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Bull's-Eye! The Ultimate How-To Marketing and Sales Guide for CPAs

  • ID: 3894164
  • Book
  • 464 Pages
  • John Wiley and Sons Ltd
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Sponsored by PCPS and the Association for Accounting Marketing

Whether your firm is getting back into the full swing of marketing and you are looking for some new ideas to jumpstart your sales efforts, or you are getting serious about business development for the first time, this book is designed for you. Its purpose is to inspire, teach, and provide you with practical insight to help build results–oriented marketing and sales programs in your organization.

Bull s–Eye is a collaboration of 37 of the industry s most successful marketing and sales minds. Collectively these gifted professionals have served as pioneering practitioners inside the profession, and as outside advisors and thought leaders for hundreds, even thousands of CPAs and their firms. They give you an insider s view of what it takes to build marketing initiatives that produce results. Through the principles, best practices and case studies shared in the book, you can see success doesn t happen by chance, but through careful planning, development, and implementation of well–designed processes, systems, and tools.

This compendium of marketing know–how shows you how to build your marketing team, implement marketing techniques that get you noticed, connect the dots between marketing and sales, measure results, and much, much more.

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Preface  xix

Marketing is Cool Again!

Acknowledgments  xx

About the Editor xxi

About the American Institute of Certified Public Accountants  xxi

About the Association for Accounting Marketing  xxi

Part i: Are You Ready?

Chapter 1 Does Your Firm Have the Right Culture for Success?By Tracy Crevar Warren

Chapter 2 Marketing and Sales 101: A Primer for CPA FirmsBy Tracy Crevar Warren and Jamie Trayner

Chapter 3 The Integration Imperative: Erasing Marketing and Business Development SilosBy Suzanne C. Lowe and Scott Jensen

Part ii: Getting Started

Chapter 4 The Marketing Plan: An Audit–Based ApproachBy August J. Aquila, PhD

Chapter 5 Developing a Personal Marketing PlanBy Tracy Crevar Warren

Chapter 6 Marketing an Industry or Service SpecializationBy Jean Marie Caragher

Chapter 7 Marketing for the Multi–Office FirmBy Katie Tolin

Chapter 8 Budgeting Techniques for Today s CPA FirmBy Art Kuesel

Part iii: Building the Team

Chapter 9 Your Leadership Makes Business Development HappenBy Melinda Guillemette

Chapter 10 A Buyer s Guide to Hiring a Marketing ProfessionalBy Sally Glick

Chapter 11 The Firm Administrator as Marketing DirectorBy Diane Paoletta, CPA

Chapter 12 The Case for Utilizing a Sales Professional at Your FirmBy Christopher J. Perrino

Chapter 13 The Outside Consultant: More Than an ExpertBy Cheryl Bascomb

Part iv: Marketing Techniques that Get You Noticed

Chapter 14 Why Should I Consider Advertising?By Joe Walsh

Chapter 15 Successfully Branding Your FirmBy Allan S. Boress, CPA, CVA

Chapter 16 Getting Your Name in Lights With Public RelationsBy Christine Heirlmaier Nelson

Chapter 17 Adding Social Media to Your Marketing MixBy Joe Rotella

Chapter 18 Guide to an Effective CPA Firm Web SiteBy D. Michelle Golden

Chapter 19 Effectively Using Direct MailBy Marsha Leest

Chapter 20 Guidelines for Effective BrochuresBy Amy M. Clutter

Chapter 21 Newsletters That Get NoticedBy Sally Glick

Chapter 22 Databases That Fuel Your Marketing EffortsBy Michelle Class

Chapter 23 Creating Opportunities Through Community EngagementBy Karen Love and Raissa Evans 265

Chapter 24 Referral Source Development: The Most Powerful, but Underutilized Business Development TacticBy Eileen P. Monesson

Chapter 25 Utilizing Seminars to Build Your PracticeBy Leisa Gill

Chapter 26 Building Opportunity Through Trade ShowsBy Colleen Rudio

Part v: The Handoff Connecting the Dots between Marketing and Sales

Chapter 27 From Opportunity to New ClientBy Gale Crosley, CPA

Chapter 28 Creating Proposals That WinBy Dawn Wagenaar

Chapter 29 Win More New Business With Effective Sales ManagementBy Rick Solomon, CPA

Chapter 30 Cross–Serving Clients: Integrating Sales and Service DeliveryBy Russ Molinar

Chapter 31 Sales Training: The Key to Better Service and Better ClientsBy Rick Solomon, CPA

Part vi: Measuring Results, Communicating, and Rewarding Success

Chapter 32 In–House Marketing Communications That Foster SuccessBy Jill R. Lock

Chapter 33 Effective Employee Incentive Programs: How to Bring Out the Best in Your FirmBy Lisa A. Rozycki

Chapter 34 Marketing and Sales Metrics Matter: Measuring Results, Calculating Return on InvestmentBy Mitchell Reno and Tracy Crevar Warren

Part vii: Delivering and Measuring Client Service

Chapter 35 Gaining Client Feedback to Strengthen Your PracticeBy Linda Slothower and Julie S. Tucek

Chapter 36 Developing a Service Excellence Plan for ClientsBy Susan Wylie Lanfray

Chapter 37 Letting Go: Evaluating and Firing ClientsBy Mark Koziel, CPA

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Tracy C. Warren
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