Encourage consistently high standards of client interaction. Establish a return phone call/e-mail strategy, have informative literature in your waiting room, generate billing statements that are easy to understand.
Don’t confuse response with results. The goal of advertising is to create a clear awareness of your company and its unique selling proposition. Unfortunately, many advertisers evaluate their ads by the comments they hear from the people around them – not by the results that generate dollars.
Use continued education for marketing yourself and your company. In most legal and accounting firms, CLE or CPE selling is a frequently neglected marketing tool. As you’ll be competing for the client’s dollar, make a strong commitment to your training program, draw attention to it, and use those efforts to market yourselves.
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