Power Up Your Profits 31 Days to Better Selling

by Waugh, Troy

• ISBN13: 9780471651499
• ISBN10: 0471651494
• Edition: 2nd
• Format: Hardcover
• Copyright: 2004-12-16
• Publisher: WILEY

Summary

Expert guidance for CPAs who want to become marketing savvy, improve profits, and gain satisfaction This updated Second Edition demonstrates how combining the power of trust with the power of persuasion can help CPAs sell their services more effectively. Each chapter develops a key concept of marketing or selling that's easy to follow and shows how to apply the concepts to any CPA practice. Through a step-by-step approach to developing and mastering a stronger marketing and sales presence, this book focuses on how to dramatically enhance the reader's growth potential. It presents real-world examples from top CPA rainmakers and other marketing and management gurus, including Tom Peters. This updated second edition offers interviews covering Sarbanes-Oxley and the new accounting rules. Troy Waugh, CPA (Nashville, TN), is founder, President, and CEO of The Rainmaker Academy, a comprehensive three-year leadership, client service, and practice development training program for CPAs.

Author Biography

Troy Waugh, CPA, is author of numerous articles published in Accounting Today, the Practical Accountant, and many newsletters. One of the most sought-after speakers on sales and marketing professional services in the country, he is a leading marketing and sales consultant to the accounting industry. Waugh's experienced team of consultants has helped firms add more than $500 million in new business through its consulting, training, and alliance services. Waugh is the founder of The Rainmaker Academy, the leading sales and marketing training course in the United States and Western Europe. Its graduates have attracted more than $300 million to their firms as a result of this program.

Table of Contents

Preface	p. xv
Acknowledgments	p. xix
Better Selling Starts with You	p. 1
A Nontraditional Attitude	p. 3
Selling Is a Learned Skill	p. 17
Start a Consistent Marketing Program	p. 31
Mind Share = Market Share	p. 43
Selling Takes Time	p. 51
Target Better Clients	p. 59
Leads, Leads, Leads	p. 61
Focus on "10s"	p. 74
Marketing with Permission	p. 84
Referrals Are Nuclear Power	p. 93
Get Your Net Working	p. 105
Managing Your Network	p. 117
Co-opetition: Partnering for Better Business	p. 126
Better Selling Helps Your Clients	p. 135
Opportunity in the New Rules	p. 137
Marketing and Sales Work Together	p. 144
Selling Services Is Different	p. 151
It's All About Communication	p. 158
Power Sellers in the Accounting Industry	p. 166
Power Tools for Better Selling	p. 173
Newsletters Communicate to Sell	p. 175
Speaking Attracts More Clients and Referrals	p. 186
Advertising, Publicity, and Brochures	p. 196
Online Marketing and Technology Consulting	p. 206
Working with the Professionals	p. 217
All Selling Is Personal Selling	p. 229
Listening for Dollars, Talking for Dimes	p. 231
Advancing Commitment	p. 243
Focus: Building a Power Niche	p. 251
Selling Value, Not Discounts	p. 259
Your Differences Will Handle Objections	p. 269
Pricing to Maximize Value	p. 278
Extend Your Profits	p. 295
Keeping Clients Sold: Service after the Sale	p. 297
Clients Come Second: Five-Star Service	p. 308
Invest First, Then Reap Powerful Profits	p. 323
Notes	p. 331
Bibliography	p. 337
Index	p. 339
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