You want to grow your accounting practice. The object is to move it upmarket. Adding senior executives makes sense because people with complicated compensation plans need serious tax advice. If you are in a major metro market, there’s a steady flow moving into the area. How do you get started?
It starts with Identifying Them. Your local business journal will have a “People on the Move” section. The major daily newspaper with a decent business section has a similar section. These publications should be available online. The information should be fresh.
Understand what’s going on in their head. As a senior executive, they have been relocated by their firm. They might be a competitive hire. They need to make lots of decisions very quickly. These include where to live, the best private schools for their children and the right country club. They need advice, yet will be cautious. They want to make these decisions quickly, putting this behind them. They need to hit the ground running in their new role at the company.
The next step is Contacting Them. The best strategy I found originated in the financial services industry. Every major city has a magazine bearing its name. Once a year they usually publish a “Best of” edition listing top ten neighborhoods, private schools, country clubs, etc. The advisor would buy a stack.
He would prepare a cover letter welcoming the executive to the city and explaining the magazine should be useful. He indicates he will be calling in the future.
He sends the package by Overnight Mail to the executive’s office.
Here’s why the strategy works:
- The executive needs impartial data on where to live, quality of schools, etc. The people he might ask either don’t have the full picture. Realtors might have an interest in selling their own listings. The magazine is more impartial.
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