cpas learn accounting, auditing and tax. but how do you make a living?<\/i><\/p>\n
by rick telberg<\/b>
\non careers<\/i><\/p>\n
back in school, you probably learned what you need to know to hang out your shingle, but did they teach you to blow your horn?<\/p>\n
because in case you haven’t noticed, you aren’t the only cpa on the block.<\/p>\n
fully half of surveyed corporate financial officers figure they just might switch auditors this year, according to our research. on one hand, that means you’d better be clinging tightly to the clients you have. on the other hand, it means there are a lot of potential clients out there looking for a new cpa firm.<\/p>\n
these corporate financial decision-makers who our studies show tend to be cfos more often than owners or ceos, aren’t likely to notice the cpas who have their noses to their respective grindstones. they’re going to notice the ones who are marketing themselves.so we asked cpas which marketing tactics their firms plan to launch or increase within the next 12 months. we offered 23 typical tactics and an open-ended “other,” and we let respondents check off as many as applied.<\/p>\n
referrals were by far the most popular means of generating new clients, with some 77 percent intending to push for more of them. and networking events \u00e2\u20ac\u201d arguably an effort to unearth referrals \u00e2\u20ac\u201d was second-most popular, at 43 percent.<\/p>\n
then, as you might guess, came web sites, which will be deployed or improved by 41 percent of cpas.<\/p>\n
after that, tactics became markedly less widely used. membership on boards and civic organizations will be sought by 30 percent; seminars will be used by 28 percent; e-mail newsletters will be sent by 21 percent; print newsletters will be issued by only 17 percent.<\/p>\n
other significant responses indicated public relations, direct mail, advertising in print media, telemarketing and trade shows.<\/p>\n
scoring below five percent: blogs, webinars, billboards and radio and tv ads.<\/p>\n
an anonymous cpa firm partner is using something we hadn’t thought to suggest: “advertising\/sponsorship for conferences.”<\/p>\n
another unnamed partner suggested “cross-selling to existing clients.”<\/p>\n
stephen n. broder, a sole proprietor in cherry hill, n.j., is going to use the new jersey society of cpas web site.<\/p>\n
sole proprietors have to try harder, no doubt about it. edward greenlee, who does his own thing in rowlett, tex., is going to apply some good old-fashioned shoe leather: “door-to-door introduction,” he said.<\/p>\n
in cincinnati, michael weitfle, a senior staffer at damon tax service, said his firm is going to hold quickbooks training events.<\/p>\n
bonnie van dyke, a sole proprietor in debary, fla., has found a way to help the world while flogging her services. she serves on not-for-profit boards as a means of networking among business leaders.<\/p>\n
smart move, bonnie. we like that.<\/p>\n
and smart move, everybody else, too, at least those who understand that public accountancy isn’t the most visible profession in the world. to get business, you need to get noticed, and to get noticed, you need to market yourself.<\/p>\n
so get out your horn and get busy. <\/p>\n
[first published by the aicpa]<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"