The Best Time of Year to Do Marketing: Marketing into a Vacuum – Part Two by Allan Borress, CPA, CFE

"Busy season" is the best time of year to take advantage of marketing opportunities you won't find at other times. In Part One of this article, we discussed in detail why this particular time of year presents a marvelous marketing opportunity that shouldn't be missed because:

  • You have so much contact with clients!
  • Now's the best time to get client referrals
  • Now's the best time to get referrals from referral sources
  • Prospective clients are in the market
  • There's a lot of publicity about taxes - compliance
  • Nobody else is even thinking about marketing.

Public accounting is the easiest business in the world. Most or our competitors (and fellow partners) stop whatever little marketing they might be doing to knock the work out. Therefore, you will be marketing into a virtual vacuum.

Exactly What You Should Be Doing for Maximum Payoff

Take advantage of your total lack of competition in the marketplace by going to a selected number of events where your presence will have the highest impact. You will totally distinguish yourself from the competition who is invisible for these months:

  1. Go to morning breakfast meetings before working hours
  2. Go to luncheon events
  3. Fit in a few "after-hours" gatherings as well. They make a great break from the daily grind.
  4. Pass out as many business cards as you possibly can.
  5. Send a dozen to referral sources with a letter asking for referrals.
  6. When meeting people, give out two cards at a time instead of one. They are the cheapest form of advertising.

Since busy season is the best time of year to do marketing, having more cards out in the marketplace enhances your chances for more new clients and referrals.

Everybody must be involved in the practice development effort

The more people who are out in the community, the more word of mouth advertising will be going on, and the more market penetration there will be. Your people should be out infecting the marketplace, as well.

How to find time do it

If you are really serious about marketing into a vacuum this time of year, here is how to open up some otherwise underutilized time:

  1. Develop the habit of saying to yourself: "What's the best use of my time, right now?"
  2. Re?think your attitude about delegating work to others. Are you ready to invest your time more wisely this busy season? Then go ahead and transfer those items that you absolutely don't have to do, opening up time for more important personal marketing and face?to?face client contact.
  3. Hire additional part or full-time temporary help to free you and others up.

By investing your time appropriately during this hectic period you can positively impact your practice the rest of the year, increase your market share, and bring more money to the bottom line.

Allan Boress, CPA, CFE is the author of The I-Hate-Selling Course, the only training course that completely reinvented the selling process for professional service providers. Visit his website at www.ihatesellinginstitute.com

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