How do you market your accounting/tax practice? How do you market your department within a practice? How do you market yourself?
This seminar will provide the CPA with the ability to use the “Marketing Concept” (satisfying the client’s “needs” versus “traditional” selling) in order to expand their practice. The CPA will also be introduced to the concepts of the target market, the 4 Ps of marketing, “branding,” industry life-cycle (and personal life-cycle), and market structure.
The concept of both “business” and “personal” marketing will be reinforced through a series of “real-world” scenarios.
Upon completion of this seminar, the attendee will have the tools to create both a “firm” and “individual” marketing plan.
Publication Date: January 2021
Designed For
CPAs that are sole practitioners, partners, department managers or staff accountants.
Topics Covered
- The Marketing Concept
- Concepts of the target market
- 4 Ps of marketing
- Branding
- Industry life-cycle (and personal life-cycle)
- Market structure
Learning Objectives
- Recognize the importance of the "Marketing Concept"
- Identify and explore the concepts of the target market, the 4 Ps of marketing, branding, industry life-cycle (and personal life-cycle), and market structure
- Describe business" and "personal" marketing
- Recognize and apply the marketing concepts to "real-world" scenarios
- Describe how to create a "firm" and "individual" marketing plan
- Identify an example of a sales approach
- Describe the 4 P's of marketing
- Differentiate personality types
Level
Basic
Instructional Method
Self-Study
NASBA Field of Study
Personnel/HR (2 hours)
Program Prerequisites
None
Advance Preparation
None
Instructor
David Osburn
David L. Osburn is the founder of Osburn & Associates, LLC, a Business Training and Contract CFO Firm that provides seminars, webinars, and keynote speeches for bankers, CPAs, credit managers, attorneys, and business owners on topics such as Banking/Finance/Credit, Negotiation Skills, Marketing, and Management Issues.
Mr. Osburn’s Contract CFO clients include medical practitioners, financial institutions, law firms, CPA firms, architects, real estate developers, and contractors.
His extensive professional background of over 30 years encompasses 21 years as a Business Trainer/ Contract CFO and 16 years as a bank commercial lender including the position of Vice President/Senior Banking Officer. His banking credentials include loan underwriting, loan “work-out”, management, and business development.
Mr. Osburn has been an adjunct college professor for over 30 years including the College of Southern Nevada.
He holds an MBA from Utah State University, a BS in Finance from Brigham Young University, and is a graduate of the ABA National Commercial Lending School held at the University of Oklahoma.
Additionally, Mr. Osburn holds the professional designation of Certified Credit & Risk Analyst (CCRA) as granted by the National Association of Credit Management (NACM).