Question

Topic: Strategy

Marketing Strategy For An Accountancy Firm

Posted by Ann Sheehy on 4/7/2009 at 4:26 PM ET 250 Points
Colleagues, I am working on a marketing strategy for a firm of accountants and hope to identify some real and meaningful USPs. I would appreciate your help in identifying areas that are very important to clients of accountants assuming that credibilty, security, confidentiality and competence are a given. What forward-thinking, proactive services or systems might be offered? If you can help in any way, I'd be delighted to hear from you. Ann
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RESPONSES

  • Posted by Peter (henna gaijin) on 4/7/2009 at 4:28 PM Accepted
    Perhaps focusing on a certain type of client - a particular industry or type of client. Show that they are the expert for this type of client better than anyone else.
  • Posted by CarolBlaha on 4/7/2009 at 4:41 PM Accepted
    today, the hot buttons are accuracy and fraud free.

    My accountant calls me regularly. He reminds me about my quarterly taxes. He was the first person I called when I gave my daughter money for college, when I was thinking of marrying (sorry sign of the times), when I'm thinking of an investment, a new rev stream, when I bought a new car. He is more than a numbers guy, he's part of my network-- and he doesn't charge me for these kinds of inquiries. He doesn't charge anyone for these inquiries. I pay him once a year-- when he does my tax return-- and its high-- over $3K. I don't use him for routine spreadsheets or "what if" spreadsheets. But we have lunch (he buys) several x a year, and we review what makes sense.

    An accounting firm does a lot more than mine does. But getting someone on a retainer and providing ongoing advice might be a break away from those $100 phone calls. When your clients are profitable, you are profitable. But like lawyers and doctors-- you put off that call and get yourself in trouble. Get clients comfortable to not put off that call, know your job is to make clients profitable, and you have a very loyal customer base.
  • Posted by Ann Sheehy on 4/7/2009 at 5:01 PM Author
    Hi Carol

    Thank you for this. Your accountant has certainly become one of your business family if not one of your actual family! Definitely food for thought.

    Ann
  • Posted by Ann Sheehy on 4/7/2009 at 5:33 PM Author
    Thanks for your contribution Peter. That could certainly help create comfort in the client's mind that their industry was understood in-depth.
  • Posted on 4/8/2009 at 12:34 AM Member
    I think that carolblaha has hit the nail on the head.
    These days it is about the relationship between accountants and their clients. Clients want to ‘feel the love’ and use it to measure their satisfaction and perception of value for money. No longer is it about dropping off the shoebox of receipts at tax time, but about building a longstanding TRUSTING relationship.
    Recent discussions about exceptional customer service being the differentiator during difficult times rings true to the accounting profession. People are so wary of their dollars (and who is looking after them) the ‘experience’ now weighs in alongside the givens…credibility, security, confidentiality and competence that you mentioned.
  • Posted by Ann Sheehy on 4/8/2009 at 4:54 AM Author
    Thanks TamOz
    I am also thinking myself that pro-activity and anticipating the short and long-term future needs of each client, really getting involved in their businesses and/or personal wealth management. With today's SMS and RSS feeds it should be possible to keep adding value to client relationships.
    Ann
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