Atlanta, GA (PressExposure) July 15, 2011 -- Over half of the accountants surveyed in the Secrets of Marketing Accounting Services website poll "How do you identify prospects?" replied that their business leads came from Cold Calling on prospects.
With Cold Calling defined as making an unannounced personal visit, or an unsolicited telephone call to a business suspected of being a potential client, the majority of accountants in public practice state that they continue to use this time tested method of building their practices.
"How do you identify prospects?" is the followup poll to the previous Secrets of Marketing Accounting Services poll asking "What is your hardest marketing challenge?" where the respondents universally stated that their primary challenge was identifying prospects.
The poll, which ran from Monday, July 4, 2011, through Monday, July 11, 2011, disclosed that while approximately one-third of the respondents claimed their primary source of prospects was through networking and referrals, only a small proportion of the prospects actually called the accountant, leaving it to the accountant to make the first contact with the prospect.
The results of this poll, while not scientific, identify a pattern almost contrary to the generally accepted theory that accountants build their practices through networking and referrals.
"This shows that good, old fashioned, hard work, is what is necessary for building professional practices," said Kirk Ward, founder and editor of the Secrets of Marketing Accounting Services website, "While it's what accountants have been doing for years, they've been keeping it secret, because they think it will make them look less than professional."
Since the early 1970's and the easing of advertising restrictions on accountants, marketing and practice building habits of accountants have evolved from the referral only model that lasted from the 1920's through the 1960's to the aggressive cold calling tactics that developed in the 1970's and culminated in the 1980's, until the image of the aggressive marketing tactics became perceived as less than professional in the 1990's, continuing on into the twenty-first century.
However, as the results of this poll show, when asked in an anonymous setting, accountants admit that their primary marketing technique is the one that practitioners have been using since restrictions on advertising by professionals was eased over forty years ago.