Put Your Clients First -- You Won't Be Sorry

Source: CPA Practice Management Forum

In this article, Sally Glick answers a managing partner's question about whether it is valuable to create a “marketing culture” within a firm. Glick explains what a marketing culture is and how it can benefit firms large and small.

Glick defines a firm's “culture” as a set of expectations, values, and strategies that guide every employee's actions. A “marketing culture” is a set of expectations, values, and strategies that lead team members to focus on the client.

Glick argues that an atmosphere, or culture, focused on the client experience is beneficial to a firm over time. Firms can offer excellence and professionalism, but if team members are not committed to helping clients succeed, a significant component of client service and satisfaction will be missing.

The basis of a marketing culture is to put the client first. Clients who are treated well tend to be loyal. Long-term client loyalty leads to increased profitability through expanded services to existing clients and referrals for new clients.

Glick's tips for creating a marketing culture include:

Determine your firm's mission. (Solicit input from your employees.)

Create an in-house newsletter meant to communicate marketing initiatives, celebrate successes, and increase connection between team members.

Offer positive incentive for marketing efforts. Draw attention to networking successes.

Create a means for coworkers to recognize each other's marketing efforts and successes.

Teach employees how to serve clients better. For example, offer “learning lunches” for your team.

Ensure that leaders lead by example.

For the complete article, read “Why Does a Marketing Culture Matter?”

From CPA Practice Management Forum, Vol. 9, No. 2, February 2013, p. 14.