Neil Fauerbach, director of business development and marketing at Smith & Gesteland in Madison, Wisconsin, tells his experience in interviewing clients. Interviews are conducted by telephone for 45 to 90 minutes with those clients from whom the most honest responses are anticipated.

Interview questions cover the following:

• Why the client chose S&G.
• What the client depends on from S&G.
• To what degree S&G is a valuable consultant to the client.
• How tough it would be to replace S&G.
• Examples of extraordinary service.
• Examples of services that could be improved.
• The client’s customer processes or traditions used that the client would like to see S&G adopt.
• Events or experiences that might induce the client to leave S&G.

What S&G learned:

• Low turnover is crucial.
• Don’t use a rigid, routine approach to client service. Be flexible.
• Recommend growth initiatives.
• Don’t let growth cause inattention to existing clients.

From Practical Accountant, September 2006, 800-221-1809. For the complete article, click on the following link: http://www.webcpa.com/article.cfm?articleid=21658&;pg=pracacc.