As most of my regular readers know, I’m an old, tired and ugly retired accountant. This internet blogging thing is sort of new to me, so I wander around looking for the wisdom of the gurus and try to distill some of it every now and then into something that will make me look brilliant and worthy of being listened to.

So, earlier today I was checking out the competition … you know, all the other blogs on how to market bookkeeping, accounting and tax services that I could find, and I stumbled across Ric Willmot’s blog ( http://www.ricwillmot.com/ ) and was struck by his quote from Ferrari President Luca di Montezemolo who said that he expected to find 6,000 people crazy enough to buy a Ferrari in 2009.

Ric went on to point out that when value was the point, a limited number of customers would find the money to acquire the product or service. There might not be as many as in other times, but there would be enough to help some firms have their best year ever, as Ferrari did in 2008.

How can you build value in your local bookkeeping, accounting or tax practice?

As usual, there are several ways, you just have to identify the methods that fit with your personality and energy levels.

One truism that isn’t really mentioned a lot, outside of lectures from your mom and dad is that you are known by the company you keep. You don’t see Ferrari hanging out at CarMax now, do you?

So, who are you hanging out with? How are you positioning yourself as a value services provider, worth the extra fees you want to charge? Do you meet with and consult with the top professionals in your community, or do you hide in your office with your eyeshade pulled down to hide your eyes from the glare of your CRT?

Me, I’m just starting this blogging thing, but I’ve already started trying to find the top experts in the practice building field, and reading what they have to say, learning from them and passing it on to my readers when I can.

You can do it locally. Meet your banker, your local civic authorities, leaders of clubs and civic organizations. Ask their advice, find out what your target market is asking them for, and tailor that information to your own communication. Learn who to talk to and who to hang out with, and when you deliver a value product, prospects who are seeking a value services provider will find you.