Today’s successful CPAs have realized that one of their most valued privileges is the ability to take control over their careers by filling their days with the type of work they enjoy. And all it takes is a little focus, dedication and commitment toward common goals. By developing and executing a personal marketing plan, you can determine exactly where you want your practice to go and how you will get there. In my last column, I revealed four strategies for build your book of business. Here are three more strategies to solidify that plan.

1. Personal brand-building.
   
   A number of years ago, Bob Bunting, the former managing partner of Seattle-based Moss Adams coined the phrase “famous person,” referring to a professional who has built a name for him or herself.
   
   Over time, such professionals will become “famous” among the targeted group for their industry knowledge or subject-matter expertise. As a result, they become sought-after advisors for the sector — a strategy also known as personal brand-building.
   
   This strategy employs many of the same techniques that organizations use to build their own brands. Successful brand-building techniques include an integrated combination of activities such as writing articles, speaking, positioning yourself as a resource for the media and serving in leadership roles on various boards and committees within the profession. As you develop your personal brand, it is important to focus your attention on areas in which you are interested, and avoid those in which you are not comfortable.
2. Referral relationships.
   
   Referrals continue to be the number one way that CPAs develop new leads. These referrals come from a variety of sources, with clients often topping the list. Other providers of referrals include attorneys, bankers, brokers, bonding and surety agents, IT professionals, trade association executives and other professionals within your own firm. Successful marketing plans can help you prioritize and manage your relationships with these professionals over time.
   
   Clients can be the best source of new business leads because they understand the value that their CPA brings. You should realize that your clients are often eager to help you, but they may need a little prompting to do so. Many CPAs are reluctant to ask for referrals. Why?
   
   For most it is the fear of rejection or appearing too pushy. Being successful at developing client referrals requires a change in mindset. The next time a client praises you for a job well done, don’t just stop at “thank you.” Take advantage of the opportunity to let your clients know that you are always looking for a few new clients just like them. You might be surprised at their response. If you don’t take the initiative, you may never reap the rewards.
   
   As you look for referrals beyond your client base, reach out to other professionals that serve similar types of clients. Get to know the advisors of your top clients. Learn all that you can about their practices. Understand who their “ideal” clients are, and what those clients value from a relationship with them. Share the focus of your personal marketing plans with them so they have a clear understanding of the type of practice that you are working to develop. This will help them to provide meaningful referrals. Your ability to reciprocate is equally important as you look to develop long-term relationships with these professionals.
3. Clearly-defined sales strategies.
   
   As your personal marketing plan begins to produce results, you will find yourself with a number of new business opportunities. To make the most of your hard work, it is important to develop an organized approach to turning these leads into new clients. If not, you run the risk of losing out on potential new revenues. As you strengthen your sales skills, you will discover proven techniques that will help you become more successful.
   
   During the sales process, it is important to remember that all a prospect has to base their decision on whether to hire you is what they have read or heard about you. It might be the helpful information you shared with them in a recent seminar, or the glowing remarks a referral source made about you. Therefore, it is critical for you to use every opportunity with prospects to your advantage. Do your homework. Learn all you can before making the visit. Ask powerful questions to understand their needs and demonstrate your knowledge. Be able to communicate your competitive advantages. Use stories to help your prospects understand your capabilities. Use your meetings, phone calls, correspondence and proposals to demonstrate the type of advisor you would be, if selected.

Conclusion

A personal marketing plan is the blueprint that outlines where you want to take your practice and how you want to go about getting there. The rewards will be great if you have the discipline to stay on course. As Walt Disney said, "The way to get started is to stop talking and start doing.”

Tracy Crevar Warren, president and founder of The Crevar Group, advises professional services firms striving to grow and maximize performance. Warren was named by Accounting Today as one of the 100 Most Influential People in the accounting industry. She is an author and frequent speaker on various growth, business development, and marketing topics for local, regional, national and international audiences. Warren can be reached at (336) 889-GROW (4769).