Product Management – The Secret Weapon of Growth: Don’t Just Market Your Offerings……Manage Them!

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It’s fair to say that CPAs have ‘gotten the memo’ when it comes to the importance and value of marketing. Telling their story to those who need to hear it – and are in a position to respond – is a concept many now understand and even embrace. But in today’s demanding marketplace, it’s not enough to market an offering; you’ve got to manage it – from incubation through birth, innovation and beyond. Sharply designed brochures, hard-hitting direct mail and interactive websites simply won’t get you where you want to go.

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You’ve Nailed Your Niche… Now Build Your Boutique: Generate Revenue with this Emerging Best Practice

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If you’ve been perfecting your niche development, congratulate yourself, but don’t stop there. Kick things up another notch by considering “boutiquing”. A boutique is a specialty provider that offers a single category of services. It enjoys particular market appeal, including a marquee name, perception of quality and customized service.

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Marketing and Managing Professional Service Offerings: Different Product, Same Rules Apply

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In today’s sophisticated marketplace, professionally marketed and managed services stand the best chance of gaining notice and winning market share. What’s true for consumer goods, health care and telecommunications, also applies to professional services such as those offered by CPAs and lawyers. Many firms that have acknowledged the need have been richly rewarded. Those that have embraced the need and acted on it have seen even more impressive results.

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Why Can’t CPAs Get Traction with New Services?! The Key to Successfully Introducing New Services to the Marketplace

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Not so long ago, the business of an accounting firm was as predictable as men’s business attire. Tax preparation and audits were about as far as it went. Unfortunately, as firms have attempted to branch out into an array of related services, their experiences have been hit or miss. More often than not, the reason is that they are unfamiliar with some of the fundamentals in bringing a new service to market, and often incorrectly pattern their efforts after bringing products to market.

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