This simple chart shows the percentage of CPA firms by size in 4 separate regions, using a small sample overall. Because the overall number of firms reviewed is small, this chart is a rough estimate, for discussion purposes only.
When a marketing agency or other services provider is working to gain new CPA clients, they can position the individual firm based on business, finance or tax sectors, size, and more.
Some describe the differentiation as Positioning, Branding, Identity and other terms. These somehow describe the firm so potential clients can quickly understand if a firm is right for them or not.
Ways To Compare. The competitive qualities of a CPA firm are partially based on the number of CPAs, and partially based on the following factors: range of major services; experience in specific business, investment and tax sectors; communication skills; number of support personnel; software expertise; responsiveness to client or tax department queries, and more.
That complexity leads to slow decisions as potential clients try to get a “feel” for each potential CPA firm who might serve them. The decision is intellectual and emotional.
Testimonials tell a lot. The following is slightly edited but the original message is maintained: “They took the time to explain what they’re doing, what they offer and how it could work, what they expect from us to have a smooth relationship.”
It is within the slow decision process over weeks and months where critical communications have value. The potential client can learn of the CPA firm through a web search, referral from a business colleague, networking at a local event, download a How-To document, listen to a presentation at a Chamber of Commerce event and other media or communications forms.
Each time the potential client listens to or reads about the CPAs, the message needs to be consistent. That common positioning across media builds the differentiation, understanding and trust. Trust is the goal.
Discovering how actual clients learned about a CPA firm, then compared and made final choice over other firms has real ROI. Talk to us about the detailed insights, testimonials, competitive decision factors and more; which are part of a Feedback And Reputation Report from Gap Management.
