|
|
How do you rate the effectiveness of your marketing? Good? Bad? OK?
In my view, the marketing for accounting/legal firms needs improvement. If clients don't see how you add value to their bottomline, then you can be seen as a compliance cost to their business.
Accountants hate the word ‘selling’, they believe their hard work should speak for itself – right? Wrong. Call it whatever you will - we all have to do some form of selling in our jobs.
Here’s some quick marketing tips for accountants to apply:
How can you help existing clients? They are the easiest target market, but often overlooked. Rather than go after new clients, it’s a good habit to keep evaluating how you can help existing clients. What are the services you are not offering them? When was the last time you had a face-to-face chat about their business?
Find out what matters most to a client. Accountants don’t spend enough time finding out the real issues a client faces. Why not pose this question to a client next time… "What’s the one question about your business you want answered?” It could be more money? cut costs? or free up their time?
Build a strong referral network. I would focus your marketing on sources of referral, which may mean no advertising if you have a limited marketing budget. Referrals normally come from existing clients and business/personal networks you have developed. Be proactive in your local community and be seen as an expert in your profession.
Follow-up leads to grow your fees. The cold hard truth is many professionals do not follow-up after a client or networking function. I've heard every excuse and quite simply the successful firms are those who follow-up.
From my experience, marketing is often given to an admin person with little support to work miracles. However, if done properly marketing will have management buy-in for support/input and aligned to financial targets.
All marketing can be measured. To find out how - contact Brent Strong who manages TEO Training and provides marketing advice to professional services firms across the country.
|
|