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Practical Pursuit Planning

     -     Jun 6th, 2009   -     Accounting Marketing   -     1 Comment

The Annual AAM 2009 conference has come to a close. It was a great conference and for those who missed it I recommend purchasing the audio recordings. You will be pleased with the diverse content covered and depth of questions and answers offered throughout.

Outside of the information presented on social media and search engine marketing (Web 2.0), the Practical Pursuit Planning presentation by Scott Jensen of Moss Adams provided a source of rich and valuable content. The focus of the presentation was to discuss how the process used at Moss Adams can be implemented at any CPA firm. Although there was a lot of good information presented, I narrowed the take-aways to five key points.

  • Interactive Roles– The role of marketing is to set expectations with the prospect/client. The role of business development is to define those expectations in specific terms for a prospect/client. The role of service professionals is to fulfill and when possible exceed those expectations. When this happens the firm and client mutually benefit and the overall business relationship grows stronger.
  • Goal of Pursuit Planning – The purpose of pursuit planning is to put structure around the business development process. The key steps are to organize, plan, execute and follow up. Each team member is assigned a role in the process and must be committed to fulfilling their obligations. The structure allows firms to move through the sales cycle in a coordinated, thoughtful and concise way.
  • Demonstrate Your Commitment– Prospects believe if you do not take sales promises made seriously, it is unlikely your firm will take service promises seriously. Demonstrate that when you make a promise at any level in the organization it will be met. These actions build trust.
  • Be Consistent – This was the most important information discussed in the presentation. When a client/prospect says no it does not mean never. It simply means no right now. Be patient and consistent. They may not have the opportunity, need or buy in to purchase the service you are offering If you leave the pursuit process after receiving a no, it indicates a lack of genuine interest in their organization.
  • Four key questions pursuit planning contemplates.
  • 1 .What actions have you (partner or manager) taken in the last 30 days with key prospects?
    2. What actions will you (partner or manager) take in the next 30 days with key prospects?
    3. Does the strategy being deployed really work?
    4. What have you learned about the pursuit process?

There was more action packed information presented than could possibly covered in this forum. If you find he is speaking at a conference or event near you I highly recommend attending. Scott has contributed to blogs directly provided advice which is equally as valuable and insightful.


There is 1 comment


  • 9 years ago

    Scott Jensen   /  

    Many thanks, Brian. It is clear you are a good listener.

    I certainly have a passion around effective sales and marketing in professional services. In today’s environment, we are an even more critical part of the practice and so now is our opportunity to step up to the bar and become that indispensible team player.

    I invite others to comment, critique, and add to/detract from the ideas Brian has endorsed. I am obviously a bit biased at this point.
    Scott Jensen
    Moss Adams LLP


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