Marketing Today and tomorrow

A few years ago I was visiting a CPA firm in Chicago that did two things I found intriguing. The first was that when I sat down in their lobby the receptionist handed me a small, printed menu that offered “bottled water, soft drinks, coffee and tea.” While I have never yet been to a firm that doesn’t offer these amenities while you are waiting, I have never seen the message delivered so nicely. The colorful menu with the firm’s logo made a statement about their commitment to my comfort.

As the holiday season draws closer, and people are begining to make the decision of print versus e-mail cards to share their good wishes with clients and colleagues, I have a crazy suggestion.

When you are looking for new ways to distinguish your firm, no matter what size you are, keep in mind that one of the keys to opening the door with prospects is to present them with competitive information. Every business owner, CEO or CFO is looking for the insider's perspective that will help them remain as leaders in their industry. When talking to Russ Molinar at E&Y, he always reminds me that one of their best marrketing tools are the "thought leadership" surveys they conduct.

When I speak with partners at firms across the country, one of the greatest challenges they face is the inability to build a robust marketing culture. Most accountants that I know are excellent at the delivery of technical and business advice to their clients. That's what they love to do, that's what they have been trained to do, and most are very good at it. But, they work with a 'silo' mentality - each focused on the specific needs of the clients they serve.

Satisfied, loyal clients are the foundation of every firm. That being said, how do you know if your clients are really happy with your services?