Why Does Any Business Become Your Client?
In my work with thousands of accountants over the years, I have made an interesting and disturbing discovery: most firms really don’t know why prospects choose to become their clients.
In many cases, clients simply walked in the door and said they needed help and the firm was able to support them. But why your firm over any other? They simply don’t know, and most have never given it much thought. After all, isn’t it good enough that they got the business? Well, no.
The problem is that when you don’t know why people use your service, when you don’t know their specific needs or their buying impulses, then you don’t know how to purposely market to those factors to draw more clients in the future.
The other side of that coin is, of course, that if you do know the elements and characteristics of your firm that draw clients to you, you can maximize those for future fee wins. This is one aspect of ‘attracting’ new work and it’s a skill set that needs to be present in the partners and senior managers of any firm that wants to grow by winning more clients of a higher quality. Read more on Accounting Web.