your reminders must be constant and relevant.
by ed mendlowitz
call me before you do anything: the art of accounting
i once worked for someone who lost a client to “the other guy’s accountant.”
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it happened when the client went into a new business with another person – the “other guy.” so my boss lost both the client and the new opportunity to work on the new business. from then on, my boss always wanted to be “the other guy’s accountant.” me too!
one of the things i do is to let clients know about my and my firm’s abilities, capabilities, staff support, growth, specialties and network range. this is a continuous process. you cannot assume they know or will remember, and you must keep doing it so they also feel it. i do this a lot and it always amazes me when a client asks me if i could refer someone to do something that i have told them dozens of times that i do.
just because you have told them what you do doesn’t mean you can assume they will recall it when they need that kind of work done.
self-promotion with clients is an ongoing process that needs to be direct, but subtle, and must be related to the client’s current, future and potential needs. it needs to be constant, continuous and not be annoying.
i do it and so can you. now, i am always “the other guy’s accountant!”