Busy season is, well, busy.
It's not the easiest time of year to go out of your way to make time for nurturing those client relationships. If you work on taxes, or especially if you work on other aspects of a business client that your firm does taxes for, you've gotta reach out.
Doesn't have to take long. Doesn't have to be rich with substance.
But a simple "how are things?" and "what's going on these days?" and a "I've been thinking about you" all go a very long way.
I'm not a CPA. But I've hired quite a few. I'm a small business owner. Not an ideal client in every respect (certainly not high-wealth, but I'm working on that...) but when my CPA ignores me during tax season, I KNOW, without a shadow of a doubt, that I'm the bottom rung client.
Don't get me wrong. I've worked in-house in a CPA firm through many a tax-seasons and I've done my fair share of tax prep both on a bookkeeping basis and as a volunteer with St Louis Tax Assistance Program. I know how crazy and demanding this time of year is. And so do some of your clients.
The rest of them don't need to know. But they might if you continue to ignore them. And they sure won't refer you work if they think you're already up to your eyeballs in alligators.
This is the worst time to send the message you are too busy for your clients. And this is absolutely the worst time to let them even THINK they are a bottom rung client--especially if they aren't.