Does Your Firm Have an Identity Crisis?

Source: Accounting Today

This article discusses the risks companies face when choosing an accounting firm. Your firm's identity crisis may be aggravating the problem.

If your firm offers a value proposition that does not distinguish it from every other firm, you may have an identity crisis. You may be able to solve this problem if you can deal with the following questions:

• Can a prospective client immediately understand what you can do to solve its problems?
• Do they know what makes you different?
• Do your articles, speeches, white papers, blogs, etc. simply discuss your capabilities rather than provide something of value?
• Do you communicate that the way you train and motivate your people will ensure superior performance and, therefore, superior service?
• Do you demonstrate that you just solve problems or that you also really care about your clients?

For the complete article, click here and select the article "Are You an Appealing Choice?" under Crisis Center in the August 17, 2009, issue.

From Accounting Today, July 20, 2009, SourceMedia Inc., One State Street Plaza, 27th Floor, New York, NY 10004, 800-221-1809.