The Rehmann Group in Saginaw, Michigan, has completed a rebranding and new strategic plan under the leadership of Mitchell Reno, director of sales and marketing.

Rebranding was based in part on focus groups with clients and others, and on client satisfaction surveys as well. A key element was training staff to communicate the new brand identity to clients. Staff have to make the message a part of their everyday lives. Part of the new brand identity is based on new values, including the goal of being positive and hands-on in solving client problems. The firm created relationship management courses, teaching staff to ask questions to gain better understanding of clients and to properly present solutions. The firm’s True Blue Handbook, among other things, details the relationship management process and shows how to discover consulting opportunities.

Reno also reconstructed the sales group. The sales division has nine people, including five telemarketers who call people who don’t know the firm. Using direct mail to lay the groundwork, the inside sales force creates 70 percent of the sales division’s leads. The telemarketers have been able to build surprisingly good rapport with CEOs and CFOs.

The goal is to achieve $8 in revenue for every $1 spent in marketing and sales. In 2005 the actual result was $6.47 per $1 in expenses.

From CPA Practice Management Forum, CCH Incorporated, 800-449-8114, September 2006, p. 15.