1. Know what your unique niche is and create a business plan accordingly.
2. Have a strong marketing component within your business or a separate and complete marketing plan.
3. Check out the competition and find out about pricing in your marketplace. There may be competitors lurking behind guises such as banks and those you might have thought as potential partners.

1. Network effectively and relentlessly -- it pays off.
2. Follow up every lead; be thorough and persistent. Keep accurate records (contact software helps) and don't procrastinate on follow-ups. Pick up the phone and do it.
3. Avoid committees, boards of trade or chambers of commerce. Get professional exposure through your targeted market niche industry associations. Become an active member where your prospective clients congregate. Your accounting associations are where you meet your competition not your clients. Willy Sutton, legendary bank robber was asked why he only robbed banks and replied, "Because that's where the money is!"
4. Attend and possibly exhibit in trade shows pertaining to your target market niches. You could be one of a kind at that show and find all sorts of leads outside your normal channels.
5. Always thank the people who give you leads and referrals, and let them know how the lead turned out. Reciprocate in some thoughtful and ethical manner.
6. If you prefer dental root canal procedures to speaking in public, take lessons and join the National Speakers Association -- it will pay off!

 

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Professionalism and Attitude

1. Set high standards for yourself and live up to them. Become known for honest, quality services.
2. Always be ethical and professional in all of your business relationships. Stand up for what you believe in and don't be afraid to say no if it doesn't feel right.
3. Demonstrate respect for yourself and your clients.
4. Be prepared to talk enthusiastically about what you do. Be positive, above all, don't whine.  You cannot promote yourself or your practice with a negative attitude.
5. Recognition of others, whether public or personal, is a sure way to gain friends and build relationships. It builds self-esteem in others and will go a long way to getting the word out about you. 

1. Your collateral materials and web site reflect your business, so make sure they are appropriate. Cute might be fun somewhere but not if you expect to be taken seriously as an independent accounting practitioner. Get professional assistance to design them if you need it.
2. Articulate your strengths without bragging.
3. Stay on top of your targeted market niches. Read, attend events and educational sessions.

1. Market continuously. Schedule and use the time every day.
2. Utilize an email newsletter program for current and prospective clients.
3. Don't flood the marketplace with your materials. Target your prospects, qualify them and then continue to market to them.
4. Don't let "brain pickers" waste your time. There are clients and prospective clients and the others don't count. Be diligent about how you spend your time.
5. Wear shirts or other apparel with your logo and sponsor a team sweater or something tastefully creative.
6. Ask for referrals at every opportunity.

1. Participate in online and outsourced Internet-based accounting.
2. Use the Internet and email, participate in portals such as SmartPros.com (www.smartpros.com), ask questions, read books and establish your own Web site.

About the Author: Jack Fox, an author, consultant and speaker, specializing in accounting practice development is the founder and CEO of The Accounting Guild, a marketing consortium in Las Vegas, Nevada.  He is the author of seven accounting and business books, including the third edition of his best selling book, Starting and Building Your Own Accounting Business, and Building a Profitable Online Accounting Practice, published by John Wiley & Sons.  Contact Jack at jackfox@accountingguild.com or 702-242-8725