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Bd blackbelt alliott 010412 Alliott Group 2012 Bd blackbelt alliott 010412 Alliott Group 2012 Presentation Transcript

  • Becoming a Business Development Black Belt Facilitated by Jennifer Wilson January 12, 2012www.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved.
  • Our Objective • To give you confidence and ideas for specific actions you can take to develop your business development skills and that of your team to really impact the firm’s top linewww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 2
  • What Are Your BiggestBiz Dev Issues? • What are your firm’s most significant business development issues?www.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 3
  • Level Setting • In public accounting, we often use “mixed” terms when describing marketing and sales activities – Many call the combination of marketing and sales activities “business development” • You may have opportunities to develop further in all 4 “main” areas: – Corporate marketing – Personal marketing – Sales methodology and approach – Sales process and reportingwww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 4
  • Your Marketing AndSales Activities• For purposes of this workshop, we’re going to focus on personal marketing activities that generate new opportunities and fill your pipeline – Versus organizational branding and firm-wide lead generation activities• When there are personal marketing behaviors or activities that you want people to exhibit or undertake …look to see if you’re doing them yourself first – People approach change differently and they will mirror your behaviorwww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 5
  • Change ManagementSuccess Factors • Lead by example – Be open to new ways of doing things – Embrace the change yourself – Stay positive in the face of change • Keep your commitments – No surprises! • Communicate, communicate, communicate – Set expectations and be honest about the good and the bad – Provide updates and status – Use different mediums to address the different communication and learning styles of otherswww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved.
  • Kinds Of BusinessDevelopers • First, identify what kind of business developer you are and then work to understand the business development acumen of each your professional services team members: – Sales supporter -- responding to opportunities generated for them • They support sales activities, including following up and closing them on their own at some point, to generate new clients – Client server -- focusing on delivering services and adding value-add services to existing clients • Their business development focus will consist of retaining existing clients and uncovering new opportunities to serve themwww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 7
  • Kinds Of BusinessDevelopers – Community developer -- generating prospects in the communities they currently serve • They’ll share what they do for a living and the difference they make for your clients • During some of these interactions and building relationships over time, they’ll generate new opportunities for your firm – The “big dog”– acting as a “thought leader” and rainmaker • Conducting activities in their current communities and clients and expanding their communities where you can become known as an “expert” in specific niches, industries, technical areas, etc. • Participating in marketing activities such as speaking, teaching, gaining “ins” in new associations, tweeting, etc.www.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 8
  • Your Focus As ABusiness Developer • What kind of business developer are you? – Sales supporter – Client server – Community developer – A “big dog” business developer and/or thought leader • What insights do these categories provide you related to your shareholder group?www.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 9
  • Create PersonalMarketing Plans • Once you’ve identified each individual’s business development acumen and aspiring capabilities, you can help them develop one-size-fits-one personal marketing plans and goals • These plans should be developed annually and reviewed quarterly (with your marketing professional or their career advisor with some feedback loop to marketing) – Incorporate them into the performance review process, toowww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 10
  • Your Rainmakers AndThought Leaders • Then you can identify those who are “special” so you can: – Help those with specialty technical or industry expertise become thought leaders – Understand those who are your potential “big dogs” and cultivate and support their efforts • Certain partners and managers have the interest, ability, and tenacity to be your true business developers – The first trick is to identify who they are! – Doing so allows you to differentiate your investments between your business developers vs. your entire team – Plan to develop programs and focus your attention and time on those truly capable of generating revenue for the firmwww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 11
  • Goal Examples – NewBusiness Development • Bring in X new audit clients from contacts generated by me worth $XX,XXX by XX/XX/XX • Refer $XXK in new business for our OTHER SERVICE LINE by XX/XX/XX • Conduct an average of 4 referral source or prospect meetings per month, or 48 meetings in total by XX/XX/XX; track these meetings and their outcomes/next steps in our CRM or in Excel • Increase revenue per client for my top 10 clients by XX% by XX/XX/XXwww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved.
