Know-How Exchange : Advertising/PR

Unless your accountants are well-known, you'll first have to build up awareness and more importantly, trust. You're asking people to trust you (strangers) with their money. To do so, you'll need to both network in your community and offer something that no one else does (perhaps you can save them money over their existing accounting -- finding opportunities in cash flow, cost savings, etc.).

If it were me, I would focus on networking with owners of small businesses and with providers of business services (such as attorneys) who can recommend you to their business contacts.

Is there some specific type of accounting service would you provide? For example, do you plan to specialize in taxes or in payroll or in some other area? The more specific information you can give us, the more hopeful we can be.

Good luck.

If you practice in the United States, I would recommend that you sign up with GoodAccountants.com. When we started our company, I searched high and low for a good accountant, preferably a CPA, experienced in the high tech industry and especially with visual design / interactive design companies. I researched accounting associations, interviewed many accountants, and sought recommendations from professional discussion groups I belong to, as well as from our lawyers. I couldn't find a single accountant in my geographic area who fulfilled my simple requirement of at least having some basic knowledge about technology and the Internet.

I discovered that the great majority of small business accountants have an AOL email address and no Web site. Clearly, I was not going to give our company account to people who have no clue at all about my business and who show no interest in it. I was so desperate that one day I just typed in goodaccountants in the URL window and up came www.goodaccountants.com. Within 24 hours of my completing their form, I received a telephone call from a local CPA with not only his own Web site (WebTaxCPA.com), but with other high tech clients.

The point is that the high tech industry (at least for small and mid-sized companies) is an under-served market or, probably more appropriately, is not well served by the accounting profession. You have an opportunity to land new clients (like our accountant did) by differentiating yourself from about 90% of your luddite competitors.

The accounting sector that has done very little to modernize itself. Accountants seem to believe that because they use Quickbooks and other accounting software that they're fulfilling the need. But they are not.

There are many Internet service and software manufacturing company owners who understand and value the importance of having an accountant who not only understands the Internet and technology AND has technology-related clients, BUT who also actually uses the Internet and the technologies that form the foundation of our business sector.

Since you're here on MarketingProfs.com, I anticipate that you're Web and technology friendly. If you want to get clients, start off by getting a business-professional email address (not Hotmail, AOL, or Yahoo) and, preferably, a Web site if you haven't already done so. Then to start with, try advertising your competence and understanding of technology to the small- and mid-sized high tech-related industry to test this market's response. You can also tailor your message to fit other business sectors that interest you. For example, even a grocery store must use technology to run efficiently.

A major reason for my wanting an accountant experienced in my industry is because I expect the accountant to apply tax rules honestly and simultaneously to my company's best advantage. If the accountant doesn't understand my industry, (s)he's not going to ever be able to give me the very best advice. Also, I expect my accountant to have information about my industry that I can't get elsewhere. For example, if my accountant has other clients in my industry, (s)he'll be better able to tell me whether I'm operating within acceptable standards, am I earning a profit margin that is within the industry average, etc. These are points you can use in your self-promotion because these are among your target market's expectations.

I hope this has been helpful. Good luck!

Hello,

Join a BNI group. The accountant in our group does really well. Plus you will learn how to network like a pro.

Look for a group that has been around for a while and has at least 20+ members. Make sure they have a realtor, mortgage person, closing attn, General law etc.

Thank you
Tom

Networking is #1.

In addition to the networking, offer the public seminars and information about managing their finances, etc., including information about the specialties your firm offers.

You can also raise awareness and bring your firm credibility by writing articles for the local papers and offering yourselves as authoritative references to local media outlets.