Turn the Practice You Have Into the Practice You Want

Copyright © 2017 Burkert Valuation Advisors, LLC.All rights reserved. Do not duplicate or copy without permission.

TURN THE PRACTICEYOU HAVE

INTO THE PRACTICE

YOU WANT!Copyright © 2018 Burkert Valuation Advisors, LLC.

All rights reserved. Do not duplicate or copy without permission.

✦ Our marketplace is more competitive …✦ Our clients are more empowered …✦ And our value is less obvious.

The commoditization of our work has left us competing with do-it-yourself websites that offer cheap valuation solutions, leaving our audience of prospects, clients, and referral sources believe this is all we have to offer.

We mainly have ourselves to blame.✦ Read: Legal Marketing Spend Is Up - So Is Client Dissatisfaction. Now What?

the problem

The solution requires creating an action plan that builds your authority.

Why?Because authority is your competitive advantage.

Within your practice area or industry niche, authority stems from:✦ Having specialized knowledge AND advancing your unique perspective.✦ Being known for your expertise AND getting recognized for it.

the solution

Rod Burkert, CPA, CVA, ABV, CVB

In one way, shape, or form I’ve been performing valuations since the late 1980s. In July 2000, I started Burkert Valuation Advisors in Philadelphia where I ran a “traditional” valuation practice for 9+ years.

In March 2010, I began traveling full time throughout the United States and Canada in an RV with my wife and our dogs. Today, I run a mobile consulting firm that includes my valuation practice, a report review service, online education, and a coaching business … all of which I built by leveraging my professional network and social media.

who i am - what i do

how i roll living the life

the practice you (may) have

Copyright © 2013-2016 Thought Leaders IP, Inc. & Rod Burkert All Rights Reserved. Do not duplicate or distribute without permission. Visit PracticeBuilderAcademy.com Copyright © 2013-2016 Thought Leaders IP, Inc. & Rod Burkert All Rights Reserved. Do not duplicate or distribute without permission. Visit PracticeBuilderAcademy.com

ineffective marketing


slow deal flow


no leverage


low profit

the practice you (may) want


layered marketing


more deal flow


leveraged work


higher profit

lay of the land

rescue me and take me in your arms

✓ 2013 AICPA FVS Membership Top Issues Survey

✓ 2014 AICPA Survey on Int’l Trends in FVS Services

✓ BV Wire’s February 2016 Online Poll

finding experts like us

how do buyers of professional services find experts like us?

✓ Free ebook (133 pages)

✓ HingeMarketing.com

✓ Visible Expert definition: a professional with high marketplace visibility and a reputation for expertise

what buyers of professional services value

Source:(The$Visible$Expert,(p.(21,(Figure(3.1(

why buyers seek out experts

Source:(The$Visible$Expert,(p.(50,(Figure(5.1

how buyers find experts


You write for and speak at trade associations and conferences.

Expert directory listings not as valuable as you may have thought.

where buyers search online


how buyers evaluate experts


how screened expert is selected

Source:(The(Visible(Expert,(p.(55,(Figure(5.5

so, how do you get the practice you want

what do i do? how do i adapt?

- differentiate yourself1

I help [a] do [b] so that [c], unlike [d] because of [e].

I help [a] taxpayers [b] with IRS valuation disputes so that [c] they get better resolution results, unlike [d] many other valuation professionals because [e] I’ve got the unique perspective of having worked on both sides.

SpeakingBroadcasting

Writing

Authority (Thought Leadership) } Consistency

Social Media

- build authority

• grow your influence

• build your brand

• be seen differently

2

- lay out an action plan

WHERE EXACTLY will you show up?

> in print

> in person

> on screen

It is CRITICAL that you show up in front of an audience that can give you the work you are looking for!

WHAT SPECIFICALLY will you do?

> writing

> speaking

> broadcasting

> social media

3

Copyright © 2015 Thought Leaders IP, Inc. & Rod Burkert. All Rights Reserved. Do not duplicate or distribute without permission. Visit PracticeBuilderAcademy.com.

Attracts attention

Starts conversations

Generates leads

- sculpt a LinkedIn profile4

- build a website that shows you can do what you say you can do5

summary of key principles


positioning obsessed1


media mentality2


repackage work3


strengths first4


marketing driven5

time to wrap up

our practices

Our practices are a direct reflection of the amount of time, effort, commitment, and - yes - passion that we put into them.

If there are “bad” practices, it’s because we may lack the energy, attitude, or imagination to make something great out of them.

~ Rod Burkert

how do you turn the practice you have into the practice you want?

focus your time and energy for your greatest growth

if you want help

take a 10-question practice self-assessment to get a sense of how your

practice is working for you now

rodburkert.com/practice-self-assessment/

and get my free newsletter!

it's my best work, delivered bi-weekly you can sign up at rodburkert.com

As a long time recipient of Rod's newsletter, I can represent that it is some of the best and wisest advice I get on a weekly basis.– C. Zachary Meyers, CPA, CVA

I really enjoy your newsletter … I always seem to get something I can use. And always interesting to hear where the RV is!– Kent Pummel, CPA/ABV, CVA

what is the most valuable thing you got out of today?

1. If you only used one type of social media, what would it be? LinkedIn, FaceBook, Twitter, YouTube…. What would you post and how often?

2. Which social media is most effective at reaching the most folks?

3. What is the effectiveness of investing additional time in social media. LinkedIn seems to be a basic entry point but Twitter, blogs, FaceBook, and others are available. Where are the diminishing returns?

What is the 1 thing that you want to know more about using social media in order to expand your practice?

1. Finding leads.

2. Explaining valuation to prospective clients - in other words, letting them know that what they really want is a "supportable" valuation. The challenge is educating the buyer of the services.

3. Time to properly market.

What is the 1 thing that you're struggling with most when it comes to getting the kind of work you want?

1. Faster, more efficient completion of projects.

2. Converting social media leads into prospects (and then into clients).

3. Bringing in new business from scratch.

What is the 1 thing that, if you were more effective at, would move the dial on your practice furthest, fastest in 2018?

Rod Burkert Building relationships … Creating value …. Having fun …So you can create a practice you’ll love coming to and find success in

Cell: 215-360-6100Skype: rodburkertEmail: [email protected]: subscribe for free at rodburkert.com

Turn the Practice You Have Into the Practice You Want

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Transcript of Turn the Practice You Have Into the Practice You Want