Monthly Archive: November 2018

Feedback 0

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...

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...

0

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...

0

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...

asking questions 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...

Firm marketing goals 0

Successful proposals

Proposals that are well written, focus on the prospect’s real needs and are professionally presented are most likely to be short-listed for further consideration. But while your proposal must be good enough to move your firm to the next stage of the selection process, it is rarely the sole determining...

0

Marketing in a down economy

When the economy sours, a firm needs to modify its marketing and client development activities to deal with the new realities. When business slows down, accountants may tend to hide in their offices, ignore the outside world, and hope that business will improve. However, consider this an opportune time to...

0

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...

How to avoid running out of blog post ideas 0

Why firms should be blogging

Blogging is one of the most cost-effective strategies used to promote a firm’s online identity. It gives firms the potential to reach audiences on a larger scale, increase brand awareness and promote traffic to their website. However, managing a successful blog requires time, commitment and dedication from a firm. So...