it’s not too early to plan for next season.
by ed mendlowitz
tax season opportunity guide
marketing takes many forms. further, many accountants are not trained in marketing. i also know that while most cpas want more business, they are too busy with what they have to be actively seeking new business. additionally, marketing can be external, internal or retentive.
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external is where new clients are solicited. that takes effort, ingenuity, time and maybe even some money.
internal is where you sell additional services to existing clients. it takes little effort or time and no money – but some ingenuity. it is low-hanging fruit and not only can help you earn additional revenue but you will be doing a service for your clients, who you will be helping become more secure in their finances.
retentive marketing is what you do to retain or keep your clients. almost no effort or thought other than calling an extra time during the year or dropping them a note asking how they are.
here are some examples for a typical marketing plan:
- let every tax client you meet with know that you do personal financial planning (such as help with investing their 401k or ira rollover account, education funding planning or retirement planning).
- find out one thing that you could help a tax client with, and then call that client in august, september or october to come in for a paid consultation.
- ask each tax client for a referral.
- call every tax client at least once after august 1 to see how they are doing and if you could assist them in any way.
now, write out three things you could do as part of your marketing plan.