  • Defining And Targeting Your Firm’s Ideal Clientswww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 13
  • Anyone that walks in the door willing to engage your services is not necessarily the next RIGHT client.www.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 14
  • Why Sell Strategically? • Because strategic selling starts with defining your ideal target client, allowing you to focus your scarce resources on opportunities that make a positive difference for your firm – Identifying ideal clients and targeting them enables you to build niches or service lines more effectively – Landing ideal clients enables you to say no to the less- than-ideal clients and projects – When you sell with intention, into your sweet spot, you’re more efficient and productivewww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 15
  • Your Ideal Client Vision • To sell strategically, the first step is to define your ideal target clients • Each service line and industry group should define their ideal target client by focusing on segments where you show the most success by: – Size – Type of entity – Industry or sub-industry – Needs – Location – “Psychographic” factors (culture, ownership make up, etc.)www.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 16
  • Some ExamplesInclude… • Tax – – Focus mainly on business returns for corporations, partnerships and not for profits where that generate $X,000 - $X,000 in fees per client • Construction – – Large commercial builders of $XX million or more in revenues or residential builders of $XX million or more in revenues • Healthcare – – Multi-state integrated healthcare delivery systems, skilled nursing facilities, long-term care facilities, home healthcare agencies, physician practices, senior housing facilities, and mental health clinics • Family Businesses – – Family-owned businesses that have growth opportunities with a variety of needs from corporate and individual tax planning and compliance, estate planning, retirement planning, etc.www.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 17
  • Who Are Your Ideals? • Who are your ideal target clients for your particular industry, service line or niche? How do you define them?www.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 18
  • Finding Your IdealTarget Clients • Determine where you will find and reach your ideal target clients – Within your existing clients (unless you’re conflicted out) – Within your firm – Client referrals, referral sources and other CPA firms – Trade conferences, associations and/or publications – Social media sites – “Top 25” lists • Most cities have a top 25 doctors, construction companies, etc. – Web searches including Google, LinkedIn or other niche or social media site – National list brokers, such as Hoovers or Dun & Bradstreet – Niche list brokerswww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 19
  • Narrow Your List • Next, determine which accounts you will proactively pursue – From your entire pool of potential prospects, narrow first by geography or relatedness (warmest first) – Then identify accounts that fit (or you think may fit at this point) your ideal target client profile – Create a “short list” of possible target accounts and send it to your partners and managers (or entire team) to see who they know in those accounts • LinkedIn can help with this if you’re all connected to each other – From there, you should be able to identify a list of target accounts that you can assign, prioritize and workwww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 20
  • Define Targeted AccountSelling Expectations • The sole job of the relationship manager is to build strategic relationships with the key contacts of the account • Each relationship manager assigned to targeting accounts, should: – Be the primary interface for the target account at the “corporate” level – Define the activities and approach to “work” the account – Develop strategic relationships within the organization – Keep your partners and others informed about the status – Act as the “go to” person within your firm regarding any questions about the accountwww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 21
  • Building Relationships • Find out who you may know at your target account or who you know that knows someone – When you’re conducting research and asking around, always look for people you know who know key people there – Search the contacts of your target account on LinkedIn or other social media toolswww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 22
  • Using Social Media To Target Accounts And Build Your Brandwww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 23
  • Question• Which have you done? – Created a LinkedIn account but haven’t done much since – Added over 100 connections on LinkedIn – Created your firm’s profile on LinkedIn – Have a personal profile on Facebook and have made some friends – Created your firm’s profile on Facebook – Sent tweets on a weekly basis (at a minimum) – Have a firm or specialty blog – Posted a video on You Tubewww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 24
  • Why Do You Have ToBe There?• Your competitors are out there gaining strength by using social media to: – Build brand recognition through thought leadership – especially in defined niches • Writing blogs • Joining groups on LinkedIn (or starting a group!) • Replying to discussion forums • Sharing information by tweeting it – Build their networks and therefore find “warm” ways into potential clientswww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 25
  • Why Do You Have ToBe There? • Use it for target account selling • Win more opportunities using information gained about contacts to influence pursuit strategies • Recruit candidates – LinkedIn is THE place professionals are going to find new career opportunities – Facebook is effective in recruiting college graduates and Gen Yers • Improve firm search engine optimization – Your social media pages drives more traffic for your firm and ultimately increases your “page ranking” in searcheswww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 26
