A Boutique in an Accounting Firm?

When you first hear the idea it sounds a little far-fetched. We are not used to talking about a boutique business in an accounting practice. Accountants (and others) don’t exactly think of their work as glamorous. Nor do financial advisors or actuaries for that matter. But try to follow me here. The public (our clients) is continuing to move down the path of a trend toward greater...

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Building a Niche in 3-D

Have you ever tried to buy the perfect promotional item for your business? You look online, you talk to a salesperson, you look at a catalogue but you don’t find quite what you had in mind. Or, you find something that you decide is close enough, and when you try to order it, you can’t get it in the color you want or with the printing you want. There is a remarkable story in Fast Company today...

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Are You a Commodity or an Expert?

How do you answer the question for your firm: “Are you a commodity or an expert?” Most CPA firms are commodities. Building a micro-niche boutique within your firm and capitalizing on the expertise of your partners and staff can change your answer. Now answer the same question about yourself: “Are you a commodity or an expert?” Chances are very good that you are a commodity, as well. How...

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How Can You Choose?

My mind is still on the lack of differentiation between accounting firms. Here is another example I believe you will find in most U.S. cities. Let’s assume that I own a very successful business. My company produces and distributes American made (from American raw materials) products and toys for children. I have been located in part of the country with very definite (and sometimes dangerous)...

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With a Simple Change, They Are All the Same

Many people (including me)have said that a difficulty in marketing most accounting firms is that they are all alike. Every firm advertises or lists on their site essentially the same list of services available to clients. In fact, if you change the names and the photos on the websites of five randomly selected accounting firms in any town, I think you probably would not notice a difference. I...

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