Magazine article The CPA Journal

Whatever Happened to Good Old Fashioned Pd?

Magazine article The CPA Journal

Whatever Happened to Good Old Fashioned Pd?

Article excerpt

Now that we live in a dog-eat-dog marketing--or "business"--environment, can CPAs still use some of the past generations' nice-guy techniques for meeting and impressing prospective clients, the ultimate goal being a long-term relationship? If you still believe that clients are really interested in quality professional services and engage professionals based on their personal knowledge of the professionals' successes, the answer is "yes." If, however, you believe that we are selling shelf-item commodities, then we should certainly restrict our marketing efforts to intrusive cold telemarketing by business "professionals," direct-mail advertising--also not terribly warm and fuzzy--overflowing with self adulation, and just plain hard sell. While it is not the purpose of this commentary to challenge the business-getting effectiveness of these latter marketing techniques, I raise the question as to the long-term value of relying on personal relationships as the major source of new business.

So, what nice-guy techniques still work in this very competitive environment? How does the public find out about you, your firm, and your particular expertise (or market niche)?

Why not just start out b joining your community, where the business is, where you might just be exposed to the movers and shakers you want to get to know. Some real community service wouldn't hurt. A significant number of investment bankers, commercial bankers, and lawyers serve on not-for-profit boards and their budget, planning, and finance committees, to say nothing of the many trade associations (including the one in your niche market) and service clubs, e. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.