Posts Tagged ‘visible’

Wednesday, September 4th, 2019

Build Your Brand – Be Visible

“The power of visibility can never be underestimated.” – Margaret Cho

You have heard it over and over in recent years, you have to be visible on social media to attract and retain clients.

Yes, I agree with that. But, I ask more of you!

Don’t forget the old fashioned way. You must be visible in your business community – up close and personal.

Each person working at your CPA firm helps build a reputation for the FIRM. Remember those elevator speeches (describing what you do in 30 seconds)? Are you still teaching your newest team members how to do that? Remember, when someone asks you where you work you don’t say, “I work for an accounting firm.” You say, “I work for Acme CPA firm, the fastest-growing, most knowledgeable and progressive CPA firm in town! I am on the tax team.” Each person crafts their own story.

All your partners and managers should be involved in a charitable or community organization and eventually take a leadership position in that organization.

A basic visibility activity that partners sometimes forget – you eat lunch outside the office every day. Eat lunch with a client, a banker, an attorney or with another person from the firm. Dine at the most popular business lunch place in town where you will be seen by clients, bankers, and attorneys.

An on-going motto for the firm – “Let’s get visible!”

  • A man is not idle because he is absorbed in thought. There is visible labor and there is invisible labor.
  • Victor Hugo

Tuesday, July 31st, 2012

How Visible Is Your Firm, Really?

I talk to so many firm leaders who tell me, “Yes, we have one guy who’s really our rainmaker. He’s really the ‘face of the firm,’ he’s everywhere.”

Yes I hear it over and over, old Bob is the one who really brings in business.

Okay, keep Bob doing what he is doing but it is so important that you develop a plan for “the firm” to be visible – to be recognized by name and to be the progressive, involved, cool firm in your market.

You can do this by orchestrating your visibility. I call it “hitting the street” because I learned that term many years ago from a Big Four partner who lived by that term.

  • Identify all of the business events in your town or city and make sure two or three experienced people take a young accountant along so that your firm has more people there than your competitors.
  • You know the restaurants in town where the attorneys, bankers and other Chamber of Commerce business people eat lunch. Be there often and be sure to take a referral source or a client and a less-experienced person from your firm.
  • Make sure your young people know that it is very important to eat lunch “out.” Don’t let them eat in the lunch room day after day.  Business people in your community will recognize them; maybe not individually but as “those young people from Jones & Co.”
  • Make sure your firm has a blog posted at least twice per week.
  • Write thank-you notes and send them to clients. Yes, surprise them.

This is just the very beginning of a list on how to make your firm visible in your community. Take this list and add to it then share it with partners and team members. Be sure someone is accountable for making it happen – someone has to “own” it or it won’t get done.

Here’s more ideas on this topic from Seth Godin. There are lots of good ideas on his list called “Feet on the Street.”

  • Setting goals is the first step in turning the invisible into the visible.
  • Tony Robbins