Power Up Your Profits 2e
Expert guidance for CPAs who want to become marketing savvy, improve profits, and gain satisfaction\ 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,...
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Waugh, a marketing and sales consultant to the accounting industry, outlines principles and strategies to help practicing accountants develop a stronger marketing and sales presence. Each chapter develops a key concept of marketing or selling that's easy to follow and shows how to apply the concepts to an accounting practice. Real-world examples and interviews with professionals illustrate principles. This second edition is updated. Annotation ©2004 Book News, Inc., Portland, OR
Day 1A nontraditional attitude3Day 2Selling is a learned skill17Day 3Start a consistent marketing program31Day 4Mind share = market share43Day 5Selling takes time51Day 6Leads, leads, leads61Day 7Focus on "10s"74Day 8Marketing with permission84Day 9Referrals are nuclear power93Day 10Get your net working105Day 11Managing your network117Day 12Co-opetition : partnering for better business126Day 13Opportunity in the new rules137Day 14Marketing and sales work together144Day 15Selling services is different151Day 16It's all about communication158Day 17Power sellers in the accounting industry166Day 18Newsletters communicate to sell175Day 19Speaking attracts more clients and referrals186Day 20Advertising, publicity, and brochures196Day 21Online marketing and technology consulting206Day 22Working with the professionals217Day 23Listening for dollars, talking for dimes231Day 24Advancing commitment243Day 25Focus : building a power niche251Day 26Selling value, not discounts259Day 27Your differences will handle objections269Day 28Pricing to maximize value278Day 29Keeping clients sold : service after the sale297Day 30Clients come second : five-star service308Day 31Invest first, then reap powerful profits323