  • Building Sales Relationshipswww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 27
  • Build RelationshipsWith Your Targets • The next step after you identify your target accounts and key contacts is to build a relationship with them • Extend an invitation- you’ll be surprised at the yes answers you’ll get! – Invite a key contact to lunch, golf or to meet at their office – Express your interest in exploring ways to collaborate and share ideas that could help them on issues facing their company or industry – Work to position yourself as their “2nd” choicewww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 28
  • Understanding YourTarget’s Business• Learn about your target account’s industry and their business – Conduct research online • Their web site, social media and industry blogs • Google for other news and associations – Subscribe to industry publications, join trade associations, join LinkedIn groups, subscribe to blogs and Twitter feeds – Ask around • Within your firm • Within your referral network • Within your social and personal networkswww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 29
  • Building Relationships • What actions can you take or activities can you engage in to start a relationship with your target accounts?www.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 30
  • Stay In Touch• Create opportunities to stay in communication with your target accounts – Ask permission to add them to your newsletter distribution or firm email lists – Invite them to join a group on LinkedIn or subscribe to your blog – Offer to help them on a project – let them “test drive” your services – Send personal notes or articles relevant to their industry or business – Introduce them to people in your network – Invite them to firm events – Participate in associations, events or social causes • But be careful – only do so if you are genuinely interested • Remember, trust is based on motive and people don’t want to be soldwww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 31
  • Share About Your Firm • The number one mistake you can make is to not get to know your contacts and understand their strategies and challenges and demonstrate how you can help them • Be proactive in sharing with your target account about the services you can provide and the difference these services can make – Be sure to tell them how you can help them achieve their goals or solve their problems and relate this to other clients they may know – The more related you are and the more you know them and their business, the easier this will be to dowww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 32
  • Applying These Ideas To Other Constituencies: Networking And Referral Sourceswww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 33
  • “Get around the right people. Associate with positive, goal-oriented people who encourage and inspire you.” Brian Tracy Bestselling Authorwww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 34
  • Motivate Yourself ToGet Started • Some people view networking as “old school” and “un-cool” • Encourage your people to participate in organizations that reflect your interests and activities • Each person must look within their own life for places to make contacts and explore one of these areas within the next year to begin developing their networkwww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 35
  • Re-energizing YourNetworking Strategy • If you were an active networker in the past, or are recommitting to networking because it has become “worn and tired,” consider these ideas: – Identify any groups that you should discontinue in favor of new networking avenues • Invite another member of your firm to join the group and take over your role or presence there if it still offers value to the firm – Take on a leadership role in one of your existing groups – Pioneer your firm’s use of online technologies – Change the “rules” you follow at existing networking functionswww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 36
  • Networking Avenues • Which networking venues have you found to be the most successful? Why? • Are their networking associations that would be beneficial for your firm to be represented at that aren’t covered?www.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 37
  • Ensure Accountability • All of the networking goals and tracking grids in the world won’t make a difference unless you are disciplined and accountable to an accountability partner • Share and/or publish networking goals with other members of your team • Consider storing a firm-wide referral source tracking grid on your firm’s intranet – More on this later… • Share goals and “return and report” to other members of your team during regular marketing and/or sales pipeline meetingswww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 38
  • Developing ReferralRelationships • Through your participation in networking groups and in your communities, you’ll identify potential referral relationships to cultivate • Just as with target account selling, you’ll have more success when you’re strategic about these relationshipswww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 39
  • Consistent AndPersistent • Be sure to meet with existing and potential referral sources regularly – even during “busy” periods – If you’ve been doing this awhile, make a plan to reach out regularly to your existing contacts – If your relationship has waned or not beneficial anymore, consider adding new ones • Add them to your marketing database to ensure they receive your firm news, invites, etc. • Find out what’s going on in your referral source target’s profession – Ask questions, read their trades, and keep current – Keeping up with what’s happening with them and their profession will give you a good reason to outreach ongoinglywww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 40
