Discussions about how to win major accounts usually sound like this:
“I know someone in that company”
I call this the “network” myth.
The “network myth” often has inherent geographic and corporate responsibility limitation. In other words, not only is a referral from a personal or “natural” network likely to be to a peer, with similar background and at a similar organizational level, but there is a greater likelihood of that access being limited to a specific corporate function or one geographic location.
Acquiring new clients is a discipline
Networking may not provide access to all the “dream client” companies on your wish list. Social networks are frequently a mirror image of an individual. If you are a CPA, your network will probably include a lot of folks like yourself.
Let’s say you are considering hiring a CPA who has spent most of their career in consumer packaged goods because a CPA would understand your business.
Your firm has a lot of consumer packaged good companies on your roster but you’d like to do work in the wireless industry.
Will hiring the CPA, even though they have a network to die for, help your firm to diversify into the wireless industry where long-term prospects for growth are likely to be better?
catherine@HuntNewBiz.com 647 213 1217