Sales and Marketing

In my column two weeks ago I offered to send a free copy of my Power Bites book and received over 150 requests.

I met someone last week and asked how she was doing with her accountant. She said everything was fine, but reduced the three interim quarterly visits to once every four months.

In today’s complex market, the old model no longer works

Marketing and branding efforts within professional service firms have historically been directly toward current clients, potential clients and referral sources.

Blogging is one of the most rewarding ways accounting firms can reach out to an audience of clients and potential clients.

New surveys offer proof of its increasing value to firms

In my early days I would get many leads for clients who told me they were switching accountants because they believed they were paying “too much tax.”

A significant amount of planning is typically involved before most major events. For example, the D-Day invasion was planned and scheduled with extreme detail months before its execution on June 6, 1944. Likewise, accountants each year experience a tax season that requires detailed planning and precise execution.

Too many firms are looking for value in all the wrong places

Branding. Advertising. Sponsorships. Those three activities were once the heart of accounting marketing. While they are still important, they are not currently driving most marketing activity. Today, it’s all about growth.