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Developing your firm’s identity

As firms continue to develop their marketing abilities, the need for a unique identity becomes more crucial. Unfortunately, too many firms ignore this fact and fall into the trap of thinking that giving the best possible service will naturally grow the firm’s client base. Firms need to focus time and...

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The assertive accountant

There are accountants driven to secure good business and careful to keep it from slipping out the back door. There are accountants who are good technical people but who are tentative in marketing situations. And there are accountants who pay lip service to marketing, but who lack the time or...

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Turning client complaints into compliments

Employees frequently concentrate on the positive side of their conversations with clients, and often fear management disapproval if a complaint comes to light. This can often hinder what otherwise might have been healthy and useful criticism. Complaints can show a firm what needs to be changed, so accountants should work...

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Client satisfaction surveys

Very few firms have ever formally survey their clients, and even fewer have a plan to solicit feedback on an independent firm-wide basis. Some of the reasons given by accounting firms include: “The feedback won’t tell us anything we don’t already know.” “Now isn’t the right time.” “We’re too busy...

Why do accountants hesitate at the thought of predatory prospecting? 0

Why do accountants hesitate at the thought of predatory prospecting?

Even though a predatory approach is common in other industries, it is still comparatively rare in the accounting profession, and many accountants balk at the idea of taking clients away from other firms. Though there might be ethical considerations pertaining to particular cases, in general there is nothing unethical about...

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Firm rainmakers

Most successful professional services firms have a few stellar individuals who are talented at uncovering potential business opportunities and turning them into new sources of revenue. These are the rainmakers; the professionals relied on to develop new contacts, build the firm’s reputation, and create positive relationships to develop the existing...

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How to secure an appointment

Ideally, at some point after speaking with a prospect they will suggest a meeting, but it is more likely that you will take the initiative. Don’t rush, and don’t push! You should take the attitude that the benefit will flow from yourself to the prospect, not from the prospect to...

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Preparing for client interviews

Before embarking on an interview program, here are some preparation tips that help ensure success: Select the clients that warrant a personal interview. Ideally, these should be your largest clients or the ones that have the highest future growth potential. Develop a profile for each client you plan to interview...

When does a client consider changing firms? 0

When does a client consider changing firms?

The period of time during which a client is open to the idea of changing accountants is a window of opportunity for your firm. Generally, this window has two stages: The passive window of opportunity, when a client is not actively seeking a new accounting firm, but is open to...

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Improving email open and click rates

Open and click rates provide firms with key information about their email marketing campaigns. Open rates show how many email campaigns were opened by clients, and click rates show how many of these campaigns registered at least one click. These rates are an excellent indication of whether a firm’s email...