Strategic Alliances and Dinner Theatre
Accounting is not about software, it's about services, says the Accounting Guild's Jack Fox. In this article, Fox explains why it is impossible for software vendors to be everything to every accounting professional, and examines the accountant's role in selling ASP services.

 

Focusing On Your Practice
The Accounting Guild recently conducted a research study with hundreds of accountants in various types of practices related to technology's role in creating a new professional landscape. The discussions centered on how, if at all, technology was having an impact and how accountants viewed their professional practice experience at all levels.

 

Li'l Abner and Outsourced Client Acquisition Marketing
The best marketing solutions are based not only on facilitating the coordination of sales, marketing, client service and support, but also on the client and prospective client's preferred channels of interaction -- a salesperson, call center or Internet-based communications such as email and email newsletters.

 

Stand Out After Your Start-Up
You're finally out on your own ... or so you think. You still have a boss that you have to prove yourself to -- the client. Being independent means that you have to set yourself apart, stand out and be noticed, target your market, communicate your message clearly, and deliver on your promises. Here is a checklist to help you market along the way.

Enron: Lessons for Accountants
It's not uncommon as an accounting professional to find yourself as an independent accounting professional dealing with small and medium-sized business clients who are looking for ways to skirt the law. Here, tips on how you can protect yourself.

 

Contact Relationship Marketing
We all come in contact with a broad range of individuals and businesses. Yet most of us never seem to connect with these people. Reasons include the pace of business life, the time pressures we're all under, or, in some cases, lack of marketing skills. These obstacles can be overcome if you recognize the importance of other people to your success -- and realize that you bring something of value to business relationships. Failure to connect means missed opportunities and undeveloped business relationships.

 

Accounting Software Vendors: After the Days of Wine and Roses 
Many of the accounting professionals can not provide an answer when asked to name their favorite vendors. The overwhelming majority felt that the vendor community in the accounting industry had betrayed the profession in the past several years. The good work that was done by many vendors over the past decade or longer in building a solid working relationship has largely been shattered and now is in dire need of rebuilding.

 

Sell Accounting Benefits, Not Procedures
Too many accountants' presentations and advertising messages stop short of optimizing their message. They sell procedures when they should be selling results and benefits. "This is what you should do" in no way initiates the excitement and anticipation that "This is what you'll get" generates. Jack Fox explains how to move toward an optimum relationship with clients.

Accounting professionals face new challenges in this first real year into the Millennium. Given the level and proliferation of competition across the accounting industry and the apparent similarity of the strategies put in place to combat it, you might assume that the task of developing an accounting practice becomes increasingly difficult every year. But in Jack Fox's opinion, it becomes a little easier.

 

 

The key to becoming a more effective and confident speaker is practice. Whether you are delivering a keynote address or presenting a technical paper to a small group of peers, Jack Fox's 10 key principles hold true.