CPA consultant Alan Boress co-wrote a compelling and very readable book for accountants last year titled "Mastering the Art of Marketing Professional Services." The 413-page tome offers a valuable how-to primer for firms on the art of generating new business.
"New business is the lifeblood of every CPA and consulting firm," Boress noted in the preface. "Some CPA firms today are going out of business, being forced into mergers, surrendering superb talent, losing valued clients, being bought out, or slowly disintegrating before everyone's eyes because not enough new clients and profitable new work are coming in to sustain the firm and pay off the partners who want to retire."
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