Marketing is Not a One-Person Effort!
Great reputations are built on great service. But you cannot address the needs of every client yourself. That means you must enlist the help of everyone in your firm. The more people who have ownership of client service, the more successful your efforts will be.
To learn from the corporate world, i am happy to share a recent experience I had. A friend of mine, who is the CEO of a family-owned manufacturing plant in New Jersey, commented that she recently overheard one of her sales reps admonishing a customer, making some "demands" on how they fill out their purchase orders. She had to take the rep aside and gently remind her that customers are the heart and soul of the company. Instead of complaining about how hard the customer was making it for the company, they need to do everything they can to make it easy for the customer to do business with them! Instead of chasing away good customers with a "our way or the highway" attitude, train your employees to cherish every contact! The Ritz, Volvo, Disney, Southwest Airlines and others with enviable brands accomplish their reputation because their team of employees has a passion for quality customer care!
It is no different at our firms. Everyone needs to understand they have a role in both client retention and new business development. They can all make a significant contribution to eliminate turnover through passionate client service and they can also be invovled in lead generation and practice development by building a relevant network of relationships in the community. The more "boots on the street" you have representing your firm, the more your brand is enhanced. Don't try to do it all alone - instead spend time building consensus regarding your approach to client service and marketing. The results will be amazing!
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.