New Year's Resolutions
By Sally Glick -Every year around January 1st everyone starts to consider what their "resolutions" should be for the coming year. Most of these resolutions are easy to make – but very difficult to keep. While the focus is usually on health related issues – like dieting, exercise and smoking – some are also career related. But this year, why not try something different? Instead of making a list of “to do” items that you cannot or will not follow through on, why not use the start of the new year as a chance to set aside a few minutes to consider your firm and your marketing initiatives from a new perspective? Do not make this an impossible, time-consuming task that you will avoid at all costs. Just take a sheet of paper and think about where your new business generates. At the same time think back to 2008 and consider what your existing clients seemed to appreciate most from you.
It sounds so simple, but it is practical and achievable to begin with just such a list. Perhaps you have gained some exposure and new business from presenting seminars or from writing articles. Maybe your opportunities are coming from interacting regularly with referral sources. No matter which of your marketing programs has worked, the key is to find a way to be more consistent in 2009 and replicate your successes.
Perhaps this year your resolution should be to create a continuous process for branding the firm and strengthening your client base. Once you have identified what tactics have proven to be the best use of your resources, you have to find a way to sustain those activities over time. It is so easy to be reactive, and yet it is more effective to be proactive. Rather than wait for the phone to ring, why not be more involved, more available, more visible. This year, why not make your own good fortune by taking charge and being consistent. Now that’s a resolution worth keeping!
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.