If You’re on Vacation Right Now, Don’t Read This Today

Posted on June 28, 2012 by Rob Nance

Are you at a firm with European offices? Without a doubt, the folks across the pond do vacation time, a.k.a. “holiday,” the right way. Not once have I had unused vacation time during any year of my career. I’ve never understood people who don’t use all of their vacation time. Most of us are pounding it hard during our work time and we need that decompression time, even if it’s just staying home to work in the yard. If you don’t buy into that concept, maybe you need to speak with Rita Keller. Or a psychiatrist. Or Bozo the Clown (I have no idea what this means…maybe I need a vacation).

There are sound business reasons why leaders should take vacation time. Rita Keller’s list sums it up perfectly. To see that list, click on the photo of Rita below.

I wrote this yesterday; I’m on vacation today and Friday. Cheers!

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Swanson’s SEO Dinner

Posted on June 27, 2012 by Rob Nance

Does SEO, Search Engine Optimization, scare you? Being the specialized area of marketing that it is, most public accounting firm marketers have chosen to outsource this function, and rightfully so. Or ignore SEO altogether.

Brian Swanson of Flashpoint Marketing recently did one of our very popular Ask The Expert sessions here at iShade. Speaking with Brian yielded several takeaways that can all be wrapped up in an umbrella of “SEO is one component of a broader digital marketing strategy–it’s not a stand-alone thing.”

For example, does your firm have video on the web site? “This is a great area to be in,” noted Brian, “especially with the YouTube/Google relationship.”

Whether your site has video or not, it appears that the main thing to think about as a professional services firm marketer is along the lines of what your firm is doing/not doing to convey your thought leadership to your target markets. Brian’s comments about the first half of 2012 touched on thought leadership when he remarked, “Many firms in the past six months have realized their sites do not reflect their thought leadership. Web sites can’t just sit there; marketers know that the sites have to work.”

“Think of digital marketing as four wheels of a car,” quipped Brian. I won’t tell you about the rest of the car, that’s up to you.
*****
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The Walls in Front of You: Part 2

Posted on June 26, 2012 by Rob Nance

First of all, here’s the answer to the poll on yesterday’s post: Woody Allen.

What’s obvious to one person is not necessarily obvious to another. When one person walks in the dark they go one way free and clear; the other person walks into a solid glass wall. It’s the same with business roadblocks.

For more on those business obstacles that accountants and professional services marketers cannot see, I offer the following wisdom from accounting firm marketer Michelle Class. Formerly of Barnes Dennig in Cincinnati, Michelle is now out on her own helping accountants and firms all over the land under the classy business name Marketing with Class. By golly, where did she over come up with that one!?!

Business Development – Relationship Building with a Prospective Client

When you are introduced, propose or present to a potential client, the hidden relationships are some of the most powerful and underestimated pieces to the puzzle. Accountants are diligent to locate red flags in financial statements; however, in person this is much more difficult. So, the solution can be simple – spend about 30 minutes researching online the company or decision makers involved in the selection process, you will uncover the “hidden” relationships that may affect the decision the most and special talents (musically, community-based, etc.) of the decision makers, helping everyone feel more comfortable and connected.

Business Development Process Leads to Successful Client Service

A hidden obstacle for a CPA firm that may be invisible initially is personality differences / conflicts. During the “dating phase” of acquiring a client, most normal behaviors are set aside and true personalities are not revealed. Accountants tend to be very focused on how they will acquire the work and many times miss the obvious differences that may arise. Some red flags may include:
- Is the firm staffed with the “right” types of people to fit into the client’s culture?
- Is the team that proposed the work really part of the engagement team? If not, do not hide this from the client… otherwise, a disastrous outcome may be imminent.
- Will the senior manager on the job be compatible with the company’s
  CFO / controller? (Non-verbal communications will tell you a lot; do they initially respect and trust one another? Will they look to one another for advice, guidance and direction or will the responsibility fall on the younger staff member because he/she is a “people-person” and can gain credibility instantly.
- Hidden Obstacle for Marketing Professionals
  - Marketers are “people-people,” while accountants are “paper-people”. There is quite a difference when you are working together. Many times during my career, I “thought” I had a partner or senior manager on my side, when in reality, they were not bought into my concept at all. The hidden obstacle – accountants are great at keeping a serious demeanor and staying focused without showing much emotion. So, the advice I’d like to share to all marketers is seek to learn more about each decision maker in your firm to ensure that when you think you have earned respect and have buy-in that you really do.