  • Personal Meeting Tips • If you can’t readily see the benefits, they may not be there – Don’t try to make things that don’t seem right work – trust your intuition • Agree upon next steps and document them in writing – Send them a thank you after each meeting!www.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 41
  • Clients Are ReferralSources And Targets, Too• Sometimes we make the mistake of thinking that it’s enough to: – Deliver what we committed, when we committed it for the budget we committed – Have our work be accurate – Be accessible (available) and responsive (returning calls and emails)• We have to ensure we’re meeting these minimum expectations and then explore ways to go deeper and deliver more and to be different – Use a “keep, stop and start” approach to conversations to understand how you’re doing and what more you could dowww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 42
  • Clients Are ReferralSources And Targets, Too • We have to ensure we’re meeting these minimum expectations and then explore how to go deeper and deliver more and to be different • Meet with your clients outside of an engagement and ask: – What should we keep doing? (things you’re doing well or that are of great value) – What should we stop doing that we are doing now? (things that aren’t working) – What should we start doing that we are not yet doing? (new things that will benefit them, their team or their organization)www.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 43
  • Asking For Referrals • If all is well with your clients, you can remind them that the best compliment that they can pay is to make a referral • You can ask who they know or if they can make an introduction to any of your target accounts on your list – Check LinkedIn to see who they are connected to at your target accounts or other similar organizations to theirs – Consider asking for referrals by namewww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 44
  • Client Meetings • Who has had recent meetings with client who didn’t have an active engagement connected with the meetings? – What were the results?www.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 45
  • Networking And ReferralRelationship Goals• As with all personal marketing activities, establish specific, measureable and realistic goals for your networking activities• These goals may include: – Joining (or starting) a specific association or group – Attending a certain number of networking meetings per year/per group – Gaining a certain number of online network contacts – Having a specific number of follow up meetings via phone or in person with contacts you met while networking or targeted as a referral source – Scheduling a certain number of referral source meetings a month – Closing a certain amount of new business as a result of a referral from a network contact or referral relationship – Conducting a certain number of check in meetings with clientswww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 46
  • Setting Your Goals• Use the Personal Marketing Plan to document your commitments in the area of client meetings, networking and referral sources – Take a moment to complete it and be prepared to share – Also, consider sharing it with someone that will help hold you accountablewww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 47
  • Use A Pipeline Process To Track Your Opportunities And Close More Businesswww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 48
  • Sales Pipeline Process• Who has a sales pipeline process in your firm? – What’s working about it? – What would you like to see improved?www.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 49
  • Managing SalesOpportunities• Implement a sales pipeline using an Excel spreadsheet or CRM solution for all sales opportunities for your firm, which will give you visibility to: – The health of your sales opportunities – a leading indicator for your firm – Resources needed to support your sales efforts and ultimately to serve clients as new engagements are closed – Your priorities and the priorities of others in the area of marketing, lead generation, and sales – A form of accountability for business development activities by the partners, managers and business development and marketing professionalswww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 50
  • Managing SalesOpportunities – Eventual win/loss analysis to gain insight into what’s working and not working in your marketing and sales efforts – Time priority in your planning process for opportunities and relationship management – Big picture information and raise “red flags” that need to be dealt with quickly • Consider one for prospective opportunities, referral sources and target account managementwww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 51
  • Using A Sales PipelineTo Close More Business • Each sales opportunity should be assigned an owner – Each prospect should be rated A, B, C and have a single owner, next follow-up action, and a next follow-up date – Owners should move their prospects through your sales methodology and regularly update the pipeline PRIOR to your pipeline meeting (which an admin can own) – Sales management (often the practice leader) should meet with the “sales team” regularly, such as monthly during busy season and bi- monthly during slower (selling) seasons – In your pipeline meeting, review and discuss the A and B opportunities and identify ways to move things along or remove road blockswww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 52
  • Sample Sales Pipeline ConvergenceCoaching, LLC Sample Pipeline Owner Prospect Contact Lead Primary Last Next Next Approx. Close Est. If Deal Co. Name Source Interest Date of Follow- Follow Services Proba- Close Lost, Contact Up Date Up action Value bility Date Why?www.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved.
