How Do You Make a Meaningful Connection?
The Wall Street Journal hosted a small business breakfast in New Jersey this week. The number one marketing tip they shared with the group is this: Demonstrate value by giving away some service that showcases yout skills.
The comment was, "CEOs are thirsty for knowledge." The more you can really show them how you can help them specifically, the quicker trust is built and the quicker they reach the conclusion that they want to work with you. This may mean a 'complimentary' assessment of some sort, a review of their taxes, for example, or of their financial statements, or perhaps an analysis of their internal controls. Your practical and relevant insights after the assessment should go a long way toward convincing them that you are a firm that has the skills and attitude necessary to be a valuable resource for them.
Sally Glick, CMO, Principal, Marketer of the Year in 2003 and AAM Hall of Famer in 2007, will lead a lively discussion of the constantly expanding roles of marketing and the professional marketers that drive this initiative in accounting firms of all sizes.