Marketing tax services.

• Author: Garman, Ronald L.

It has become obvious to all CPAs that marketing is an essential tool to the success of their practices. However, the focus is usually general in nature. Most firms' brochures and newsletters contain some tax-related subjects and, in that sense, represent tax advertising. However, very few firms have a specific marketing plan that focuses on looking for opportunities to sell tax services.

Most tax professionals are technicians. They understand and interpret various tax rules and regulations, and are excited by taking a complicated or unusual tax situation and finding a way to save the client tax dollars; marketing tax services is usually the farthest thing from their minds. Yet these individuals are the most likely to see tax scenarios that can be exploited and generate additional work. Most client service professionals have the opportunities because they usually know intimate details of the client's business. However, they are not aware of all the tax implications, and often do not recognize an opportunity. Ironically, in most cases, it is much easier to sell a client or potential client on tax-related services because saving taxes is a high priority. In clients' minds, financial statements are often only a necessary evil.

A marketing attitude

The real challenge is to create a marketing attitude or culture within the tax practice. The decision that tax professionals will have a marketing responsibility must be clearly communicated - at staff meetings and during individual staff evaluations. In the case of certain managers, supervisors and seniors, marketing should be added as one of the criteria to be considered during the normal review process.

It is important for staff members to be aware of any opportunity to market tax services. As they read articles, new law, etc., they should think about the clients they work with and how this information may be applied to everyday situations. It is also important to keep an eye out for specific tax topics that can be marketed to current clients as well as potential clients.

A marketing plan

Attitude is only one part of the overall program. The next step is to design an actual plan that can be implemented and monitored. The entire tax group should discuss marketing, assess the staff's strengths and weaknesses, and create and assign goals. Some staff members can take an active client role, others have a more public role and still others can work internally.

The next step is to prepare a written...