Expert guidance for CPAs who want to become marketing savvy, improve profits, and gain satisfaction<br> This updated Second Edition demonstrates how combining the power of trust with the power of persuasion can help CPAs sell their services more effectively. Each chapter develops a key concept of marketing or selling that's easy to follow and shows how to apply the concepts to any CPA practice. Through a step-by-step approach to developing and mastering a stronger marketing and sales presence, this book focuses on how to dramatically enhance the reader's growth potential. It presents real-world examples from top CPA rainmakers and other marketing and management gurus, including Tom Peters. This updated second edition offers interviews covering Sarbanes-Oxley and the new accounting rules.<br> Troy Waugh, CPA (Nashville, TN), is founder, President, and CEO of The Rainmaker Academy, a comprehensive three-year leadership, client service, and practice development training program for CPAs.
Part One: Better Selling Starts with You.
Day 1: A Nontraditional Attitude.
Day 2: Selling Is a Learned Skill.
Day 3: Start a Consistent Marketing Program.
Day 4: Mind Share _ Market Share.
Day 5: Selling Takes Time.
Part Two: Target Better Clients.
Day 6: Leads, Leads, Leads.
Day 7: Focus on ?10s?.
Day 8: Marketing with Permission.
Day 9: Referrals Are Nuclear Power.
Day 10: Get Your Net Working.
Day 11: Managing Your Network.
Day 12: Co-opetition: Partnering for Better Business.
Part Three: Better Selling Helps Your Clients.
Day 13: Opportunity in the New Rules.
Day 14: Marketing and Sales Work Together.
Day 15: Selling Services Is Different.
Day 16: It?s All About Communication.
Day 17: Power Sellers in the Accounting Industry.
Part Four: Power Tools for Better Selling.
Day 18: Newsletters Communicate to Sell.
Day 19: Speaking Attracts More Clients and Referrals.
Day 20: Advertising, Publicity, and Brochures.
Day 21: Online Marketing and Technology Consulting.
Day 22: Working with the Professionals.
Part Five: All Selling Is Personal Selling.
Day 23: Listening for Dollars, Talking for Dimes.
Day 24: Advancing Commitment.
Day 25: Focus: Building a Power Niche.
Day 26: Selling Value, Not Discounts.
Day 27: Your Differences Will Handle Objections.
Day 28: Pricing to Maximize Value.
Part Six: Extend Your Profits.
Day 29: Keeping Clients Sold: Service after the Sale.
Day 30: Clients Come Second: Five-Star Service.
Day 31: Invest First, Then Reap Powerful Profits.