Four Essential Habits for Building Client Trust

It’s more than just pleasing the client.

by Bruce W. Marcus
Professional Services Marketing 3.0

In the firm with a strong marketing culture, getting the client is only half the battle. The other half is keeping the client. It’s done with more than just doing good work. In fact, most clients, surveys tell us, don’t really know how good or how bad your work is. Why should they? It’s not the business they’re in. They have to trust the accountant.

Bruce W. Marcus

Bruce W. Marcus

More Professional Services Marketing 3.0:The Four Cornerstones to Building A Marketing CultureThe Nine Hallmarks of a Marketing CultureGetting the Client is Only Half the BattlePractice Development: It’s Not Rocket ScienceNine Fundamentals for a Healthy Marketing Culture in an Accounting FirmWhat Accounting Firms Need to Understand to Grapple with Radical ChangeSix Reasonable Goals for CPA Firm Marketing

Independent studies also show that a large percentage of accounting firm clients are dissatisfied with the levels of service from their accountants. Clients are given no foundation for understanding what’s being done for them, nor are reasonable expectations defined. What basis do clients have, then, for being satisfied?

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