Marketing to Current Clients

Source: Accounting Today

This article is based on a Ross McManus survey of 1,200 senior executives.

Clients are less satisfied with your work than you may think. In particular they are disappointed in how well you know their businesses.  What they say you know falls quite a bit short of what you say you know about their businesses.

Clients expect to be offered new services, but they don’t want to be guinea pigs. 

Most clients are not as loyal to you as you would like to think. They will change accountants without any qualms.

You must deliver to every client at least as much as you promised. And your services must be more than just satisfactory. When you follow these principles for servicing clients, you will get more business and unsolicited referrals.

You must develop a marketing plan specific to each client. This means having goals for each client and action plans for meeting them.

For more, see Accounting Today, January 24, 2005, or go to