Turn the Practice You Have Into the Practice You Want

Copyright © 2017 Burkert Valuation Advisors, LLC.

All rights reserved. Do not duplicate or copy without permission.
TURN THE
PRACTICE

YOU HAVE

INTO THE
PRACTICE
YOU WANT!
Copyright © 2018 Burkert Valuation Advisors, LLC.

All rights reserved. Do not duplicate or copy without permission.

✦ Our marketplace is more competitive …

✦ Our clients are more empowered …

✦ And our value is less obvious.

The commoditization of our work has left us competing with do-it-yourself
websites that offer cheap valuation solutions, leaving our audience of
prospects, clients, and referral sources believe this is all we have to offer.

We mainly have ourselves to blame.

✦ Read: Legal Marketing Spend Is Up - So Is Client Dissatisfaction. Now What?
the problem

The solution requires creating an action plan that builds your authority.

Why?

Because authority is your competitive advantage.

Within your practice area or industry niche, authority stems from:

✦ Having specialized knowledge AND advancing your unique perspective.

✦ Being known for your expertise AND getting recognized for it.
the solution

Rod Burkert, CPA, CVA, ABV, CVB
In one way, shape, or form I’ve been performing valuations since the
late 1980s. In July 2000, I started Burkert Valuation Advisors in
Philadelphia where I ran a “traditional” valuation practice for 9+ years.

In March 2010, I began traveling full time throughout the United
States and Canada in an RV with my wife and our dogs. Today, I run a
mobile consulting firm that includes my valuation practice, a report
review service, online education, and a coaching business … all of
which I built by leveraging my professional network and social media.
who i am - what i do

Copyright © 2013-2016 Thought Leaders IP, Inc. & Rod Burkert All Rights Reserved.  
Do not duplicate or distribute without permission. Visit PracticeBuilderAcademy.com
ineffective marketing

slow deal ﬂow

no leverage

low proﬁt

layered marketing

more deal ﬂow

leveraged work

higher proﬁt

Copyright © 2015 Thought Leaders IP, Inc. & Rod Burkert All Rights Reserved.  
Do not duplicate or distribute without permission. Visit PracticeBuilderAcademy.com.

rescue me and take me in your arms
✓ 2013 AICPA FVS Membership Top Issues Survey
✓ 2014 AICPA Survey on Int’l Trends in FVS Services
✓ BV Wire’s February 2016 Online Poll

how do buyers of professional services ﬁnd experts like us?

✓ Free ebook (133 pages)

✓ HingeMarketing.com

✓ Visible Expert definition:
a professional with high
marketplace visibility and
a reputation for expertise

what buyers of professional services value
Source:(The$Visible$Expert,(p.(21,(Figure(3.1(

why buyers seek out experts
Source:(The$Visible$Expert,(p.(50,(Figure(5.1

how buyers find experts
You write for and speak at trade
associations and conferences.
Expert directory listings not as
valuable as you may have thought.

where buyers search online

how buyers evaluate experts

how screened expert is selected
Source:(The(Visible(Expert,(p.(55,(Figure(5.5

so, how do you get
the practice you want

- differentiate yourself1
I help [a] do [b] so that [c], unlike [d] because of [e].
I help [a] taxpayers [b] with IRS valuation disputes so that
[c] they get better resolution results, unlike [d] many other
valuation professionals because [e] I’ve got the unique
perspective of having worked on both sides.

Speaking
Broadcasting
Writing
Authority
(Thought Leadership) } Consistency
Social Media
- build authority
• grow
your inﬂuence

• build your brand

• be seen diﬀerently
2

- lay out an action plan
WHERE EXACTLY will you show up?
> in print
> in person
> on screen
It is CRITICAL that you show up in
front of an audience that can give
you the work you are looking for!
WHAT SPECIFICALLY will you do?
> writing
> speaking
> broadcasting
> social media
3

Copyright © 2015 Thought Leaders IP, Inc. & Rod Burkert. All Rights Reserved.  
Do not duplicate or distribute without permission. Visit PracticeBuilderAcademy.com.
Attracts attention
Starts conversations
Generates leads
- sculpt a LinkedIn profile4

- build a website that shows you can do what you say you can do5

positioning obsessed1

media mentality2

repackage work3

strengths ﬁrst4

marketing driven5

our practices
Our practices are a direct reﬂection of the amount of time, eﬀort,
commitment, and - yes - passion that we put into them.

If there are “bad” practices, it’s because we may lack the energy,
attitude, or imagination to make something great out of them.

~ Rod Burkert

how do you turn the practice you have into the practice you want?

focus your time and energy for your greatest growth

if you want help
take a 10-question practice self-
assessment to get a sense of how your
practice is working for you now
rodburkert.com/practice-self-assessment/

and get my free newsletter!
it's my best work, delivered bi-weekly
you can sign up at rodburkert.com
As a long time recipient of Rod's newsletter, I can represent that it is some of the best and wisest advice I get on a weekly basis.

– C. Zachary Meyers, CPA, CVA
I really enjoy your newsletter … I always seem to get something I can use. And always interesting to hear where the RV is!

– Kent Pummel, CPA/ABV, CVA

what is the most valuable thing you got out of today?

1. If you only used one type of social media, what would it be? LinkedIn, FaceBook, Twitter,
YouTube…. What would you post and how often?

2. Which social media is most effective at reaching the most folks?

3. What is the effectiveness of investing additional time in social media. LinkedIn seems to be a
basic entry point but Twitter, blogs, FaceBook, and others are available. Where are the diminishing
returns?
What is the 1 thing that you want to know more about
using social media in order to expand your practice?

1. Finding leads.

2. Explaining valuation to prospective clients - in other words, letting them know that what they
really want is a "supportable" valuation. The challenge is educating the buyer of the services.

3. Time to properly market.
What is the 1 thing that you're struggling with most
when it comes to getting the kind of work you want?

1. Faster, more efficient completion of projects.

2. Converting social media leads into prospects (and then into clients).

3. Bringing in new business from scratch.

What is the 1 thing that, if you were more effective at,
would move the dial on your practice furthest, fastest in 2018?

Rod Burkert
Building relationships … Creating value …. Having fun …

So you can create a practice you’ll love coming to and ﬁnd success in
Cell: 215-360-6100

Skype: rodburkert

Email: rod@rodburkert.com

Newsletter: subscribe for free at rodburkert.com

Turn the Practice You Have Into the Practice You Want

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