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

Warren, Tracy C.
Heftet / 2016 / Engelsk

Produktdetaljer

ISBN
9780870518713
Publisert
2016-12-27
Utgiver
Vendor
American Institute of Certified Public Accountants
Vekt
1098 gr
Høyde
276 mm
Bredde
218 mm
Dybde
26 mm
Aldersnivå
06, P
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
464

Forfatter
Warren, Tracy C.

Biographical note

As founder of The Crevar Group, Tracy Crevar Warren is a sought-after consultant, facilitator, writer, and speaker. Her practical, results-oriented approach helps professional services firms build more profitable practices. She advises clients on practice growth, sales, and marketing. A pioneer in professional services marketing, she has been named as one of Accounting Today s Top 100 Most Influential People, and has been inducted into the Association for Accounting Marketing s Hall of Fame. A frequent speaker and facilitator for local, regional, national, and international groups, she inspires and empowers audiences to do more of the work they love.

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

Warren, Tracy C.
Heftet / 2016 / Engelsk
Warren, Tracy C.
Heftet / 2016 / Engelsk
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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.
Les mer
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.
Les mer
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 Firms By Tracy Crevar Warren and Jamie Trayner Chapter 3 The Integration Imperative: Erasing Marketing and Business Development Silos By Suzanne C. Lowe and Scott Jensen Part ii: Getting Started Chapter 4 The Marketing Plan: An Audit-Based Approach By August J. Aquila, PhD Chapter 5 Developing a Personal Marketing Plan By Tracy Crevar Warren Chapter 6 Marketing an Industry or Service Specialization By Jean Marie Caragher Chapter 7 Marketing for the Multi-Office Firm By Katie Tolin Chapter 8 Budgeting Techniques for Today s CPA Firm By Art Kuesel Part iii: Building the Team Chapter 9 Your Leadership Makes Business Development Happen By Melinda Guillemette Chapter 10 A Buyer s Guide to Hiring a Marketing Professional By Sally Glick Chapter 11 The Firm Administrator as Marketing Director By Diane Paoletta, CPA Chapter 12 The Case for Utilizing a Sales Professional at Your Firm By Christopher J. Perrino Chapter 13 The Outside Consultant: More Than an Expert By 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 Firm By Allan S. Boress, CPA, CVA Chapter 16 Getting Your Name in Lights With Public Relations By Christine Heirlmaier Nelson Chapter 17 Adding Social Media to Your Marketing Mix By Joe Rotella Chapter 18 Guide to an Effective CPA Firm Web Site By D. Michelle Golden Chapter 19 Effectively Using Direct Mail By Marsha Leest Chapter 20 Guidelines for Effective Brochures By Amy M. Clutter Chapter 21 Newsletters That Get Noticed By Sally Glick Chapter 22 Databases That Fuel Your Marketing Efforts By Michelle Class Chapter 23 Creating Opportunities Through Community Engagement By Karen Love and Raissa Evans 265 Chapter 24 Referral Source Development: The Most Powerful, but Underutilized Business Development Tactic By Eileen P. Monesson Chapter 25 Utilizing Seminars to Build Your Practice By Leisa Gill Chapter 26 Building Opportunity Through Trade Shows By Colleen Rudio Part v: The Handoff Connecting the Dots between Marketing and Sales Chapter 27 From Opportunity to New Client By Gale Crosley, CPA Chapter 28 Creating Proposals That Win By Dawn Wagenaar Chapter 29 Win More New Business With Effective Sales Management By Rick Solomon, CPA Chapter 30 Cross-Serving Clients: Integrating Sales and Service Delivery By Russ Molinar Chapter 31 Sales Training: The Key to Better Service and Better Clients By Rick Solomon, CPA Part vi: Measuring Results, Communicating, and Rewarding Success Chapter 32 In-House Marketing Communications That Foster Success By Jill R. Lock Chapter 33 Effective Employee Incentive Programs: How to Bring Out the Best in Your Firm By Lisa A. Rozycki Chapter 34 Marketing and Sales Metrics Matter: Measuring Results, Calculating Return on Investment By Mitchell Reno and Tracy Crevar Warren Part vii: Delivering and Measuring Client Service Chapter 35 Gaining Client Feedback to Strengthen Your Practice By Linda Slothower and Julie S. Tucek Chapter 36 Developing a Service Excellence Plan for Clients By Susan Wylie Lanfray Chapter 37 Letting Go: Evaluating and Firing Clients By Mark Koziel, CPA
Les mer

