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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...

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Don’t depersonalise your client meetings

The interactions between clients and industry professionals have expanded over time to include emailing, phone calls and even instant messaging. But while these channels are efficient and easy to use, it’s important for firms not to overlook the advantages of scheduling regular face-to-face meetings with their clients. Considered by some...

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Creating a marketing budget from scratch

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...

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Communicating with clients

Communicating well with clients doesn’t always from naturally to accountants. But sadly, accounting is largely a people based industry, and more often than not, accountants will often rely on their technical skills, rather than their personal skills when engaging in communication. Here are some tips for maintaining and improving communication:...

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Selling fundamentals to consider

The purpose of the sales process is to communicate yourself and the benefits of your firm more effectively to a prospective client. But before looking at the actual sales process, it may be helpful to examine some of the basic fundamentals needed for a successful sales strategy. Trusting yourself Trusting...

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Client service focus makes all the difference

The strength and survival of a firm depends on its ability to be relevant to its marketplace and the needs of its clients. Professional firms are defined by the markets they serve. In such a competitive environment, the success of a firm is dependent upon knowing what the client needs...

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Active listening gets results

Active listening skills help to demonstrate a firm’s ability to meet a prospect’s needs. Good listening plays a large role in developing a close personal relationship with a prospective client. The goal of a first meeting with a prospect is to build a relationship by conveying your sincere interest in...

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Prospecting and accountants

Prospecting is probably the least understood aspect of practice development among accounting firms. Yet it is the most important stage in acquiring new clients. If accountants lack a prospecting program, they risk limiting themselves to the people they happen to meet as a source of potential clients. Despite the fact...

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Client satisfaction surveys

The success of a client satisfaction program relies on an accountant’s ability to do three things. Gather qualitative and quantitative assessments of a firm’s service performance from clients on a regular basis. Report on the results of these assessments to all interested stakeholders. Act on the information received. All surveys...