Managing Risk in Client Relations

Wishful thinking?

by Bruce W. Marcus
Professional Services Marketing 3.0

CPA Trendlines research has uncovered the startling fact of the wide disparity between how accounting firm management perceives their own performance and how their clients see their performance. (Join the survey; get the results.)

Bruce W. Marcus
Bruce W. Marcus

RELATED:  Your Clients Love You? What If You’re Wrong?  The Three Degrees of Risk  • Four Essential Habits for Building Client Trust   •  The Nine Hallmarks of a Marketing Culture  •  The Four Cornerstones to Building A Marketing Culture   •   Getting the Client is Only Half the Battle  • Practice Development: It’s Not Rocket Science  •  Nine Fundamentals for a Healthy Marketing Culture in an Accounting Firm  •

Another consideration of risk lies in a tendency to ignore or distort reality, which can lead to a vast expectations gap.

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Bruce W. Marcus



About the Author

Bruce W. Marcus remains a pioneer in the modern practices of professional services marketing even after his death in 2014 at age 89. He is the author of the seminal work, Professional Services Marketing 3.0, published by CPA Trendlines. he Association for Accounting Marketing named a lifetime achievement award in his honor.

In 1951 (with a degree in Economics and Philosophy), he joined the then-Big Eight accounting firm, Peat Marwick Mitchell to establish the firm’s library, where he developed an article writing and seminar program that successfully promoted the firm’s reputation.

He has served as a public relations and marketing executive or consultant to most of the international accounting firms, and many large and small law firms.

His book, Competing For Clients (1986) was one of the first to delineate the new practices of professional services marketing, followed by more than a dozen books on professional services marketing, real estate marketing, investor relations, and international accounting standards.

His first newsletter, The Marcus Report (1986), was followed by the award-winning www.marcusletter.com in 1995 — one of the longest running letters on marketing for lawyers and accountants.

He served on the editorial boards of several leading professional services publications, a contributor to many publications, and has been a keynote speaker at major conferences.

He taught one of the first courses in professional services marketing at the Fordham University Graduate School of Business, and lectures frequently at the Fordham University Law School.

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