Relaterte produkter

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.
Les mer
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.
Les mer
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 Firms By Tracy Crevar Warren and Jamie Trayner Chapter 3 The Integration Imperative: Erasing Marketing and Business Development Silos By Suzanne C. Lowe and Scott Jensen Part ii: Getting Started Chapter 4 The Marketing Plan: An Audit-Based Approach By August J. Aquila, PhD Chapter 5 Developing a Personal Marketing Plan By Tracy Crevar Warren Chapter 6 Marketing an Industry or Service Specialization By Jean Marie Caragher Chapter 7 Marketing for the Multi-Office Firm By Katie Tolin Chapter 8 Budgeting Techniques for Today s CPA Firm By Art Kuesel Part iii: Building the Team Chapter 9 Your Leadership Makes Business Development Happen By Melinda Guillemette Chapter 10 A Buyer s Guide to Hiring a Marketing Professional By Sally Glick Chapter 11 The Firm Administrator as Marketing Director By Diane Paoletta, CPA Chapter 12 The Case for Utilizing a Sales Professional at Your Firm By Christopher J. Perrino Chapter 13 The Outside Consultant: More Than an Expert By 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 Firm By Allan S. Boress, CPA, CVA Chapter 16 Getting Your Name in Lights With Public Relations By Christine Heirlmaier Nelson Chapter 17 Adding Social Media to Your Marketing Mix By Joe Rotella Chapter 18 Guide to an Effective CPA Firm Web Site By D. Michelle Golden Chapter 19 Effectively Using Direct Mail By Marsha Leest Chapter 20 Guidelines for Effective Brochures By Amy M. Clutter Chapter 21 Newsletters That Get Noticed By Sally Glick Chapter 22 Databases That Fuel Your Marketing Efforts By Michelle Class Chapter 23 Creating Opportunities Through Community Engagement By Karen Love and Raissa Evans 265 Chapter 24 Referral Source Development: The Most Powerful, but Underutilized Business Development Tactic By Eileen P. Monesson Chapter 25 Utilizing Seminars to Build Your Practice By Leisa Gill Chapter 26 Building Opportunity Through Trade Shows By Colleen Rudio Part v: The Handoff Connecting the Dots between Marketing and Sales Chapter 27 From Opportunity to New Client By Gale Crosley, CPA Chapter 28 Creating Proposals That Win By Dawn Wagenaar Chapter 29 Win More New Business With Effective Sales Management By Rick Solomon, CPA Chapter 30 Cross-Serving Clients: Integrating Sales and Service Delivery By Russ Molinar Chapter 31 Sales Training: The Key to Better Service and Better Clients By Rick Solomon, CPA Part vi: Measuring Results, Communicating, and Rewarding Success Chapter 32 In-House Marketing Communications That Foster Success By Jill R. Lock Chapter 33 Effective Employee Incentive Programs: How to Bring Out the Best in Your Firm By Lisa A. Rozycki Chapter 34 Marketing and Sales Metrics Matter: Measuring Results, Calculating Return on Investment By Mitchell Reno and Tracy Crevar Warren Part vii: Delivering and Measuring Client Service Chapter 35 Gaining Client Feedback to Strengthen Your Practice By Linda Slothower and Julie S. Tucek Chapter 36 Developing a Service Excellence Plan for Clients By Susan Wylie Lanfray Chapter 37 Letting Go: Evaluating and Firing Clients By Mark Koziel, CPA
Les mer

Produktdetaljer

ISBN
9780870518713
Publisert
2016-12-27
Utgiver
Vendor
American Institute of Certified Public Accountants
Vekt
1098 gr
Høyde
276 mm
Bredde
218 mm
Dybde
26 mm
Aldersnivå
06, P
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
464

Forfatter
Warren, Tracy C.

Biographical note

As founder of The Crevar Group, Tracy Crevar Warren is a sought-after consultant, facilitator, writer, and speaker. Her practical, results-oriented approach helps professional services firms build more profitable practices. She advises clients on practice growth, sales, and marketing. A pioneer in professional services marketing, she has been named as one of Accounting Today s Top 100 Most Influential People, and has been inducted into the Association for Accounting Marketing s Hall of Fame. A frequent speaker and facilitator for local, regional, national, and international groups, she inspires and empowers audiences to do more of the work they love.

Relaterte produkter