Simply put, marketing accounting services consists of four steps: Informing as many people as possible of your existence Leading them to develop an interest in your services Persuading them to meet with you Move from client enquiry to client engagement Here is a simple ten-point strategy for achieving these objectives:...
For some reason, the accounting profession is riddled with marketing myths. Below are six common myths that do contain an element of truth, but can be quite damaging if taken too seriously. The best source of new business is from new clients This theory involves your new clients being so...
Small firms are truly limited. Marketing in a one-partner firm will be done by that one person. However, implementing the following ideas may develop more business. Your marketing power is in your backyard Most small firms don’t realise that their marketing power is right in their own backyard; existing client...
There are two broadly defined marketing techniques: vertical marketing and horizontal marketing. Horizontal marketing involves targeting a wide marketplace and vertical marketing concentrates solely on targeting one, specific marketplace. Accountants can take one of these two approaches, either aiming for sector dominance or trying to cultivate a broad range of...
Some small firms may feel that they can’t afford to invest a large sum of money in marketing or that they won’t be able to use marketing in an effective way due to having simpler, less ambitious goals than larger firms. But while their goals may be smaller and the...
Cross selling is an important revenue source for accounting firms. The concept of cross selling is simple: convince existing clients to use a firm in more than one practice area. Cross selling can result in additional revenue and help client retention by: Allowing an accountant to establish more points of...
Today’s accounting firms face a substantial multitude of information on how to establish and improve their current marketing programs. But since a firm’s competitors have the same access to the wealth of marketing information, it can be difficult for a firm to establish how they will stand out from the...
Some firm professionals may find it difficult convincing other colleagues and staff members that setting up a marketing program is a worthwhile exercise. This may be because they do not believe that marketing is a priority. But widespread support within the firm is vital to a marketing program’s success. Below...
A marketing budget is an important tool for allocating a firm’s resources and controlling what is spent on specific marketing projects throughout the year. But sadly, they are often the first thing to be cut from a firm’s budget. Marketing budgets are usually created in association with a firm’s marketing...
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...
