Discussions about how to win new clients usually involves discussion of the “network" myth.
You may have recruited experts to your company in order to have access to their professional networks. Word of mouth marketing and referrals is the most dependable way for specialized, knowledge services to win new clients.
I call it the “network myth” because everyone's network which has been built face-to-face has a geographic limitation. Not only is a referral from a personal network likely to be to a peer, with similar background and responsibilites, but there is a likelihood of that access being limited to one business level or one geographic location.
"Natural" networks may not provide access to the “dream client” companies on your wish list. Social networks are frequently a mirror image of an individual. If you are a CPA, your network will probably include a lot of folks like yourself. Moreover, your network will probably represent a specific industry and specialty.
Let’s say you are considering hiring a CPA who has spent most of their career in consumer packaged goods, supply chain financial management because they would understand you.
Your firm has a lot of consumer packaged good companies on your roster but you’d like to do work in the wireless industry.
Will hiring this person, even though they have a Rolodex to die for, help your firm to diversify into the wireless industry where long-term prospects are probably better?
Catherine Mcquaid is a Big Game Hunter in the Urban Jungle. Her clients are mid-sized business services firms who want to win consulting assignments with the Fortune 1000. Trained as a semiotician/literature critic, she runs a key account development business.
Her strategies for engaging senior executives of large companies can be used by big game hunters everywhere. She writes on Major Account Acquisition strategies.
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