Put some thought into it and you just might avoid some of those invisible glass walls!

Hire and Collect!

Posted on June 25, 2012 by Rob Nance

“If you hire the right people, you can give them the responsibility, then keep your mouth shut and get your paycheck.”

Do you agree with it?

Does this statement reflect the culture of your accounting firm, accounting department or company?

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The Walls in Front of You: Part 1

Posted on June 22, 2012 by Rob Nance

You could probably create a long list of business obstacles that you see in front of you. Most are solid walls built of brick or drywall that you have to hammer through on a regular basis. There are: competitors, market forces, changing technology, staffing, you name it. Every business, firm or accounting practice wages daily battle on these varied fronts. What’s really the ultimate challenge for all of us–accountants, marketers and everyone else–is finding and conquering the walls that are not obvious. Public accounting firms that are taking the extra steps to gather business intelligence on competitors, clients, prospects and referral sources are winning the battles in their respective markets and practice niches.

What walls can you see? What might be the walls that you can’t see?

*****
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Business Facebook Efforts: Buying More or Selling?

Posted on June 21, 2012 by Rob Nance

Seinfeld’s George Costanza once said, “Oh it’s got cache, baby, it’s got cache out the ying-yang!” Well, not anymore. According to various reports, Facebook is losing its cache with teens. This really comes as no surprise to The Curator. Being a former teenager and now the father of two teenagers, it’s easy to see that what’s popular with the teen set one year is not necessarily in favor the following year.

Facebook’s clouds are darkening, gearing up for a storm, in my opinion. Stock price aside, the brand has its advertiser woes, despite a truly massive audience–and now the lustrous bloom seems to be off the proverbial rose. Facebook has even declared a mission to haul in users under the age of 13 (who are currently prohibited) to participate with parental supervision. Furthermore, they are losing any momentum they had with the business crowd, being pushed around on the playground by the LinkedIn, Twitter and Pinterest bullies.

Whether or not you agree with me doesn’t really matter. What does matter, though, is what your firm or accounting practice is doing (or not doing) with Facebook. Bottom line, whatever you decide to do with Facebook and social media in general, it absolutely must make sense within your overall marketing strategy. In the second half of the year, does your firm or accounting practice need to spend more time or less time on your firm’s Facebook page? Has the effort thus far achieved your desired result(s)? Do you even have expectations–or is it just “out there?” These are the questions your firm should be pondering.

Of course, George Costanza also said, “It became very clear to me sitting out there today that every decision I’ve made in my entire life has been wrong. My life is the complete opposite of everything I want it to be. Every instinct I have, in every aspect of life, be it something to wear, something to eat–it’s all been wrong.” And so it goes…

Today’s Sci-Film: America 2012

Posted on June 20, 2012 by Rob Nance

Technological advances and new gadgets have certainly changed how we live and how we choose to spend our time. No one would argue that point. Despite these wonderful upgrades to our lives, both personally and in our careers, would you be happy if advances in technology (other than medical) stopped today? If your gut says “no way,” contemplate that question for a moment anyway. Do we really need better ways in which to communicate, enjoy entertainment, transport ourselves, cook food and perform our work? Did they think the same thing 100 years ago or even a decade ago? It’s an interesting debate, regardless of the side of the fence you fall on. The Curator will join the side with the better food and beer.

So what has all of this technology led to? Talking with accountants over the age of 35, there is a worry—or maybe even a fear—that the 20-somethings and younger are going to forever change the playing field. I’ve got news for you…it’s already changed a helluva lot.

Like it or not, this is a “scheduled call” world. Gone are the days when you could enjoy the expectation of reaching the person you want to speak with on the phone—and with time to converse, or be in a relatively noise-free environment. With calendars and such on devices in your pocket or purse, business society has truly become mechanized. Younger generations are set to pounce on this and take it to the extreme, too. Have you walked around a high school or college campus lately? You don’t see many conversations taking place, or at least not to the degree of what I was a part of in the 80’s. iPods, tablets and smart phones (not sure if they’re really making us smarter)…coupled with kids drinking coffee (what?!?)…America 2012 has become a science-fiction movie.

According to CTIA-The Wireless Association, the average length of a local call has fallen more than 50% over the last decade to around 1.8 minutes. I don’t think it’s so much that people don’t want to talk; it’s more the case that the machines have taken over our lives. Americans send an average of 41 texts a day, with those aged 19-25 sending an average of 110 texts a day. Tip of the iceberg. The expectation, or even hope, that the person with whom you want to speak is live and available to answer your phone call in today’s business world is vanishing faster than the meat platter at a carnivore convention.

