Detail Be A Go-To Person   Oleh:  Falony, Brian M. Jenis: Article from Bulletin/Magazine Dalam koleksi: Journal of Accountancy vol. 186 no. 4 (1998), page 63-70. Topik: person; person Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ85.7 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada     Lihat Detail Induk Isi artikel The partners in Bills CPA firm wanted to boost their earnings by developing several industry niches over five years. Their client base included 22 construction clients, 14 of which were Bills. Several construction companies were located in the firms market area and most were doing fairly well. The firms decision seemed easy enoughit would develop its first niche marketing program in the construction business, building on its existing client base and Bills industry knowledge. The firm then would pursue other niches based on its experience with the construction industry. Bill was asked to develop the business plan. Bill was concerned about his assignment because the firm recently had lost two construction clients to a local competitor with a strong reputation in the construction industryand furthermore, the firm had not won a new construction client in two years. But he had a plan. To make himself better known in the industry, Bill joined the local chapter of the construction trade association and became its treasurer. Meanwhile, the firm developed a database of construction client prospects and added their names to a mailing list to receive the firms quarterly construction newsletter. Bill told prospects and area bonding agents who finance construction projectsthat his firm was looking to expand its services to contractors. He published an article on multistate taxation and organized two seminars for bonding agents and construction company owners. After two years, however, the firm did not see a major increase in its construction client base : The number of proposals had risen by approximately 40 %, but Bill was able to add only five new construction clientsand the firm continued to lose bids and clients to the competition. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

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