Pointers for CPA Practices- Hang on to Your Best Clientele

For retail shops, loyal patrons are won by being able to offer outstanding items for the least money - but financial professionals like CPAs find they need to trust different techniques to ensure continued client relationships. Offering superb payroll services, professional looking CPA websites, and impeccable tax returns make a great impression - but the competition could be offering the same. CPAs need an edge to ensure that their clientele want to stay on.

Check out the following pointers for how to better retain accounting clients.

Build Client Relationships with Tools Like CPA Websites

It can be hard to give a personal touch in accounting because finance tends to be a sterile topic. Try the following actions to give your firm more of a human face:

- Establish an online presence. Savvy CPAs invest in CPA websites so they can offer their clients the latest in convenience, such as client portals and the ability to pay their fees online.

- Utilize social media and answer easy accounting questions on your Facebook page or blog.

- Make follow-up calls to ensure clients have no further questions, that their tax forms were processed correctly, and that their business is doing well.

- Keep small personal notes on each client. Make it a habit to review the material before a meeting so you can chit-chat about your clients' kids, their new summer home, or their recent travels; it may seem gimmicky, but this one really does help make your more likable and approachable. People are more comfortable trusting financial issues to those with whom they have personal relationships.

Under Promise and Over Deliver

It's important not to set your clients' expectations too high. For instance, they should know that if they turn in their tax materials within a week of tax day, you likely won't be able to complete their return on time.

Of course, don't become complacent; work hard to deliver the best possible service in each case. And if a client does turn in her documents on the 13th and you ARE able to get her return done on time, make sure she understands you've gone above and beyond for her.

CPA websites can help here, too. Having a fully loaded website with online payroll services, QuickBooks training and support, and a client portal is definitely a huge advantage to your clients. The increased efficiency and convenience of online tools make a great impression.

Maintain the Highest Degree of Honesty

Unfortunately, many people automatically assume those who deal with financial matters are dishonest. Since the deck may already be stacked against you, you must work that much harder to provide honest services.

So you must be vigilant: never lie, and always be as upfront as possible with unpleasant news, rather than beating around the bush.

It also helps to express your trustworthiness in other ways. Being courteous, considerate, and always following through on your promises are other ways you can convey your honesty. The little things really do add up.

Make Prompt Communication a Priority

Hard-to-reach businesses lose customers. When people are stressed about their finances, waiting even for half a day can make their anxiety go through the roof. Regardless of the reason, clients may be concerned that lack of contact means something is wrong.

Make it a priority to get back to clients, no matter how seemingly insignificant their question. Get in touch by email or phone - you don't need to have the answer, but at least assure them that you're looking into their question.

Never Pretend to Be Someone You're Not

People like to work with other human beings, not robots. If you're funny, be funny. If you're shy, don't pretend to be gregarious. Of course you won't be a perfect fit for each and every client, but that shouldn't be your goal. Conforming to the desires of every customer means you are not a match for any.

Learning how to retain clients is important for anyone in the service industry, and CPAs are no exception. The more you focus on CPA websites, social media platforms, and prompt and respectful communication to make your clients happy, the easier it will be to keep folks from defecting to another firm. If you put your greatest effort into pleasing clients that lead to the best revenue, then you should be able to cut way back on drumming up new clientele, or even cease altogether.

Kenneth Marshall is a sales and marketing consultant and one-time Vice President of CPA Site Solutions. His AOE is marketing small firms by exploiting superior CPA websites. While using online social media and Search Engines forms the basis of his strategy he also stresses the importance of traditional network marketing and excellent customer service in helping accounting firms grow their customer bases.