You Are the Value: Define Your Worth, Differentiate Your CPA Firm, Own Your Market

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en Limba Engleză Carte Paperback – 30 May 2017
Learn how to stand out from other CPAs by showing clients that YOU are the value of your CPA firm.
You Are the Value: Define Your Worth, Differentiate Your CPA Firm, Own Your Market provides you with practical strategies to build meaningful and lasting relationships with clients. Written specifically for CPAs, this new book guides you to discover what makes you valuable and different from other CPAs. While exploring the meaning of the word value and how it applies to you and your firm, you will examine the following seven questions about yourself to tap in to your personal value:
  • Who Are You?
  • What Do You Do?
  • Why Do You Do What You Do?
  • How Do You Do What You Do?
  • Who Have You Done It For?
  • What Makes You Different?
  • Why Should I Do Business With You? (Real Value)
Exploring these important questions prepares you to no longer wing client meetings, but knowledgably and confidently present yourself to clients in a unique way.
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ISBN-13: 9780870518744
ISBN-10: 0870518747
Pagini: 208
Dimensiuni: 165 x 227 x 11 mm
Greutate: 0.31 kg
Editura: Wiley
Locul publicării: Hoboken, United States

Public țintă

CPAs, marketing managers


Introduction 1 Chapter 1 No More Winging It 5
Whom Do You Admire? 6
The Key Behaviors 7
Chapter 2 Discovering the Value Ladder 11
Spelling It Out 13
The First Step on the Ladder 13
The Next Logical Steps 14
A Complete Message 16
The Virtual File Cabinet Custom Answers in a Drawer 17
Chapter 3 Who Are You? 21
First and Lasting Impressions 22
Respond to the Situation 23
How Do You Rate? 24
Getting Off to a Strong Start 25
Professional Considerations 25
Personal Considerations 26
Get Visual 27
On the Spot 29
Strategic Questions to Consider 29
A Case in Point 30
Tell a Compelling Story 30
Final Thoughts 31
Chapter 4 What Do You Do? 33
Defining Your UVP 34
What Do You Actually Do? 36
Making It Come Alive 37
Go on Through 39
Five Steps to Your UVP 41
The UVP : Yours, Mine, and Ours 45
Referrals and Existing Clients 45
Staying on Task 46
Strategic Questions to Consider 47
Final Thoughts 48
Chapter 5 Why Do You Do What You Do? 49
Why? 49
What s the Foundation for Your Business Beliefs? 50
The Question Unfolds 52
Getting at the Core Beliefs 53
CPAs and Business Beliefs 54
Team Up 57
After Who, What, Why Are You a Fit? 57
Strategic Questions to Consider 58
Final Thoughts 59
Chapter 6 How Do You Do What You Do? 61
Buying the Process 61
A Key Element of Differentiation 64
Your Process: What Does It Look Like? 65
A Case in Point 68
Align 69
Discover 69
Articulate 69
Capitalize 69
Realize 69
Putting It to Work in a CPA Firm 70
Think about the Future 72
What s in a Name? 73
Strategic Questions to Consider 74
Final Thoughts 74
Chapter 7 Who Have You Done It For? 77
Telling the Story 79
Tools to Help You Analyze Your Clients and Markets 80
The Key Emotional Issues 82
Delivering Solutions 83
Impressing a Prospect 84
Acres of Diamonds 85
Clients for a Lifetime 86
Strategic Questions to Consider 89
Final Thoughts 90
Chapter 8 What Makes You Different? 93
Setting Yourself Apart 94
Three Ways to Distinguish Yourself (Or, Bring Your Umbrella to the Party) 96
Who Are Your Real Competitors? 98
Organizational Differentiation 99
Key Competitive Differentiation Concepts 100
Organization Differentiation 103
Solution Differentiation 104
What Do You Stand For? 105
Distinguish Yourself 105
Opening Your Umbrella 107
Differentiation 3x5 107
Strategic Questions to Consider 109
Final Thoughts 109
Chapter 9 Why Should I Do Business With You? (Real Value) 111
Value Versus Real Value 111
Getting Out of the Vendor Parking Lot 113
The Qualitative and Quantitative 117
Qualitative 118
Quantitative 119
What s the Bottom Line? 119
Jumping the Gun 120
Making the Connection 121
Strategic Questions to Consider 122
Final Thoughts 122
Chapter 10 The Value Ladder in Review 125
Communication: An Art and a Science 131
Chapter 11 Advanced Applications for Your Value Ladder 133
Getting to Real Value 133
The First Application: The Value Ladder Comes to Life 134
The Second Application: A Shorter Dialogue 135
Third Application: Using the Value Ladder to Add the Right Services 136
Fourth Application: The Value Ladder Questioning Model 137
Fifth Application: Use the First Three Questions to Determine Compatibility 138
Sixth Application: Competitive Evaluation Tool for High–Level Prospects 138
Strategic Questions 139
Final Thoughts 140
Chapter 12 Creating a Culture of Value 141
One Message 142
C–U–L–T–U–R–E 143
Challenge Yourself and Your Organization to Greatness 144
Understand the Value Gaps and Act 146
Listen Aggressively to Your Clients 148
Total Commitment to the Initiative 150
Unify Your Organization 152
Respectful Dialogue With All Involved 154
Enjoy the Ride and Measure Your Success 156
Be Value Ready 158
Strategic Questions to Consider 158
Final Thoughts 158
Chapter 13: Competing on Value Begins with a Strategy 161
Vision 163
Clients 164
Services 164
Marketing Strategy 165
Reputational Value 165
Value Proposition 166
Financial Metrics 166
Professional Development 167
Competition 168
Final Thoughts 168
Chapter 14 What Are You Going to Act On? 171
The 7 Keys to Successful Action 172
A Final Thought to Consider 173

Notă biografică

Leo Pusateri, president and CEO of Pusateri Consulting and Training in Buffalo, New York, works with financial professionals to help them discover, articulate, and capitalize on their unique value. He is the author of the highly acclaimed 2002 book, Mirror Mirror on the Wall, Am I the Most Valued of Them All?
Leo has provided inspiration to hundreds of advisors around the globe, from Singapore to Spain, from Vancouver to Zurich, New York City to London, and from beautiful Buffalo to San Francisco. In light of Leo s robust training programs, firms have endorsed Leo s skill set as the absolute best–in–class in bringing value–based training to the table. He recently launched Pusateri Canada to extend his firm s intellectual property and consulting capabilities.
The PCPS is a community of CPA firms committed to making practicing CPAs and their firms successful through education and advocacy. The PCPS provides local and regional firms with practice management tools and resources and acts as a voice for these firms in the standard setting arena.
The PCPS Firm Practice Center provides access to a wide variety of valuable information and resources to make firms successful. The Center showcases content from the AICPA and associated state CPA societies; renowned experts and authorities in numerous fields; and well–known consultants to the profession and firms themselves. To learn more about the PCPS, log on to