The Accrual World Team got a sneak peek at the results of CCH’s Marketing Survey this week, and we’re pleased to see accountants bucking the stereotype of cautious adopters of the “safely, safely” approach.

The surprise results of the survey found that in spite of the recession (or maybe because of it) 84% of accounting practices are actively looking to grow their business. Just under a third were looking to do this by increasing the value of their existing client base, but over half saw them growing their business by actively going after new clients.

We honestly expected there to be a high number of people who would be happy maintaining the equilibrium, but the age old adage of marketing in a recession seems to ring true with accountants.

In fact from our conversations with accountants, it’s increasingly clear that “Marketing” isn’t as confusing or intimidating as it was once perceived as being. In the current climate raising the profile of their practice and differentiating themselves from their competitors seems to be at the forefront of accountant’s thoughts.

So what’s your take?

Are you one of these aggressive growth practices, or do you feel this approach leaves you exposed to greater risk?

Or are you aware of your clients being targeted and if so how have you reacted?  

It feels to the AW Team like there maybe a change coming to the market, and maybe the recession has given us the kick we all needed to leave our comfort zones and become more business minded.