Marketing Through Research

Gail Crosley, Crosley + Co., writing in Accounting Today, offers “research calling” to relieve the stress of the customary rainmaking activities. You introduce yourself to a company as someone trying to learn about its industry. If you are welcomed (most executives like to talk about their businesses), you can ask: 

• About the conditions in the industry

• What problems are facing the industry

• What are the best methods of keeping informed on the industry

• Which are the best publications and associations

• How to best build an accounting practice in the industry

• Who else you should talk to in the industry

You won’t be asking for business during these calls. But you should get more leads than from unstructured luncheon meetings with referral sources.

For more, see Accounting Today, January 2005,

http://www.webcpa.com/article.cfm?articleid=10272&;pg=acctoday