Where does this leave the accounting profession? The need to be on the cutting edge of technology and adapting it to your accounting practice has never been more relevant. With your clients, prospects and referral sources, the playing field has been altered; the historically “slow-to-adapt with technology” label that has been slapped on the accounting profession, right or wrong, must be peeled off. It’s a time of change, yes, but also one of immense opportunity.

Discussion Topics for the Water Cooler

Posted on June 19, 2012 by Rob Nance

Twitter recently announced a new logo. Well, it’s not really all that “new”; it’s simply another phase of the little blue bird’s movement. What I didn’t know about this feathered friend is that it was named after basketball legend Larry Bird.

In 21 states, an employer can refuse an applicant who smokes cigarettes. I am all for this–make it all 50 states!

The desk in Neil Diamond’s office is draped in what looks like a bed sheet. Apparently, Diamond covers the desk “so that nobody can move any papers.” Try this in your accounting office!

A Ray of Light in Ohio

Posted on June 13, 2012 by Rob Nance

Sitting in America’s heartland, the rolling fields of Ohio, is a little-known (to the rest of the country) public accounting firm named Rea & Associates. This 12-office, 230-person outfit doing roughly $30 million in annual revenue does something that you might think is a bit corny, but I really like it. Their mantra is called “The Rea Way.” What is it? A code of dress for all employees (picture embroidered beekeeping suits)? Special fragrances (cherry blossoms and Old Spice)? Company cars (old sedans with big plastic chickens on top)? None of the above. Shocking, I know. What it is, “The Rea Way,” is a to-the-point code of conduct that is expected…but not in a Stepford Wives sort of way. You buy in or you don’t, simple as that. Drink the Kool-Aid or work somewhere else. I think it’s pretty cool, actually; I would buy in.

“Serving as a guide to good business and unimpaired decision-making,” this statement was developed as a way to keep Richard Rea’s values alive. Here it is, “The Rea Way”:

You are a Rea ambassador. Always. Maintain integrity
in all you do. Be honest. Be a good steward. Take
ownership. Respect profitability. Respect your clients,
your colleagues and yourself. Be generous with praise
and constructive with criticism. Take your work
personally. Quality counts. Choose to be positive,
every day. Show others that you care. Work together.
Rejoice in others’ achievements. Embrace change. Be open
to the possibilities. Opportunities abound. Believe in
yourself. Dare to dream. Value your clients. Challenge
them to reach their potential. Be a person of influence.
Share your ideas. Raise up leaders. Listen intently. Let
your listening fuel action. Fail forward. Be persistent in
finding creative solutions. Invest in your family, your
community and your future. Never stop learning.
Have fun. Enjoy the journey…

One of Rea’s partners, David Cain, is proud as a peacock when he speaks of the firm, their employees and the solid footing they’ve built for the future.

What can you take from this for your firm or accounting department? Is your place of business walking the walk and talking the talk?

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To Do Social Media or Not Do Social Media, That is the Question

Posted on June 12, 2012 by Rob Nance

The eMarketing Association Network published these “5 Reasons Not to Do Social Marketing.” Regardless of your views on the subject, this list should make public accounting firm marketers think about what they are doing and why.

Now, for those of you who are currently at the conference in Las Vegas, go over to the iShade booth and sign up!

5 Reasons Not to Do Social Marketing:

#1 – You have the writing skills of a coffee table. If you can’t provide relevant content (or hire someone to provide it), you probably won’t do well in the social arena. Engagement is a product of interesting, timely and relevant writing.

#2 – You don’t have any time. Social marketing takes time and effort, if you can’t invest the time, it won’t work. It doesn’t have to be your time but it has to take SOMEBODY’S time.

#3 – Your website hasn’t been updated since 2002. Social marketing comes last. If you don’t have a good site, good products and a business plan, you need to focus on the basics before implementing a social marketing program.

#4 – You don’t know how to use social sites. If you don’t have a LinkedIn profile and a Facebook profile, and think Twitter is something kids do after school, you probably need to get online and start using social. Before you set up a social marketing program learn how to use social media personally.

#5 – You actually believe there is no value in social media. One million plus groups on LinkedIn, over 835,000,000 users worldwide on Facebook, millions of companies engaged on Twitter and other social platforms, they could all be wrong. A passing fad, well most marketers don’t think so.

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Accounting Profession Insight & Observations by Rob Nance

Monthly Archives: June 2012