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A focus on visibility helps Glick to improve Sobel & Co.'s profile

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New business can come from any public exposure, says Sally Glick, who finds leads on nonprofit committees and at events.
New business can come from any public exposure, says Sally Glick, who finds leads on nonprofit committees and at events. - ()

Sally Glick has become well known in the New Jersey business community since joining Sobel & Co. as chief growth strategist seven years ago. She's helped make the Roseland-based accounting and consulting firm synonymous with events devoted to topics like women in business, nonprofits and family businesses. And she tirelessly mentors Sobel professionals to pursue new business development by writing and speaking on their areas of expertise.

"The best marketing you can do is educating the community," Glick said. "The more they see that what you know is relevant to them, the more likely they are to say, 'I want to get to know those people.' "

Alan Sobel, managing member of the firm, said Glick "has absolutely raised our profile as a firm." Her most important role, he said, is "mentoring all of the managers and partners within our firm to become more effective in their own business development efforts."

She's not alone — "we have a number of people who are out there — but it is her leadership that is really moving the ball forward in that regard."

And the firm is growing: Sobel said the company has seen between 5 percent and 7 percent compounded annual growth since Glick came on board.

It can be a challenge to get CPAs to add business development to an already long day, Sobel said: "Most people who go into our profession thought they would be accountants for the rest of their lives, and didn't realize that they were going to be called upon to be business development people.

"But the ones that are driven to become partners of the firm, or achieve a high level of success, do learn relatively early in their career that business development is an important element of their responsibilities."

Glick said there's value in such a philosophy.

"Common sense says the better known you are, the more highly regarded you are for your expertise, then business will come your way," she said. "Nothing happens if you're not out there — at events, trade shows, writing papers, doing email blasts. At the end of the day, people do business with people they like and trust."

Glick sits on several nonprofit committees, and "I can't think of one that has not generated multiple leads or at least one new engagement," she said.

E-mail to: beth@njbiz.com
On Twitter: @bethfitzgerald8

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