Now that the spring 2010 busy season is officially over, it’s time to turn our attention to the business of growing.  

In my next two blogs, we’ll explore three activities to help you capitalize on your summer growing season.  Today, we’ll explore the first of these activities: networking in your “social sphere.”

All too often, I find that people aren’t taking the time to really get to know the people in their social and professional spheres.  How well do you know your neighbors, the parents of children you coach in Little League or your fellow golf club members?  Where do they work?  Who is their accountant?  Your neighbors and the parents of your children’s friends, for example, are all potential individual tax and/or financial planning clients, and they may be corporate prospects, too. 

Your daily environment is filled with potential prospects that could benefit from the services that your firm has to offer.  Start paying attention to people in your sphere and intentionally deepen your knowledge of them and their circumstances – more ask than tell – to see if there are opportunities where you can be of assistance.  Your sphere includes clubs like Rotary, networking groups like your local Chamber, and professional associations like the AICPA, your local state CPA society and the Association for Accounting Marketing (AAM), exercise groups and clubs,  sporting clubs and teams, PTA and other children’s groups, church groups, Toastmasters and many more venues you may interact with outside of work. 

The number one way to uncover opportunities within your social sphere is to be curious.  Ask people questions like:

·         What does your organization do? 

·         How do you like it? 

·         How long have you been there?

·         What role do you play there?

·         Who does your accounting?

·         Who does your corporate tax?

·         Who does your tax personally?

·         Who is your auditor? 

·         Who is your CPA?

·         How do you feel about the service you are receiving?

·         How are they doing for you?

This list of questions isn’t meant to be asked serially, in some rapid-fire and overly inquisitive manner, but instead a few of these questions may make sense to “slip into” a conversation you’re having with someone you have begun to build personal rapport with or with someone you have met in a professional networking setting. 

Also, don’t hesitate to share the services your firm offers with your family members and close friends and then ask them if they have any ideas for referrals.  Ensure that everyone you know knows what you do and the difference you make for the people you serve.

Please don’t hear me as suggesting you turn every personal conversation into a self-serving business opportunity!  Instead, if you haven’t educated those close to you on what you do and enrolled them in supporting you, doing so once and then reminding them once per year will be just about right. 

And don’t forget to engage in online social networking as part of your overall networking strategy.  If you haven’t already – check out the most popular business and social networking sites, including LinkedIn and Facebook!  These sites are rapidly gaining in popularity and provide a powerful way to build a network of connections – be sure to connect with me at http://www.linkedin.com/in/jenniferwilsonprofile.

Summer time is the time to “make hay” and drive firm growth.  To reap the harvest, dedicate time every week this summer to network in a more meaningful way within your social and professional spheres.  And be sure to share your successes with us on this blog, too.  We’re interested!  

Jennifer Wilson is a partner and co-founder of ConvergenceCoaching, LLC, a leadership and marketing consulting and coaching firm that specializes in helping CPA and IT firms achieve success.  Learn more about the company and its services at www.convergencecoaching.com