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Accelerating your Career Path in Public Accounting (with Marketing!)

Explore strategies and tactics to advance your career in public accounting with a focus on marketing techniques. Learn from industry expert Art Kuesel about key growth trends and top strategies for success that can propel your career forward. This workshop will cover the four quadrants of personal marketing, client development, referral strategies, and personal/professional development. Discover the secrets to accelerating your career path and standing out in the competitive world of public accounting.

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Accelerating your Career Path in Public Accounting (with Marketing!)

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  1. Accelerating your Career Path in Public Accounting (with Marketing!) July 2015 DZH Phillips Presented by Art Kuesel

  2. Art Kuesel, President • EXPERIENCE • Sales Executive • 3 years inside $60M CPA firm • 5 years inside $25M CPA firm • 6 years at PDI/Koltin Consulting • 2 years at Kuesel Consulting • EXPERTISE • Sales Coaching • Sales/Marketing Training • EXPERTISE (Cont.) • Keynotes, Presentations, Workshops on Growth • Growth Plan Development/Implementation • Managing Partner Coaching • Sales & Marketing Recruiting • STREET CRED • Top 100 Most Influential Person in Public Accounting: 2014 • In-house and external experience • Clients include scores of T250 Firms including a third of the T100 • Frequent writer and blogger for Accounting Today • Accomplished speaker and presenter on growth trends

  3. Workshop Agenda • Accelerating your career path • The four quadrants of personal marketing • Top strategies and tactics for success in each quadrant • Next steps 3

  4. Accelerating your Career Path

  5. Since the Great Recession Technical Specialty Client Development PLUS Staff Development New Business Development Career Accelerants in Public Accounting Throughout History • Before the Great Recession • Technical Knowledge • Client Service

  6. Since the Great Recession Technical Specialty Client Development PLUS Staff Development New Business Development Career Accelerants in Public Accounting Throughout History • Before the Great Recession • Technical Knowledge • Client Service

  7. Four Quadrants of Personal Business Development

  8. Four Quadrants of Marketing Success

  9. Top Strategies for Success

  10. Q1: Client Development • Relationship Depth • Relationship Breadth • Cross-Selling

  11. Q1: Client Development • 1. Relationship Depth

  12. CPA Firm Client Generation 1 Owner CFO Generation 2 Owner Office Manager Q1: Client Development/Relationship Breadth • Partner • Manager • IT Consultant • Accounting Services

  13. CPA Firm Client Generation 1 Owner CFO Generation 2 Owner Office Manager Q1: Client Development/Relationship Breadth • Partner • Manager • IT Consultant • Accounting Services

  14. Q1: Client Development • 3. Cross-Selling

  15. Q2: Referral Development • 1. Access your client’s COI

  16. Q2: Referral Development • 2. Aim for 10 “A’s” and think broadly • An “A” RS sends you one good client/year • Most accountants only have 2-3 “A’s” • Think beyond bankers and attorneys… • You will need to meet 25-50 people (or more) before you find ONE “A”

  17. Q2: Referral Development • 2. Aim for 10 “A’s” and think broadly • An “A” RS sends you one good client/year • Most accountants only have 2-3 “A’s” • Think beyond bankers and attorneys… • You will need to meet 25-50 people (or more) before you find ONE “A”

  18. Q2: Referral Development • 3. Touch your “A’s” quarterly! • A good referral source for you is a good referral source for your competitor • “last touch” does influence referrals • Lunch, coffee, cocktail, thought leadership, event invitation, etc. • Plan and execute effectively

  19. Q3: Personal/Professional Development • Find a few trade/civic/business groups to join • Find a niche and specialize (personal brand) • Find a sponsor within your firm

  20. Q3: Personal/Professional Development • Find a few trade/civic/business groups to join • High quality target audience • Frequent meetings (8-12x/yr) • Vendor member friendly • Low competition • Opportunities to get involved, promote, share thought leadership

  21. Q3: Personal/Professional Development • 2. Find a niche and specialize (personal brand) • Specialization is the future • Niche expertise • influences decisions • Specialists deliver • greater value • …Charge more • …Earn more

  22. Q3: Personal/Professional Development • 3. Find a personal sponsor within your firm • Who’s looking out for you? • Who has your back when you’re not in the room? • Who can advocate for you? • Who can coach and support your career development? • Meet with your coach quarterly!

  23. Q4: Prospect Development • Define your target market • Touch these targets frequently • Succeed at the sales process

  24. Q4: Prospect Development • Define your target market • Size • Industry • Geography • # Employees • Now, identify your “top 25”

  25. Q4: Prospect Development • 2. Touch these targets frequently • Research connections on LinkedIN • Circulate your list to your partners, referral sources, clients, etc. • Make value added touches • based upon your research • Be persistent and patient!

  26. Q4: Prospect Development • 3. Succeed at the sales process • Facilitate an effective discovery meeting • Create compelling value propositions by asking great questions during the discovery meeting! • Skip the old quality, service, and relationships pitch and create unique value propositions that prove you’ve been listening

  27. Q4: Prospect Development • 3. Succeed at the sales process • ASK: • What do you expect from your CPA/advisor? • What do you like/dislike about your current firm? • What’s missing from your current relationship? • What’s the biggest change on the horizon? • What are you most concerned about? • How will we be evaluated/What do we need to do to earn your business?

  28. What’s Next?

  29. What’s Next • Find a BD buddy • Commit to increasing your personal BD activities • Staff/Senior Supervisor • 2-4x Month • Manager • 2-3x Week • Director/Senior Manager/Partner • 1x Day • Ask to be more involved! • Resources @ www.kueselconsulting.com/DZH

  30. What’s Next

  31. Thank you! Resources for you at www.kueselconsulting.com/DZH Art Kuesel art@kueselconsulting.com 312.208.8774 www.kueselconsulting.com

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