Monthly Archive: March 2018

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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...

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Eight essentials for your next email campaign

Every email marketing campaign a firm sends to clients is an opportunity to communicate with clarity to readers. The onus, therefore, is on firms to ensure that the correct tone and intent of the email’s message comes across to readers in the right way. Here is an 8-point email marketing...

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Credit control by phone

Credit control is an area of telephone sales that is often overlooked. Traditionally, professional firms have sent to clients an account of their fees, followed by statements at regular intervals. Unfortunately, this method does not guarantee timely payment, and extracting fees from clients can be a painful exercise. It is...

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Firm marketing goals

A firm’s marketing goals need to tie into and be aligned with your firm goals. A goal is simply a statement that states the direction of a firm in a particular area. For example, a firm might say: “Increase awareness of firm in three niche markets (real estate, manufacturing and...

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LinkedIn Showcase Pages

LinkedIn’s ‘Showcase Pages’ are designed to help firms and other businesses build audience engagement around the different products and services they offer. Showcase Pages were introduced when LinkedIn removed the ‘products and services’ tab on company pages. Now, Showcase Pages are the only option for firms wanting to display their...

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Handling eight common objections

Develop your ability to respond to common client objections by reading the following: Objection “I’m a small business and I don’t need all your sophisticated help.” Response “While this is true, there are services we can specifically offer to small companies like yours that will make a difference in your...

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Expanding your firm’s business; hunt where the ducks are

There are many factors that affect your sales, but the four most important are: the number of clients you have the number of services a client purchases the frequency with which clients purchase additional services the length of time clients remain with you Many accountants concentrate their marketing efforts only...

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Identifying the winners in your team

Results from a series of interviews of leading edge accounting firms show that there are ten important characteristics of successful people. You can use these for assessing staff. On a scale of 1-10, you should be looking for 7 or higher. 1. Committing to written goals for performance, and not...