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Gale's Cornerstone Book
Gale’s book, At the Crossroads: The Remarkable CPA Firm That Nearly Crashed, Then Soared is a delightful parable about a sleepy, uninspired CPA firm that transforms into an accounting powerhouse.
Meet managing partner Joe Abriola who has just learned that his partners are on the verge of mutiny. How does the firm recover and thrive? Spoiler alert—Gale’s growth model swoops in to save the day! The book is an instructive tale that’s filled with valuable insight on achieving growth despite the odds.
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After several years of searching, I’ve finally found a top-notch book that discusses how to innovate services – Tuned In, by Stull, Myers & Scott. It encourages the reader to listen closely to their markets for signals about what’s really on the minds of the people they serve.
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.
The more things change, the more we need to change with them. Massive shifts in market conditions are profoundly affecting our profession. But it’s not just the market that’s recalibrating. We’re also in the midst of a revolution in information gathering, which influences how our buyers think and how they make decisions.
Anybody who knows how to eat knows how to generate a lead, right? You call a banker or a lawyer, make lunch reservations at the local chop house and before you’ve digested the creamed spinach you’ve landed a hot prospect.
You may be surprised to uncover a health tip in an article about revenue growth, but that’s exactly what I’ve got for you. It’s guaranteed to minimize stress, and it has nothing to do with food or exercise. It’s “the research call,” an information-gathering strategy that does not require you to engage in the traditional approach to active rainmaking.
Ever wish you could turbo-charge your referral efforts? The need for speed has never been greater for CPAs. If your referral program is plodding along when it should be setting the pace, there’s good news: a network-building strategy that is innovative, focused and proven.Caution! This is not your father’s Oldsmobile!
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