Whether our profession is looking at the shift to the connected advisor with the introduction of the accounting cloud, the introduction of artificial intelligence (AI), machine learning and now, landmark tax regulations – there is one thing we can all agree on: tomorrow will be very different than yesterday!
I have the privilege of spending a substantial amount of time speaking with practitioners across the accounting profession at all stages of practice from sole proprietor to some of the largest in the industry. Whether they are far on their journey to the cloud and becoming a connected advisor or just starting out, a common thread is apparent, we all struggled or are struggling with how to identify and get clients to serve.
I have seen or heard it all when it comes to ways to achieve greater client numbers from direct mail, to advertising, to sponsoring, to thought leadership, and even the occasional luau. One thing I find true in my personal life and in practice is the marketing campaigns that I remember most are the ones that are honest or out of the box.
In practice, we have found our greatest source of clients to be the ones we already have. One of the top reasons a client leaves their accountant is that we are not proactive in meeting their needs, but why?
I know for years I felt that there was not enough time to change the conversation or get ahead of a client’s needs till I started looking at my clients as my next prospect. This was especially true during tax season – our profession’s busiest time.
As this year’s tax season approaches, there is a lot to keep in mind to stay current. With the new legislation that will affect our clients, we may find ourselves with little time to focus on growing our new service offerings in the Client Accounting Advisory Services (CAAS) area.
To help you look to your current client base for your next prospect, consider a few situations you will likely encounter while completing work for your once-a-year tax clients’, which can indicate an excellent opportunity to change the conversation to benefit your client and your practice.