Academic journal article Journal of Accountancy

Six Steps to Better Marketing

Academic journal article Journal of Accountancy

Six Steps to Better Marketing

Article excerpt

Loyal clients are the most important source of referrals there is, so if you want to get more business, concentrate on the ones you already have. That means giving clients the attention they deserve. Here are six steps you can take to improve your communications effectiveness.

[] Get an e-mail address from clients who have one. You almost can't do business without email addresses these days. If you don't have a current address for every client, obtain one by

* Including a self-addressed stamped postcard requesting it with your next mailing.

* Dividing your client list among your staff members and having them (or an intern) make calls.

* Asking all clients who call whether their e-mail addresses have changed.

[] Help those who don't have an address to set up one. Ira client doesn't yet have e-mail, offer to help. Microsoft's Hotmail ( is an easy, free option. So is Gmail from Google (, but only new users who are invited to join by existing members can get it right now.

[] Learn how your clients like to spend their time and what's important to them. Review profiles and tax returns of clients that generate most of your revenue. Cull the following information: Occupation, industry, professional associations, education, goals, concerns, marital status, religious affiliation (if volunteered), date of birth, clubs, hobbies and interests. Each time you talk with clients, try to note two new facts that add to your understanding of who they are and what they need/want from you. …

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