One aspect of CPA marketing that commonly gets overlooked is researching what the customer wants and expects. Most accountants assume they know these things already, but they might be surprised. Not only is researching an important aspect of CPA marketing, it is one of the most important. The following paragraphs will help explain why this step in CPA marketing is so vital.
Many accountants in public practice are very much convinced that they are already aware of what business owners want from an accounting service, but that is not always the case. Gaining important data, by using good CPA marketing strategies, can teach you much more than you already know. By obtaining information through CPA marketing strategies you can answer some very important questions, such as:
• What are the different categories of potential clients?
• How do I effectively handle each different category of potential clients?
• Ho do I learn to identify potential clients who are easy to sign on from the more difficult ones?
• What are the primary causes of failure and successes in CPA marketing?
Gathering data about potential consumer groups is the best way to obtain information needed to correctly answer the above questions. There are many methods of CPA marketing tools available to help you gather the needed data including:
• mail surveys
• e-mail surveys
Surveys are an effective CPA marketing tool, when you target a group of consumers most likely to answer your surveys, and mail them back to you. Postage paid return envelopes will most often increase the amount of returns you get. E-mail is also a powerful CPA marketing tool, but also has a disadvantage. With e-mail surveys, you are taking a chance that the e-mail ends up in the recipient's spam folder without having been read.
Researching what your potential customers expect from you will increase the amount of new clients you get. Even if you think you already know, you might be amazed.
