Category: Marketing 101

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A client-centred approach

The key to successful client relations, and therefore to continued growth, is to develop a client-centred approach throughout the firm. This helps to create a dynamic, entrepreneurial feeling within the firm and enthusiasm and interest within the client base. This in turn will ensure a steady stream of quality referrals....

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What impression does your reception area create?

Have you ever heard the expression “you never get a second chance at a first impression”? It may only take a quick glance, a lingering look or perhaps their overall experience in your reception area for your clients to form their underlying opinion of your services. For some clients, the...

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Creating a marketing culture

In professional service industries, it is all too common for firms to neglect their marketing needs. When you have a reliable client base and are comfortable in your role, marketing can seem like an unnecessary undertaking. Unfortunately, in today’s increasingly globalised and online business environment, financial services providers are faced...

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Common sales objections

When selling your services, you will find that you face the same objections again and again. Here are some of the most common, some insights into the reasons for them, and ways to deal with them. ‘Your firm is too big’This will come from small businesses worried that they will...

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An introduction to prospecting

Prospecting is probably the most mundane, least understood, and consequently the most ignored aspect of practice development among accounting firms. It is also the most important. No matter what level of sales skills, client skills, or people skills you have, without prospective client opportunities your growth will be severely limited....

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Turning contacts into prospects

Put simply, prospecting is locating and meeting potential clients. It is a process, not an event – it goes on all the time in almost any circumstance. You can network anywhere. You will always have something in common with the people around you. If you have to queue at the...

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Acquiring and maintaining prospect information

Having knowledge of your prospects is crucial if your prospecting campaign is to succeed, but equally crucial is to ensure that the information you hold on your prospects is accurate, up-to-date, and easily retrievable. To do this you need to follow a four-step process: Develop a list or lists of...

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The five grades on your invisible report card

The hard part in obtaining favourable judgements is making sure clients and others perceive all you have done for them – in other words, getting credit for what you have done. There are five principal dimensions to service quality: Reliability: is the ability to provide the promised service dependably and...

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What clients want and what you should offer as their accountant

Marketing starts with the needs and wants of clients as they perceive them. It is therefore important to understand what clients and prospects want from you as an accountant. This includes the following: Back to basicsIt is possible lose sight of the basic reason why clients need accountants; it is...

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Hands-on marketing for the small to mid-sized firm

Just because you are a small or midsize firm does not mean that marketing cannot work for you. There are advantages and disadvantages to being a smaller firm. Learn how to emphasise the advantages and downplay the disadvantages. Marketing is what you do in order to get a new client...