| Source: Accounting Office Management & Administration Report
Here are some reasons to market during tax season even if you don’t need more clients:
- Marketing is easy if you use your frequent client contacts to ask about their problems. That may lead to engagements.
- You eat breakfast and lunch anyway. And it’s good to eat out of the office to break your routine. Use these opportunities to meet with clients, prospects, etc.
- Developing a brand identity takes a lot of marketing effort. You can’t afford to discontinue it and start it up again.
- You can build the kind of client base you want. Select profitable clients and fire unprofitable ones. It allows you to focus on your most profitable services and to employ your most efficient resources.
- Build alliances. Getting to know peers through state society participation may result in joint ventures and other profitable, long-term alliances.
- If you allow partners to select their favorite marketing-related activities, marketing can be fun. Approach it not as marketing, but as creating a skill inventory. Find out who is interested in writing, speaking, teaching, community work, pro bono work, Website development, etc.
- Interviews of prospective staff members are marketing activities. You are marketing the firm to them. This also applies to orientation sessions, mentoring, firm meetings, bringing staff members to clients to start engagements, performance evaluations, etc.
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From Accounting Office Management & Administration Report, March 2006, p. 1. For subscription information contact Institute of Management & Administration, Inc., 3 Park Avenue, 30th Floor, New York, NY 10016-5902. One-year subscription $349. 212-244-0360, [email protected]. |
