Nothing can make a service professional roll his eyes faster than the thought of going to another nonproductive business mixer or golf tournament. However, that kind of networking, when done well, can be an important source of new business for firms like Piercy Bowler Taylor & Kern (PBTK). So, when Shannon Hiller, director of marketing & administration at the CPA firm, was looking for new ways to give her accountants a place to start with practice development and networking, she knew she had to be creative.

What Hiller came up with is the Table for Four marketing lunches, modeled after the foursome structure of golf tournaments. She invited three companies in service areas that any business would need—law, insurance, and a business bank—to a series of four lunches where each person would meet 12 new people. The goal was to develop relationships that led to referrals, and they hit that goal almost immediately. Within one hour of the first lunch meetings, PBTK had its first referral from one of the attorneys who participated. And that referral led to a $133,000 deal.

Read the complete case study to learn how they did it.

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