Increasing marketing success.

INCREASING MARKETING SUCCESS

CPAs who thought hiring a marketing director or developing a firm brochure would relieve the pressure to sell their firm's services are finding they couldn't have been more mistaken. The evolution of marketing in CPA firms has, in fact, come full circle - smack back into the lap of the CPA. All firm marketing efforts funnel down to making the sale. And, by and large, the CPA must make that sale.

Selling is the ability to stimulate other people - clients or the firm's own staff - to take productive action. Unfortunately, CPAs are rarely trained to deal effectively with the factors that motivate others to accept or ...

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