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A bare bones marketing program

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...

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Getting the most out of your surveys

Conducting a survey is one of the best ways a firm can collect meaningful data from clients. When carried out properly, surveys can provide firms with the kind of information needed to improve a firm’s services, products and interaction with clients. But when they are poorly organised, firm surveys can...

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Segment your way to success

Firms looking to improve their email marketing response rate should consider segmenting their audience list. Segmenting is the process of dividing an audience list into subgroups. It allows firms to send specific or targeted emails to a specific group or targeted individuals who may be more responsive to firm messages....

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To network or not to network?

Networking can be an effective marketing strategy for many accountants. It is the process of establishing personal relationships with individuals who could become clients or who are in a position to refer potential clients. But despite its proven advantages, networking doesn’t always guarantee success for a firm. Although it can...

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Selling accounting services

Most accountants already have a certain level of sales ability. Their client portfolio is a testimony to that. Accountants will acquire different clients based on their sales ability, and they will lose others if their communication skills need improvement. Accountants do not sell services; they provide solutions that clients want...

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Client service opportunities

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...

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Prospecting: Getting started

The first step for a firm that is targeting prospects is to identify the different groups of prospects, and decide how they are going to be targeted. Directly targeted prospectsThese are the small groups of companies that firms should personally target for approaching during the year. Firms need to select...

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How happy are your clients?

It is quite common for clients to leave a firm for service delivery or work quality reasons. However, many clients will not openly complain about the service they are receiving. Instead, they will start asking how much you charge for services or simply take their work elsewhere when they believe...

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Stand out in the crowd

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...

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Promoting marketing in a professional firm

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...