Dec 19th 2013
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Welcome to the AccountingWEB series "Marketing Today and Tomorrow" by Sally Glick, CMO, principal, Sobel & Co., LLC. You can see all of her articles here.
While your client service schedule may seem a bit overwhelming to you in December, this is actually a perfect time for you to add real value to your client interactions.
In my experience, truly successful marketing typically has less to do with social media, blogs, and newsletters than it has to do with personal outreach, making memorable connections and adding value for a business owner or decision maker. While we obviously could not build our firm's brand as effectively without these cutting-edge communication tools and others that support building our name recognition, I really think that nothing equals the power of a personal connection.
With that in mind, if you agree as well, the approach of the year-end offers an excellent opportunity for you to speak to your "A" and "B" clients individually, reviewing what they have achieved so far and considering what new goals they want to establish for 2014 and beyond. Year-end is not just a great time for discussing tax strategies, but also for talking over business planning as well.
While we were at dinner this week, one of our clients told me that she is most appreciative that we call her frequently and that we initiate discussions, sometimes on tough topics. She said she was glad to know we "have her back" and that we do not assume she has all the answers.
It is obvious that sometimes clients, caught up in the daily routine of operations and management, do not pause to think strategically – and they need to be prodded a bit. This is a common situation with midsized, family-owned, and privately-held companies, which is exactly why it is such a great season, not only for celebrating, but also for concentrating, collaborating, and communicating.
I would love to hear some of your best practices for year-end meetings with your clients. No matter what, though, take the time to make that call or schedule an informal or even formal visit to catch up and help them remain positioned to move forward.
About the author:
Sally Glick, CMO, principal, Sobel & Co, LLC, brings the experience and insights she has gained during her more than thirty years in the profession. She has spent her career working as a marketing consultant assisting a wide range of CPA firms across the country. At Sobel & Co., she has responsibility for the firm's marketing communications and its focus on business development.