Category: Marketing 101

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The bane of professional complacency

In stark contrast to the accountant committed to aggressive marketing is the conventional partner ensconced in a comfortable position in a traditional firm. She has an above-average income, a good home and a family of whom she would like to see more, not less. Her future seems secure, with the...

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Improving your firm’s image

Consider improving your firm’s image in the following areas: PremisesA firm’s premises should be maintained in good order and be of smart appearance. The reception area is an asset in that this is the first place clients see and it should be kept in good order, of smart appearance and...

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Dealing with difficult clients

Despite your courtesy, respect, careful explanations and good listening skills, some clients can be difficult. Most professionals have had to deal with difficult and demanding clients during their careers. In some cases, the aggravation and stress may have caused you and the client to go your separate ways. Many times,...

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Effective proposals

If your firm is like most accounting firms, your proposals look a little bit like this: 90 per cent of information is about your firm: the proposal starts with a history, why your firm is qualified, etc. and ends with a set of bios on your firm’s professionals 10 per...

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Blogging: What is it?

A regularly updated blog gives firms the opportunity to boost their SEO ranking and communicate with clients online. A blog is a collection of articles or posts which are targeted to a particular industry. For firms, it is a communication tool that can be used to provide online clients with...

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The secret of sales success

The secret of sales success often comes down to having two goals; to get in the door and to secure the prospect. Getting in the door To get in the door, try a the three-step approach of: Try to make direct contact with the prospect. Are they approachable? If so...

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The importance of follow-up

Many accountants feel that a prospective client should be ready and able to sign with them after one meeting. In an ideal world, this would be the case, but in reality, it can take a number of meetings before a prospect feels ready to sign. Here are some tips to...

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How clients choose accountants

Most prospects find it difficult to evaluate an accounting firm. They understand little or nothing about the accounting process itself and so do not feel they can evaluate a firm simply by asking the right questions. Because of this, many clients may look to use external measures to evaluate an...

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The importance of motivation

Motivation is the fundamental driving force behind successful marketing. Motivation is fueled by the desire to grow, and the belief that you can engage larger clients and provide them with the services they require. This desire and confidence is the root of the marketing mentality. Many accountants these days pay...

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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....