Back in the day, accountants were not much more than pencil-pushers. A solid foundation of technical knowledge, coupled with the occasional 18 holes with a prospective client, was all it took to seal even the most ambitious of deals. But today's accounting landscape is much more sophisticated — and highly competitive.

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	Becca Davis

These days, firms of all sizes have marketing and business development professionals on staff to help develop and execute strategy and differentiate their firms in the sea of others. But marketing doesn’t stop with the internal department. As partners and managing partners begin to understand, respect, and expect successful marketing, they want all professionals — including those fresh out of college — to participate in marketing activities and make their own rain.

When you land a job at the CPA firm of your dreams, think of yourself as a walking, talking billboard. Even the most mundane interactions you have with clients, prospective clients, referral sources, and, yes, colleagues can leave a lasting impression about your firm’s brand — and your own.

When you get right down to it, every time you represent your firm or your profession, you are marketing. You market every day — when you pick up the phone, reply to emails, network at a Chamber of Commerce event, or are surrounded by other business professionals.

If there are any undergraduate accounting programs that include marketing curricula, they are certainly few and far between. And one could argue that the accounting and marketing professions could not be more different from one another, so it’s no surprise that many accountants, from those fresh out of college to those with 20 or 30 years under their belts, are a little uneasy about the prospect of marketing.

But just because it’s unfamiliar and perhaps uncomfortable, don’t think it’s unnecessary. If you want to impress your partners from day one, always have marketing at the top of your mind. While what is expected of you certainly varies by firm, there are several things you can do to improve your reputation as an up-and-coming professional. Marketing is important, but technical knowledge and passing the CPA exam are the first priorities for just about any CPA firm you will encounter. They should be yours too.

With that being said, when you can, focus your non-billable time on the following:

• Read all firm marketing materials, including sales sheets, brochures, and the website, to gain a solid understanding of your firm’s capabilities. Don’t forget to read newsletters too. If a client or coworker mentions something discussed in the publication, you’ll want to know what he or she is talking about.
  
  
• Learn about your firm’s brand and market position. How is your firm different from the one across town? It’s not about being better. It’s about being different.
  
  
• Know the services your firm offers and, over time, work on a complete understanding of these services.
  
  
• Write, memorize, and constantly perfect your elevator speech, a 30-second “commercial” for the services you offer. Basically, it’s a powerful message that can be delivered in a short period of time.
  
  
• Pay attention to your attire and actions. Always have a professional appearance. Dress for the job you want, not the job you have. And remember: just because you are at an event with an open bar, you don’t need to act like you would at Cousin Julie’s wedding. Nobody ever got a bad professional reputation for being too sober.
  
  
• Keep your ears open to client problems and challenges. If you hear anything, tell a partner right away. Even if you don’t know the answer, there may be a way your firm can help.
  
  
• Participate in firm events, both internal and external. You want to be viewed as a team player.
  
  
• Learn who your clients are — by name — and what they do. Learn about their industries too. Today, clients want advisors who truly understand what they do and the specific problems they face.
  
  
• Get involved in the community. Not only will you help make a difference in the lives of your neighbors, but you could make some powerful business connections too.

As you get settled into your new position, you will no doubt be pounded over the head with the concept of “billable time.” New accountants are taught from day one to be efficient and effective. After all, time is money. So if you are thinking, “All of these activities will eat away at my billable time,” then you are correct — and also well trained! And while billable time is certainly important and should take precedence over any activity mentioned here, it’s the non-billable time — the time you spend promoting your firm and yourself in the community — on which your future is built.

Marketing may seem like a daunting task, but you’re not alone. The accounting profession is bursting at the seams with knowledgeable marketers. Marketing in accounting firms is relatively new, yes, but there is a wealth of resources — from books to associations to consultants whose sole purpose is to enrich the marketing professional and the sometimes-leery accountant.

Here are some great places to start:

• Amazon.com: Type “marketing professional service firms” in the search field, and you’ll find oodles and oodles of books to read. And the reader comments will help you decide which book is right for you, your experience level, and your firm’s culture.
  
  
• Association for Accounting Marketing: AAM provides resources and support to more than 800 marketing and sales professionals, partners, and administrators in CPA firms. Benefits for members and non-members alike include newsletters, a virtual learning series, and an annual conference (registration is open now for the 2008 conference in San Diego — student rates and scholarships are available). AAM offers a 30-day free trial, which lets you get a taste of the members-only benefits, which include a discussion list and toolbox with helpful tips and tricks from accounting marketers across the nation. Visit www.accountingmarketing.org to learn more.
  
  
• Accounting marketing consultants: Consultants like Ingenuity Marketing Group (www.ingenuitymarketing.com), Crosley + Company (www.crosleycompany.com), Golden Marketing Inc. (www.goldenmarketinginc.com), The Crevar Group (www.thecrevargroup.com), and LR Marketing Group (www.lrmarketinggroup.com) specialize in accounting and professional services marketing. Their websites offer a variety of newsletters, articles, and blogs designed to educate you. For a comprehensive list of CPA firm consultants, visit www.accountingmarketing.org and click on “Resources” and then “AAM Marketplace.”
  
  
• American Marketing Association: While not as industry-specific as AAM, AMA has college chapters across the nation for those of you who are still living the college years. The AMA website (www.marketingpower.com) has a ton of resources and tools that will help you get more familiar with marketing.

As the public accounting industry grows more and more competitive, it’s important to set yourself apart from the competition. Show that you are different. Show that you want to help grow your firm. Show that you are willing to step outside your comfort zone to learn what it takes to succeed in the profession. A solid foundation of marketing knowledge can certainly set you apart from the crowd.

About the Author

Becca Davis is a marketing coordinator with Rea & Associates Inc., a Top 100 CPA firm with 11 Ohio offices. She can be reached at becca.davis@reacpa.com or 330-339-6651.

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