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You Are the Value by Leo J. Pusateri

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1 No More Winging It

At this point, you’re probably thinking, Come on Leo, how do we begin? Give me some idea of how to define my value and distinguish myself and my firm and help me win based on the value we provide.

Time out!

Let’s first take care of some key concerns. We’ll begin with a dreaded disease called winging it. I know CPAs pride themselves on thorough preparation and review when they offer services. You provide quality work to your clients and that comes from being on top of your game.

However, that’s because you’re on familiar ground when you’re doing the work you’ve been trained to do. Once you turn to marketing or promoting your firm, or perhaps moving from traditional services to value added engagements, we’re in danger of seeing more winging it.

At a recent meeting with the managing partner of a 70 person CPA firm, he told me about the difficulty of defending his business’s value against competing firms when his firm is higher priced. He flat out said, “We do not know how to manage this communication. We wing it.” Also, as I looked at the branding message in their office, it was evident that they were not at the black belt level when it came to articulating key points that differentiated them from the competition. Again, winging it.

Let’s say it together: “No more winging it!” To discover your value and tell others about it, take a look in your mirror and begin the introspection. Ask yourself these questions to determine if you are winging it:

  • Have I or my firm ...

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