Firm members can each contribute to different elements of the firm’s overall marketing plan. Personal plans should be characterized by the following:

• The individual must be committed to making his/her plan work.
• Developing personal relationships should be a continual process.
• Goals should be achievable.
• People should not try to execute initiatives that cause them discomfort.
• The plan should be detailed but also manageable.
• The plan should cover a year but include interim measurable goals.
• The planner should receive support from firm leaders.
• With respect to marketing tasks, quality is more important than quantity.
• A good contact management system is very important.

Before preparing plans, determine:

• Which past personal marketing efforts were effective.
• Which activities are outside your comfort zone.
• How to add value to services provided to your best clients.
• Whether your referral sources have been valuable. Do you have a good network of referrers?
• Whether you have the right skills to help enhance the firm’s image. Should you develop new skills?

Plans should include:

• Possible additional services for current clients.
• A list of new target clients.
• Ways to add new referral sources.
• Ways to improve relationships with existing referral sources.
• Details on public relations possibilities—become source for reporter questions, etc.
• New skills to be developed.

To prepare the plan:

• Build a cross-selling matrix, including:
  • Clients.
  • Current services being provided.
  • Possible new services.
  • Action plans for providing new services, including dates for each activity.
• Create a list of specific targeted clients:
  • Research them for background using search engines, Web sites, chambers of commerce, etc.
  • Determine possible services.
  • Develop an action plan, including who might help with introductions and who might serve as references.
• Develop your referral source network:
  • List specific potential referrers.
  • Create an action plan to develop or expand relationships with them.
  • Delineate specific activities—events, communications, lunches, etc.
  • Keep records of referrals given and received.
• Participate in organizations that meet the following criteria:
  • Potential clients belong and there are opportunities to meet them.
  • Conduct meetings you can attend.
  • Are involved in causes you want to support.
  • Many firm members are not already involved in it.
• Develop public relations initiatives:
  • Get articles published. Mail reprints to clients and prospects.
  • Become known as an expert so publications will seek you for quotes.
  • Seek speaking opportunities.

From CPA Practice Management Forum, CCH Incorporated, 800-449-8114, July 2006, p. 14. For the complete article, click here.