What Big Firms Can Learn from Sole Practitioners and Small Firms.
“The best independent practitioners have a singular focus on helping their clients achieve their goals,” according to Andrew Sobel, author of the exemplary “All for One: Ten Strategies for Building Trusted Client Relationships.” “They deliver value at every stage of their work, and they do so as quickly as possible and with ruthless efficiency,” he says.
The most successful independent professionals:
Create personal brands by building individual market renown. They create notoriety for themselves through publishing, speaking, and networking, and by focusing on a core specialty for which they become well known. All too often, professionals in large firms spend years sheltered under their firm’s brand.
Regularly develop and disseminate intellectual capital. Often, there are just a handful of partners in large professional firms who create all of the intellectual capital, and everyone else feeds off of it. READ MORE →
Fujitsu, already a leading brand among accounting firms with its ScanSnap scanners, appears to be rapidly shifting its advertising budget into alliances and social media. With alliances, it’s partnering with tax and accounting software publishers in cross-promotional efforts.
In social media, Fujitsu calls its latest Youtube video “The Paper Party.” And provides this intro: “Have you ever wondered what would happen to an office if it went paperless? Check out the video below to watch the hilarious antics of one office after it went paperless. Stay tuned after the video to learn how you can “Tell Us How You’ll ScanSnap” and win a $100 gift card.”
Even if you’re not a Fujitsu fan you’ll probably enjoy the video… and get a glimpse of the trends that are reshaping tax and accounting advertising.
h/t Scott Cytron
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