Marketing

Practice

Customer Service is a Core Value, not a Core Chore

Take Marketing 101 and the textbook will tell you that good customer service is one of the primary components of any operation, but what about customer service within CPA firms or CPA-owned businesses?It shouldn't be any different.
Practice Management

CPA Firm Marketing Done Through E-mail Newsletters

Sometimes, the most inexpensive marketing techniques make the most impact, like the e-mail newsletter. Sure, all of us get some form of news bulletins via e-mail, so how do you make your newsletter different … and really stand out from the crowd?The trick is customizing your content and truly making the newsletter seem personal rather than spam mail.
Practice

The Biggest Myth In Sales

Did you hear the one about great salespeople being great talkers? They have the gift of gab and they dazzle their customers into buying anything. Some salespeople even believe it. It’s the biggest myth in sales. Here’s how it got started and why it is a myth.News travels fast. The poor salesman seems to leave a more lasting impression on the customer than the great salesperson, who makes selling look easy. Poor salespeople get remembered for their excessive talking and the word gets around.
Practice

PR Strategies

A strong public relations program can help your firm in many ways. It helps extend your advertising efforts, it lends credibility, and it helps brand your firm’s image in the marketplace. PR also can inspire your employees and reassure clients they are working with a world-class firm.Here are a few strategies to boost your PR program.Press ReleasesSet a goal of writing one press release a month. You can write about product changes and improvements; new employees, service awards, board of director nominations; and more.

Newsletters – To Have Or Not To Have

Newsletters are not inexpensive to produce or buy. A typical newsletter will cost a firm thousands of dollars per year to produce and mail. Make sure you are getting the most bang out of your newsletter buck!Why have one?If you have signed onto the newsletter bandwagon because your competitor had one, step back and analyze whether your newsletter is getting results. Do you hear from your customers more after an issue hits the mail? Do you have a fax-back from that allows your clients to easily reply to an article or other non-urgent subject?

Mars & Venus

Newsflash! Men are different than women and vice versa. In sales calls, you might want to take a look at an approach that embraces the subtle differences found in Mars and Venus so you write more business. A new book, GenderSell: How To Sell to the Opposite Sex, proposes that sales is a process of influence and each gender has its unique area of influence you should be targeting.
Practice Management

Never Make a Cold Call Again

Does this sound like a goal that’s too good to be true? It’s not, and you can make it part of your selling strategy. By learning the components of effective networking you can never make a cold call again. You also decrease the time it takes to close deals. The research on networking says that each person is connected through family, business or hobbies to a network of 250 people. Building your network should be your first priority, and here’s how to work the net.Where do I go? Networking opportunities abound. Begin with your neighbors and friends.

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