The Saga of Rudy Giuliani, CPA
By Allan Boress, CPA - So, what happened to our boy Rudy? One minute he looks like a juggernaut, the next he’s on a slow train back to the Apple.
AND – what’s the lesson for CPA firms – and all professionals?
Back in the late 1960’s, there was something called Rock & Roll music. Not that counterfeit crap they’ve played on the radio for the last 18 years or so, but real music – performed by real musicians (think Beatles, Stones, Moody Blues, Jimi Hendrix, Crosby, Stills and Nash – you get the idea. And there was Neil Diamond. He was probably the number one male solo artist in the world; hit after hit. Even his junk, like “Cracklin’ Rose” was an automatic winner.
Circa 1971, Neil decides he is too busy, has enough going on, and takes off for a couple of years to Paris to finish his degree in Economics (he and I have a lot in common besides uncommon good looks). Joni Mitchell had an affair with him and wrote a song about Neil: “I Was a Free Man in Paris.”
Couple years later, Neil returns and resumes his pop career at the top, or so he planned. Only one little problem – he had taken himself out of the marketplace and the consumer had found someone else to throw their money at (James Taylor, Elton John, Cat Stevens, et. al.). Neil’s career never recovered (although he has remained popular, he never again was #1).
WHAT THE HECK HAS THIS GOT TO DO WITH MARKETING AND RUDY GIULIANI???
Easy – Rudy, and most CPA firms, take themselves out of the marketplace when they get too busy or think they have the market sown up. They lose their MARKETING MOMENTUM, and someone sneaks in behind them. Rudi took himself out of the marketplace, and the customer forgot all about him and moved onto someone WHO WAS MORE PERSISTENT.
Who’s sneaking up on your firm, now that the partners have gone into hibernation for the busy season? Or have cut back on the marketing budget because they don’t need it anymore?
Or what firms are you passing by, because for some strange reason the partners understand that marketing is an investment, and not a cost? That a constant marketing presence and effort has always to be in place, or you lose ground, space in your referral sources’ minds and eventually quality work and recruits?
Maybe your firm could use Rudy as an intern, now that he has nothing else to do.
by Allan Boress, CPA - Based on over 25 years being a practitioner and consultant to the profession. Mr. Boress is the author of 12 published books in 6 different languages, including a best-seller, The "I-Hate-Selling" Book.