Making Connections: Deepen Your Client Relationships

Source: Public Practice 

In this article, Tamera Loerzel challenges CPAs to connect with their clients during planning season. According to Loerzel, surveys indicate that clients would like to be contacted by their CPAs outside of regular business meetings.

Loerzel also mentions a recent AICPA survey, noting that client retention is a top concern for many CPAs. To strengthen client relationships and provide exceptional client service, Loerzel encourages CPAs to get proactive about reaching out to clients. “Checking in” conversations can help CPAs know their clients better, identify possible service issues, and discover new opportunities to serve their clients. 

Following are some recommendations for these additional meetings/lunches/conversations with clients: 

• Reach out to one client per week (or call one and have lunch with another).
• Ask your team to connect with a certain number of clients each week to identify new service opportunities.
• When meeting with clients, ask questions that will help you get to know them better. Ask them how business is going, about changes in their business or their lives, about concerns, upcoming decisions, opportunities, and plans. Ask for feedback. Find out specific ways in which you can serve them better. Ask if they would serve as a reference for your firm.
• Share the results of these outreach efforts with your team. Follow up on any new service opportunities you have uncovered. Do this in a regular team meeting or schedule a separate meeting in which all participants can share their experiences and plan for follow-up. 

For the complete article, read “Take Advantage of Planning Season – Connect with Your Clients.” 

From Public Practice, Texas Society of CPAs, December 2013, http://www.tscpa.org.