Let’s be honest: most CPAs ignore most of their good clients on a day to day basis. They are busy getting the work out that is right in front of them.
Although this might seem uncaring or not good business sense, understand that we are in a business where we do the work and manage a business simultaneously. And we are usually under some kind of time budget or deadline, so the work is intense.
This leaves little time to contemplate the health and welfare on the firm’s clients. We see them and talk to them when opportunity presents itself, not proactively.
You need to change that this year.
Your clients are scared. Many are undergoing tremendous pressures on profitability. Will even some previously strong ones stumble?
Whether you like it or not, you are seen as the client’s business advisor. Now’s the time to advise.
This year do something different: email or call your most important clients and set up year-end reviews over the next 2 months. Review where they are this year versus last, what their plans are, and any suggestions you may have to improve their situation.
This would be best done at your office, in your conference room. Schedule them to come in for a 60 – 90 minute conference. Assemble the client team. Don’t leave your office as… YOU SHOULD NOT CHARGE THEM and let them know it is because you care, not to generate fees.
At the very least, in these very desperate times, they will remember you cared. This will generate more client loyalty. At the very most, they will brag to their friends and business colleagues about how their CPAs cared enough to see how they were doing and how they could help.
By Allan Boress, CPA, CVA – author of Best Practices of Marketing Professional Services, available at allanboress.com