An image to impress both firm and client

Article Abstract:

The marketing function in accounting practices begins with identification and evaluation of perceptions of the firm held by both clients and partners, then undertakes correction or reinforcement of these perceptions as appropriate. Because service organizations such as accounting firms rely on people to satisfy the needs of their clients, the quality and consistency of their services can vary, thereby impacting clients' perceptions. Internal marketing has subsequently evolved to address service firms' growing need for internal focus, and requires as much effort as external marketing. Internal marketing encompasses such tasks as developing a consistent staff image, supporting staff through internal organizational systems and routines, involving all levels of staff in marketing plan development, and making marketing an integral part of the firm's culture.

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Your clients, your competitors, and how to keep them apart

Article Abstract:

Accounting firms can market their services more effectively if they understand how they are perceived by their clients, and what the needs and wants of their clients are. Accounting firms should hire a specialist to conduct both an internal study of the the firm's senior partners, and an external study of the firm's clients. The interviews should be conducted face to face using a 'semi-structured' questionnaire. The questions on the external survey should determine whether the client uses more than one accounting firm, what types of work each accounting firm does, how long the firms have been retained by the client, and how the client would rate the performance of each firm.

Management, Practice

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A recipe for growth

Article Abstract:

Marketing professional accounting services requires design of an annually revised marketing plan based on research into current and potential clients. Most of a firm's growth comes from the current client base, so this group must be at the focus of the plan. Research should determine if there are any needs that are not being addressed, if there are services the client is not using, and if is there any danger of the client going to another accountancy. Gaining new clients requires targeting potential firms and the accountable individuals and determining a strategy to gain their business.

Planning

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