  • Target AccountPipeline ConvergenceCoaching, LLC Sample Target Pipeline Rel. Target CEO/ CFO Current Current Primary Last Date Next Next Notes Mgr. Co. President Contact CPA Firm Auditor Interest of Contact Follow Follow Contact Name Up Up Name Date Actionwww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 54
  • Sample ReferralPipeline Referral Referral Source Contact Telephone E-mail Last Date Next Clients Owner Company Name Name of Contact Follow-up Referred to Date Youwww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 55
  • Next Stepswww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 56
  • Next Steps• Identify what kind of business developer you and your team members are committed to be• Refine your ideal clients for each service line and industry group• Identify your possible target accounts for each service line and industry group• Develop a plan to build relationships with your target accounts• Stay in communication with your targets and find ways to make a difference• Refresh your firm’s networking strategies• Evaluate your referral source management process• Track and measure progress regularlywww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 57
  • Making Your OneCommitment • Choose 1 idea from this session that you will personally commit to apply to enhance your business development skills and close more business – Be prepared to share – Document what you’re willing to commit to on the “one commitment” form and identify who will help hold you accountablewww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 58
  • Thank You!• Provide me your business card to be added to our distribution list for e-newsletters and web seminar invitations• Contact us at any time! Jennifer Wilson (402) 933-2900 Jennifer@convergencecoaching.com http://www.linkedin.com/in/jenniferwilsonprofile http://twitter.com/JenLeeWilsonwww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 59
  • Exercises, Tools, and Resourceswww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 60
  • ConvergenceCoachingResources• ConvergenceCoaching’s web site includes information at: – www.convergencecoaching.com• Read our Coaching Concepts newsletter: – http://www.convergencecoaching.com/Current_eletter/wilsons_writings.htm• Visit our blog for posts on these topics: – www.convergencecoaching.com/blog• Visit our learning center for access to additional courses: – http://www.convergencelearning.com• Visit us on Facebook: – http://www.facebook.com/convergencecoachingwww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 61
  • Sales And MarketingResources • AICPA Marketing Toolkit – www.aicpa.org/cpamarketing • American Institute of CPA’s PCPS – www.aicpa.org/pcps • American Marketing Association – www.marketingpower.com • Association for Accounting Administration – www.cpaadmin.org • Association for Accounting Marketing – www.accountingmarketing.orgwww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 62
  • Sales And MarketingResources• At the Crossroads: The Remarkable CPA Firm that Nearly Crashed, then Soared by Gayle Crosley• The Art of Partnering by Ed Rigsbee, CSP• Breakthrough Business Development by David Miller and Duncan MacPherson• Clients for Life: How Great Professionals Develop Breakthrough Relationships by Jagdish Sheth and Andrew Sobel• Contemporary Marketing by Louis Boone and David Kurtz• Creating Rainmakers: The Manager’s Guide to Training Professionals To Attract New Clients by Ford Hardingwww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 63
  • Sales And MarketingResources• The Discipline of Market Leaders by Michael Treacy and Fred Wiersema• How To Establish a Unique Brand in the Consulting Profession: Powerful Techniques for the Successful by Andrew Weiss• Love is the Killer App by Tim Sanders• Management by Bartol & Martin• Marketing and Sales Roles In Accounting – http://accountingmarketing.org/pdfs/AAM_2010_Marketing_Sales_Role s.pdf• Marketing Management by Peter Dicksonwww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 64
