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Bull's-Eye! The Ultimate How-to Marketing and Sales Guide for CPAs
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Table of Contents

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

About the Author

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.

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