There is another factor here that should not be ignored, particularly by small firm practitioners. Today's CPA must offer the value added by serving as a consultant in order to secure the client- practitioner relationship. Develop a key prospect list. This list should grow as your expertise in specialized areas increases, as new possibilities arise, and as your marketing efforts progress. Indefinite and indiscriminate marketing is useless and a waste of time.
Actual prospects are what count.
Position yourself in the marketplace. It is your job to shape and fashion the perception which prospects have of you and your firm. It is your job to determine, define, present, and then control the way you are perceived. Remember, people want to do business with successful firms. The image you convey determines how prospects think of you.