Instructor for this course
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In a profession where many CPAs and accountants operate as generalists, specializing within a niche can provide a huge competitive advantage.  Many firms have realized that the more focused their practices become, the more their practices grow.  Plus, clients and prospects will travel further, wait longer, and also pay higher fees to work with a specialist. 

In this course, Andrew Schwartz, CPA, has boiled down his 30+ years of experience from organically building his narrowly focused niche specialty CPA firm into an easy-to-follow 6-step Niche marketing plan for your firm’s specialty. Many course attendees will leave the session with a new excitement to commit to a niche and will realize how easy it is to build a successful firm or practice group working primarily with those clients from industries or other niches that you actually choose to work with.

According to one of Andrew’s colleagues who began building her niche CPA practice in the late 1990’s: 

“I started my tax practice with a variety of clients that I had found via community and civic associations.  I spent a lot of time trying to figure out the nuances of different occupations and businesses so that I could provide quality services to those clients.  Once I concentrated on [prospects within my niche], my practice changed for the better. By focusing on one type of client, I was able to provide services that were tailored just to that profession. My clients are relieved that I know what they are talking about when they speak in the jargon of their profession.  The have confidence in my opinion as I have solved whatever their issue is for another client already.  I am now known as an expert on issues [affecting professionals in my niche] in my geographical area and get many referrals because of this.” 

Course Key Concepts: Accountant, CPA, niche, specialist, specialty, benchmark

Learning Objectives

  • Recognize how specializing within a niche is preferable in today’s competitive business environment
  • Discover how to easily create a six-step marketing plan for your specialty
  • Discover the importance of writing a concise vision statement for your niche
  • Identify a meaningful tagline for your firm’s specialty using examples provided in the course
  • Identify from real-life marketing strategies Andrew used to grow his firm’s niche client base

 

Last updated/reviewed: November 26, 2019

Prerequisites

Course Complexity: Foundational

No advanced preparation or prerequisites are required for this course

Education Provider Information

Company:
Illumeo, Inc., 75 East Santa Clara St., Suite 1215, San Jose, CA 95113
Contact:
For more information regarding this course, including complaint and cancellation policies, please contact our offices at (408) 400- 3993 or send an e-mail to .
Course Syllabus
INTRODUCTION AND OVERVIEW
  10:00Introduction To 6 Step Niche Marketing Plan
  9:36 Commit To The Niche
  7:18Your Meaningful Tagline
  9:23Dig Deep Within The Niche
  19:26Turbocharge Your Speciality
  4:59Network With Other Specialists
  16:10Spread The Word
CONTINUOUS PLAY
  1:17:30Create a 6-Step Niche Marketing Plan for Your Practice
SUPPORTING MATERIALS
  PDFSlides: Create a 6-Step Niche Marketing Plan for Your Practice
  PDFCreate a 6-Step Niche Marketing Plan for Your Practice Glossary/Index
REVIEW AND TEST
  quizREVIEW QUESTIONS
 examFINAL EXAM