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TThis book is for business managers, as well as for bankers, consultants, lawyers, and other professionals who need a solid and practical understanding of how business makes profit, cash flow from profit, the assets and capital needed to support profit-making operations, and the cost of capital. Business managers and professionals don’t have time to wade through a 600-page tome; they need a practical guide that gets to the point directly with clear and convincing examples.
TeAM YYePG Digitally signed by TeAM YYePG DN: cn=TeAM YYePG, c=US, o=TeAM YYePG, ou=TeAM YYePG, email=yyepg@msn.com Reason: I attest to the accuracy and integrity of this document Date: 2005.04.17 07:53:16 +08'00' 101 Marketing Strategies for Accounting, Law, Consulting, and Professional Services Firms Troy Waugh John Wiley & Sons, Inc Praise for 101 Marketing Strategies Not only is the book well-written and helpful to me, but I will ask all the attorneys in my firm to read 101 Marketing Strategies William H Lassiter, Esq., Managing Partner Lassiter, Tidwell & Hildebrand, PLLC Nashville, TN In a marketplace full of books that take professional services marketing to the level of rocket science, Troy Waugh strips out the rhetoric and delivers the professional services guide to common sense marketing Taking all the experience that he has gathered over 30 years, Troy delivers a great collection of tips and ideas that can help any professional services firm jump-start their marketing efforts Every professional should read this book Gordon Lee, National Director of Marketing BDO Dunwoody LLP Toronto, ON, Canada Troy Waugh’s latest book, 101 Marketing Strategies, is a must read in today’s competitive world of selling professional services Full of practical, results-based microactions, 101 Marketing Strategies is not about gimmicks, but about the proven effectiveness of building relationships and the discipline of process Bill Fingland, Managing Partner BKD, LLP Springfield, MO Too often lawyers are too busy practicing law to pay enough attention to the business side of their practice That’s why 101 Marketing Strategies should be required reading for all legal professionals, from sole practitioners to managing partners of major law firms Troy Waugh’s practical, no-nonsense approach to setting business goals, building up and maintaining a lucrative client base, keeping employees happy and outselling the competition really works! By implementing the marketing recommendations in this book, I have seen palpable improvements in my civil litigation practice Having worked with Troy Waugh for years, I know that his blueprint for marketing is based on his many client successes This is a book to be taken to heart by all professionals who are serious about building and expanding their businesses Robert L Esensten, Esq Beverly Hills, CA I have known Troy Waugh for many years and have utilized his consulting services for our firm I have always found Troy to be very practical and results oriented His most recent book, 101 Marketing Strategies, continues his practical insight in assisting professionals to understand the business development process Mike Kruse, Partner Crowe Chizek, LLP Nashville, TN 101 Marketing Strategies is an easy to read implementation model to develop and convert prospects into satisfied clients The book covers all the bases A must guide for professionals looking to expand thier business and personal horizons William F Maye, President Sullivan Bille, P.C Boston, MA CPAs have struggled with selling since the dawn of their profession Many CPAs don’t see it as a struggle because they have yet to understand the power of being the master of their own destiny Troy Waugh is one of the very few people in this country with the knowledge and experience to inspire CPAs to market and train them to become effective at it In reading 101 Marketing Strategies, it impressed me as a wonderful source for those searching for the “how to’s” of selling CPA services I recommend this a required reading for anyone looking to become effective at bringing in business It’s equally suitable for seasoned partners as well as younger staff Marc Rosenberg Chicago, IL If you want to grow your practice the right way- this book is must reading for your staff and partners! Gary Shamis, Chairman SS&G Financial Services Cleveland, OH Troy Waugh is one of the leading sales and marketing consultants to the CPA profession, and this book is a compendium of his years of experience, wisdom, judgement, and tacit knowledge By using the approach described herein, you will actually achieve a competitive differentiation with your sales process, which will undoubtedly be worth your investment Learn from success and control your destiny––read this book Ron Baker, author of Professional’s Guide to Value Pricing and The Firm of the Future I have just completed the book and cannot believe how many times I have gone back to refresh my thoughts on marketing strategies Harry Wendroff, Managing Partner Buchbinder Tunick & Co New York, NY 101 Marketing Strategies for Accounting, Law, Consulting, and Professional Services Firms Troy Waugh John Wiley & Sons, Inc This book is printed on acid-free paper ∞ Copyright © 2004 by John Wiley & Sons, Inc All rights reserved Published by John Wiley & Sons, Inc., Hoboken, New Jersey Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate percopy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400, fax 978-750-4470, or on the web at www.copyright.com Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, 201748-6011, fax 201-748-6008, e-mail: permcoordinator@wiley.com Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose No warranty may be created or extended by sales representatives or written sales materials The advice and strategies contained herein may not be suitable for your situation You should consult with a professional where appropriate Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages For general information on our other products and services, or technical support, please contact our Customer Care Department within the United States at 800-762-2974, outside the United States at 317-572-3993 or fax 317-572-4002 Wiley also publishes its books in a variety of electronic formats Some content that appears in print may not be available in electronic books For more information about Wiley products, visit our website at www.wiley.com Library of Congress Cataloging-in-Publication Data: Waugh, Troy 101 marketing strategies for accounting, law, consulting, and professional services firms / Troy Waugh p cm Includes index ISBN 0-471-65110-9 Marketing—Decision making Strategic planning Customer relations—Management I Title: One hundred one marketing strategies for accounting, law, consulting, and professional services firms II Title HF5415.135 W38 2004 658.8'02—dc22 2003021210 Printed in the United States of America 