it’s more than just pleasing the client.
by bruce w. marcus
professional services marketing 3.0
in the firm with a strong marketing culture, getting the client is only half the battle. the other half is keeping the client. it’s done with more than just doing good work. in fact, most clients, surveys tell us, don’t really know how good or how bad your work is. why should they? it’s not the business they’re in. they have to trust the accountant.
more professional services marketing 3.0:•the four cornerstones to building a marketing culture•the nine hallmarks of a marketing culture•getting the client is only half the battle•practice development: it’s not rocket science•nine fundamentals for a healthy marketing culture in an accounting firm•what accounting firms need to understand to grapple with radical change•six reasonable goals for cpa firm marketing•
independent studies also show that a large percentage of accounting firm clients are dissatisfied with the levels of service from their accountants. clients are given no foundation for understanding what’s being done for them, nor are reasonable expectations defined. what basis do clients have, then, for being satisfied?