Proactivity: The Key to Staying Relevant
Proactivity is one of Paul Latham’s favorite words—and for good reason. It’s a key concept that helps accounting firms transition from reactive, compliance-driven services to forward-looking advisory roles. Paul explains that to become proactive, firms need to shift both how they engage with clients and how they present themselves to the world.
The Push and Pull Strategy
Paul introduces two core concepts:
- Client Pull – Proactively engaging clients in conversations about their long-term planning needs, such as tax strategy and personal planning.
- Marketing Push – Ensuring that your firm’s outward-facing image reflects its proactive capabilities through consistent marketing efforts, including updated websites, educational content, and digital campaigns.
Together, these strategies help firms not only act proactively but also look proactive to both current clients and potential new ones.
The Evolution of the Push-Pull Approach
Historically, Paul and his team focused on helping accountants implement the client pull—training accountants to engage in proactive, forward-looking conversations. However, many firms realized their websites and marketing efforts remained outdated, projecting a reactive, compliance-based image.
Paul explains that most accounting websites are relics from the 1990s, showcasing tax return services rather than advisory expertise. As a result, even proactive firms were starting conversations at a disadvantage.
Marketing Push: The Missing Piece
To address this gap, Paul’s team introduced a comprehensive marketing push platform that helps firms modernize their digital presence. This platform offers:
- A Dynamic, Proactive Website – Tailored to reflect the firm’s expertise and regularly updated with new content.
- Marketing Campaigns – White-labeled email, social media, and event campaigns that help firms maintain a consistent marketing presence.
- Virtual Family Office Integration – Showcasing the firm’s network of experts, giving the impression of a large, capable team.
This complete package allows accountants to focus on their core expertise while presenting a polished, proactive image to clients and prospects alike.
Combining the Push and Pull for Success
Paul emphasizes that both the marketing push and client pull are necessary for firms to succeed in today’s market. While client pull focuses on engaging clients with proactive services, the marketing push ensures that the firm’s branding and messaging align with this proactive approach.
Virtual Marketing Assistance
Recognizing that most accountants don’t have the time to manage their own marketing, Paul’s team offers a virtual marketing assistant service. This service provides firms with professional marketing support, ensuring that campaigns are executed consistently without overwhelming the accountant’s schedule.
Becoming the Center of the Client's Universe
At the heart of the push-pull strategy is the goal of becoming the center of the client’s universe. Paul explains that accountants should position themselves as the client’s most trusted advisor—holding their hand through every step of their financial journey while leveraging experts for specialized needs.
- Holistic Approach – The firm acts as the quarterback, coordinating all aspects of the client’s financial life.
- Focus on Strengths – Accountants don’t need to do everything themselves. By outsourcing certain tasks, they can focus on their core expertise and still provide a comprehensive service.
Conclusion: Achieving a Proactive Future
The push-pull strategy helps accounting firms become truly proactive—both in how they serve their clients and how they present their brand to the world. By combining client engagement with modern marketing efforts, firms can position themselves for long-term success in a rapidly changing industry.