10 About the Author Troy Waugh, CPA, MBA, is a leading author, speaker, teacher, and consultant to the accounting industry Troy helps public accounting firms grow He and his experienced team of consultants have helped firms add more than $500 million in new business through their consulting, training, and alliance services Troy’s highly acclaimed book Power Up Your Profits, has received praise throughout the world It has been published in German and will soon be available in Japanese Troy’s articles have been published in Accounting Today, The Practical Accountant, and numerous state society monthly newsletters He has been publishing A Marketing Moment with Troy Waugh since 1992 He is one of the most sought after speakers on sales and marketing professional services in the United States Troy is the founder of The Rainmaker Academy, the leading sales and marketing training course in the United States and Western Europe The Rainmaker Academy is a three-year intensive sales training program whose graduates have attracted over $300 million to their firms during the classes He received an MBA in marketing from the University of Southern California and a BS in accounting from the University of Tennessee Troy was an audit manager with PriceWaterhouse & Co., where he worked six years in their Nashville and Los Angeles offices During his years with PriceWaterhouse, Troy was active in the Los Angeles Junior Chamber of Commerce and many other activities In 1975, Troy became Chairman and Chief Executive Officer of Advantage Companies, Inc During his eight years with Advantage, Troy guided a complete repositioning of the company’s focus away from the budget motel business into magazine publishing During this period, Troy negotiated over 40 acquisitions or divestitures of businesses In 1984, Troy became a Vice President with Jacques Miller, Inc., a real estate investment firm He was promoted to Senior Vice President and National Sales Manager during his years with Jacques Miller, Inc Due to theTax Reform Act of 1986, Troy was instrumental in repositioning the v About the Author company away from tax-advantaged real estate in 1987 into high yielding health-care real estate and again in 1989 into real estate management He is a member of The Advisory Board, a national consortium of leading consultants to the professions, the National Speakers Association, The American Institute of CPAs, and The Tennessee Society of CPAs Troy Waugh may be reached at: The Rainmaker Academy 4731 Trousdale, Suite 12 Nashville, TN 37221 phone: (615) 373-9880 email: troy@waughco.com vi Our Team Charles Flood A professionally trained educator and businessman, Charlie has been on the front lines in sales, general management, and professional consulting for the past 20 years His experience comes from work with national and local accounting firms, and in national sales management with a Fortune 500 company His academic credentials include a BA in education, BS in sociology, and a MEd with an emphasis on Educational Leadership Development In addition, Charlie is certified to facilitate a number of professional development courses Charlie’s background, experience, and perspective bring an added dimension to the Rainmaker team of professionals Graham G Wilson Graham G Wilson believes in the power of marketing and sales in public accounting He joined The Rainmaker Academy in 1996 Over the past 20 years, he has combined extensive international content knowledge with outstanding facilitation skills to enable CPA firms, departments, and individuals to increase their marketing and sales effectiveness As a former client partner with Franklin Covey and as Director of Training for the largest local accounting firm in Chicago, Graham has unique insight into the development needs of accountants Graham is a frequent speaker and program presenter for the Illinois CPA Society, and for many national and international accounting firms Graham holds both bachelor’s and master’s degrees from Southampton University, UK Born in England, Graham moved to the United States in 1993 and became a U.S citizen in 1997 Patrick Patterson Patrick is a professional trainer and facilitator with more than 10 years of experience in people and process development Participants consistently vii Our Team rate energy, enthusiasm, skill, and insight as hallmarks of his presentations He brings expertise in the area of quality and continuous improvement Patrick’s background includes eight years in Continuous Improvement at Arizona State University and three years as a training and development consultant for Las Vegas, Nevada, resorts He holds a bachelor’s degree in communications from Brigham Young University Patrick is a past Director of Professional Development (Las Vegas/Tucson Chapters), American Society for Training and Development Kevin Poppen Kevin is Chief Operating Officer of the Enterprise Network and is responsible for the day-to-day operations Kevin serves as the primary contact for the members, challenges them to think about their future, and helps them adopt strategies that will enhance their profits, owner value, and professional satisfaction Kevin comes to Enterprise Network from the RSM McGladrey Network, where he spent over seven years serving their membership He filled a variety of roles, including member service, recruitment, and training on McGladrey & Pullen’s audit and accounting guidance materials Before joining the McGladrey Network Office in July 1995, Kevin served on the audit and accounting team in McGladrey & Pullen’s Moline, Illinois, office Scott Bradbary Scott joined Waugh & Co in January 2003 as Director of Training for The Rainmaker Academy He is a professional educator and curriculum specialist who will be working on the continued professionalism of the Rainmaker training materials His background and research into learning styles, multimedia instruction, organizational health, and sense of community is a valuable addition to the Waugh & CO team Scott was a public school teacher for seven years before returning to graduate school at Vanderbilt He is currently completing his doctoral requirements at Peabody College of Vanderbilt University in curriculum and instructional leadership He served as an instructor at Vanderbilt in the College of Education at the undergraduate and graduate levels He is viii .. .101 Marketing Strategies for Accounting, Law, Consulting, and Professional Services Firms Troy Waugh John Wiley & Sons, Inc Praise for 101 Marketing Strategies Not only is... back to refresh my thoughts on marketing strategies Harry Wendroff, Managing Partner Buchbinder Tunick & Co New York, NY 101 Marketing Strategies for Accounting, Law, Consulting, and Professional... Cataloging-in-Publication Data: Waugh, Troy 101 marketing strategies for accounting, law, consulting, and professional services firms / Troy Waugh p cm Includes index ISBN 0-471-65110-9 Marketing? ??Decision making