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Publisher's Note |
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While shopping with my wife recently, I spotted a rack of $15 shorts in an Eddie Bauer store. Being one to take advantage of bargains and minimize the number of shopping excursions, I commented to my wife, “I think I need to get a bunch of these.” She replied, “They’re the same kind as what you are wearing; don’t you want something different?” At the time, I was wearing my favorite pair of shorts, which were extremely similar to what I found on sale. That was exactly why I decided I needed eight more pairs of these shorts! Why try something new? That doesn’t make sense to me!
This moment with my wife made me think back to going after new business in public accounting. For those of you who make these efforts a part of your day, you know how difficult it is to land those accounts that are currently pleased with one of your competitors. Easier scenarios are when those accounts are unhappy with the services they are receiving, the costs are too high, or they are forced to make a change because of mandatory audit firm replacements. Bringing in clients that are set in their ways (like me with my shorts), well, that’s a whole other kettle of fish.
So what are small firms doing more of these days with their business development efforts? One answer keeps coming up more than ever before: Firms are doing whatever they can to reduce risk in the minds of their prospects.
Rob Nance
Publisher
publisher@accountingweb.com
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