  • Sales And MarketingResources • PartnerShift: How to Profit from the Partnering Trend by Ed Rigsbee, CSP • Practitioner Making Rain: The Secrets of Building Lifelong Client Loyalty by Andrew Sobel • Rain-Making: The Professional’s Guide to Attracting New Clients by Ford Hardingwww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 65
  • Social MediaResources • 100+ Resources to Boost Your Social Media Savvy: Top Tips & Advice from the Experts – http://www.interactiveinsightsgroup.com/blog1/100-resources-to-boost- your-social-media-savvy-top-tips-advice-from-the-experts/ • “A Brave New World With Social Media” – http://www.accountingweb.com/blogs/sueatcpelink/continuing- education/brave-new-world-social-media • “CPAs – It’s Time to Get LinkedIn” by Barry MacQuarrie – http://www.cpa2biz.com/Content/media/PRODUCER_CONTENT/Newslet ters/Articles_2010/CorpFin/LinkedIn.jsp • Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li and Josh Bernoff (Harvard Business Press, 2008)www.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 66
  • Social MediaResources • “Just a Tweet Away: Social Media In Accounting Firms” – http://www.cpapracticeadvisor.com/article/10268147/just-a- tweet-away-social-media-in-accounting-firms • “LinkedIn Tips for CPAs” by Robin M. Hensley – http://www.journalofaccountancy.com/Issues/2011/Mar/201033 10.htm • “Seven Essential LinkedIn Connections” – http://www.socialcpas.com/2011/02/seven-essential-linkedin- connections.html • Social CPAs – http://www.socialcpas.com/www.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 67
  • Social MediaResources • Social Media Governance: Empowerment with Accountability – http://socialmediagovernance.com/policies.php – http://greatworkplace.wordpress.com/2009/09/22/200-sample- social-media-policies-and-idea • Social Media Strategies for Professionals and Their Firms: The Guide to Establishing Credibility and Accelerating Relationships by Michelle Golden • Top Accounting Blogs – http://thedailyreviewer.com/top/accounting • Twitter Etiquette – http://www.pcworld.com/article/169137/twitter_etiquette_how_to_ tweet_politely.htmlwww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 68
  • Networking AndReferral Source Articles • “Get Networking on the Net,” by C.J. Hayden, http://sbinfocanada.about.com/od/networking/a/netnetworki ngch_2.htm • Get Noticed…Get Referrals Build your Client Base and Your Business by Making a Name for Yourself, by Jill Lublin • “Get Safe Online Expert Advice for Everyone,” http://www.getsafeonline.org • “How to Profit from Networking,” Kelley Robertson, http://entrepreneurs.about.com/cs/networking/a/uc071703.- 05z.htmwww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 69
  • Networking AndReferral Source Articles • “Networking is Even More Important and More Powerful for Business than for Personal Business,” by Wayne Baker, Ph.D., http://www.humaxnetworks.com/Print/p-boardroom.html • “Online Social Networks Go To Work,” by Xeni Jardin, http://www.msnbc.msn.com/id/5488683 • “Sell Yourself with Networking,” by Ron Coxsom, http://career-advice.monster.com/job-search/professional- networking/sell-yourself-with-networking/article.aspx • Workplace Politics and Personalities, by Gerald A. Vanim, Ph.Dwww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 70
  • Networking Avenues • Potential areas to evaluate when choosing your networking venues include: – Trade association meetings – Professional associations • CPA state society and local chapter events, bar association meetings and financial organizations – Board meetings • Include non-profit boards where you can meet bankers, lawyers and other community influencers – Alumni organizations • College alma mater events – Your own organizationwww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 71
  • Networking Avenues – Sports or coaching affiliations • Sporting organizations include the health club, yoga class and youth leagues, gymnastics, soccer, baseball and others – Country clubs – Civic organizations • Chamber of Commerce • Rotary • Kiwanis – Community service activities – Religious/philanthropic organizations – Non-profit functions – On-line social networking venueswww.convergencecoaching.com ©Copyright 2000-2012 ConvergenceCoaching, LLC All rights reserved. 72