Branding, Marketing & Business Development for Your Firm

Business development, also known as sales, begins to creep in at the higher end of the write-up business. Finding qualified callers and direct sales people is a difficult process. In addition, these are labor-intensive tasks. A letter can be sent to a thousand prospects with relative ease. It may take a few hours to print, fold and stuff the pieces, but to call a thousand prospects just once will take at least 50 to 75 hours (or more). Business developers should be focused on select target groups and supported by a patient firm management group. Your firm’s “A” clients will not break a long-standing relationship with your firm because someone cold-called them. The business developer should be nurturing prospects, waiting for the opportunity to create a relationship, and be the one that is ready to replace the incumbent firm when they stumble.

If you follow these guidelines, you will increase your chance of long-term success.

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Bob Lewis is the Managing Partner of Visionary Marketing, which is 100 percent focused on business development for the accounting profession. He can be reached at 800-995-9186 or blewis@ThinkVisionary.com.