Wednesday, September 1st, 2021

Build A Marketing Culture

“Doubt is a killer. You just have to know who you are and what you stand for.” -Jennifer Lopez

As baby boomers retire and many of them have already, the firm is usually faced with a shortage of rainmakers. Of course, their knowledge and experience with technical work are also missed.

Firms have spent many years and a lot of money developing technical experts. But, have they spent many years and lots of money developing rainmakers? The answer is no.

It is so important to instill the responsibility and expertise for bringing in new business in everyone working at the firm, especially the younger accountants. I have observed that firm leaders don’t begin early enough to develop future rainmakers. Here are some suggestions on how to build enthusiasm for marketing.

Marketing Education From Day One – As part of orientation, be sure your new hire spends some time with your marketing director (or firm administrator) to learn about firm marketing efforts. One marketing director gives the newbies a “tour” of the marketing closet, showing them the firm marketing collateral and giving them their business cards on the first day. Set a goal for them to distribute their business card to twenty people their first week at the firm. Assure them that they can give it to friends and even relatives, just for the practice. The marketing director has a lot to teach new hires.

Provide Opportunities to Practice – Organize a marketing skills lunch and learn for staff. At my firm, we even talked about the proper way to shake hands and had them practice with each other. Have them develop their elevator speech (how they quickly describe what they do and who they work for in an informative and brief way).

Establish Accountability – A simple, easy-to-use marketing activity report is an important tool for new staff. Sometimes, even managers need marketing education. The marketing activity report is submitted to the marketing director every month.

Leaders Setting The Example – Young people learn from observing others. Do all your partners frequently attend community and business events? Are your partners writing articles for the firm newsletter? Do you have some partners who blog, tweet, or do podcasts?

Always Have A Shadow – Partners and more experienced accountants should always offer to take a beginner along on a prospect meeting. When you have a lunch meeting with a current client, invite a beginner. You can flatter your important client by saying, “Today I have asked Ned Newbie to join us for lunch. He is new to the firm and just learning how CPAs work. I thought he could learn benefit from attending a lunch meeting with an important client like you.”

Building the enthusiasm for marketing doesn’t happen naturally for accountants. Don’t wait until a manager is being considered for partnership before they know that bringing in business is an expectation.

  • "Your attitude, not your aptitude, will determine your altitude."
  • Zig Ziglar

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