perform some type of testing prior to implementing a new service, they could lose out on collecting valuable data that could potentially end in mixed results.One way to accomplish short-term research is through a Focus Group, a meeting of unbiased individuals who can provide feedback, personal feelings, expectations and other factors related to a potential product or service.
Practice Management

Would Clients Notice If You Dropped Dead Today?

A morbid topic? Not really. Even so, I am reminded that one of my friends once told me that the number of people who turn up to your funeral is directly proportional to the state of the weather on the day. Not really a comforting thought is it?But seriously, would your client notice if you had expired, if you had gone to meet your maker or if you received a call from The Man Upstairs this morning?Truth is, they probably would.

Press Releases Trade Secrets

I just had to giggle when I attended a recent “Meet the Press” meeting in my large metropolitan city. There were lots of “do this, but don’t do thats" floating around the room. If anything came out loud and clear it was that reporters are busy. I know that’s not news to you or me – after all we are busy too – but reporters are living in a warp-speed world. They are living in the Internet world where time goes seven times faster than for those of us on the ground.

Finally, "Value Added" Makes Sense!

The AccountingWEB community is grateful to Sylvia Pate, principal at QuickSilver Consulting, for leading a workshop on adding value to client services, and creating a REAL DEFINITION of "Value Added" in a way that we can all understand, communicate and measure.First, let's look at the Value Equation: the framework to make value-add decisions for your clients and firm.The Value Equation

Tools To Develop Winning Sales Proposals

Bob Kantin, President of SalesProposals.com, a sales and marketing consulting firm in Dallas, presented a workshop for AccountingWEB this week on writing winning proposals.Some key points that were covered:Understanding the difference between transaction sales and complex salesWhen to use a boilerplate proposal and when to develop a strategic proposalConnecting the consultative sales process with the proposal development process
Practice Management

Avoiding the Pitfalls of Web Site Development

Because I have helped develop a couple of Web sites – one large in scale and the other pretty small – I have a sense of how frustrating and confusing Web site development can be. Not only are you working with another "language," but the variables are unlimited and the costs can be, too. Web developers can charge anywhere from $500 to hundreds of thousands of dollars to build your Web site. Use these ideas to make your next Web site development project run smoothly.The key to Web site development is planning.
A&A

Tips for Selling to Women Business Owners

Gerry Myers, President of the Myers Group, a consulting firm specializing in women owned businesses, led a discussion in this week's AccountingWEB Workshop on tips for selling to women owned businesses.Some interesting ideas and trends that she provided about selling to women should be reviewed carefully:90% of all women will be responsible for managing their own finances at some point in their lives.Given their traditional investing and savings patterns, women retiring in the next 20 years

Client Advisory Board Follow Up Materials

Below you’ll find information provided as a follow up to the Client Advisory Board chat session held February 1st. For more information on conducting CABs with your clients, please call Results Accountants’ Systems at 1-800-800-5601 or visit our website at www.ras-net.com.Client Advisory BoardsImagine one of your clients sitting down at a luncheon with several other business owners. The subject of accounting services comes up.

Business Card Turn CD Makes Great Marketing Tool

Have you seen them? There are now business cards that look like a traditional business card, but they make the leap to CD ROM to actually “tell” your story. Internet strategy consulting firm, Successful.com, offers the cards and suggests other ways the cards can be used to develop profit centers.The business card sports company logo, address and contact information on the front, but the back can hold up to 40 Megs of data including HTML, graphics, audio, video and presentation files.

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