Personal Brand Power: Underdog Strategies for Competing Against National Firm Brands
A well-developed personal brand for middle market professionals can overcome the Goliath brands of national firms, particularly at key points in the sales
Do You Have a Personal Process?
Some professionals are blessed with a natural propensity for practice development. For those without such gifts, a more disciplined approach can lead to greater market success.
People Don’t Buy What You Do, They Buy Why You Do It
Prospects buy with both logic and emotion, and when firms capitalize on the latter, their connections — and results — improve.
Weaving Your Firm’s “Why” Into Marketing
How Accounting Services Purchasers Search for Subject Matter Experts
What does it take to be an effective SME? Besides pure desire, a measured approach can lead to better personal branding.
The Impact of a Leader’s Interpersonal Strategies
Accounting marketing professionals need to focus on their firm’s brand as well as the personal brands of their professionals. And it starts at the top.