Marketing is not Sales

Accountants are not very good at marketing – marketing people are. My definition of marketing is ‘salesmanship multiplied’. My definition of sales is ‘finding out what the other person needs and then transferring emotion’. These definitions mean that marketing is a ‘one to many’ strategy and sales is a ‘one on one’ strategy. Marketing is…

Niche markets

I am big fan of niche markets. They get you focused and disciplined on one sector. It also enables you to go deep – very deep – into your niche’s world and become an industry expert. A thought leader if you will. You can select any niche market you want. To make your selection I…

Sustainability Index

How sustainable is your firm? Meaning, if the Partners were not there how would it perform? Would it make money? Would it lose money? Could it continue to grow without you? Here’s a simple but sobering equation: Take Partner revenue delivered (your personal billable time / dollars) away from your profit (before Partner salaries) and…