cas marketing is different. here’s how

you are always marketing the impact of your services.

by hitendra patil
the definitive success guide to client accounting services

have a cas question? get it answered here.

q: i always got new clients by word-of-mouth/referrals. i also do a bit of marketing. but with cas, i need to do more marketing because i do not have enough cas clients who can give me cas referrals. is cas marketing different than that for other types of services? 

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a: peter drucker, the legend known as the father of management, celebrated by businessweek magazine as “the man who invented management,” said, “because the purpose of business is to create a customer, the business enterprise has two – and only two – basic functions: marketing and innovation. marketing and innovation produce results; all the rest are costs. marketing is the distinguishing, unique function of the business.”

i am glad you feel the need to do marketing of your cas offering. i’d assume you have “marketing mechanics” in place. you know how to create content and distribute it. you have processes for generating leads, prospecting, closing sales, etc. now, let’s discuss how cas marketing is different. 

cas clients have a different customer experience than non-cas clients. in other words, your clients perceive the value of what you provide in cas differently. to create your firm’s cas marketing strategies and activities, you must identify this “cas value difference.” the best way to do that is to ask your cas clients. make copious notes from such value-identifier discussions. you will find some common, powerful insights from such discussions.  

“marketing and innovation produce results; all the rest are costs. marketing is the distinguishing, unique function of the business.” – peter drucker

the next step is to articulate that value as clearly as possible in your marketing materials and outreach. i recommend you use your cas clients’ words to express the value they perceive. then, test it with a few prospects and see if you can close enough sales with what you articulate. if not, go back and tweak your marketing message. test again. do this repetitively until you are satisfied with the outcome of your cas marketing.  

cas marketing is certainly different than that of your other services. your prospects/clients know that you will e-file their tax returns when they buy your tax preparation service. if you are new to cas, will they/do they precisely know what they will get when they buy your cas offering? maybe not. for cas marketing to be effective, you’ll need to ensure clients/prospects understand how they will use the cas outcome you provide. it is more than just describing outcomes. it is about helping them connect the cas outcomes with their goals/objectives/fears/challenges.

posted on december 7, 2022