Five Client Retention Tactics You Can’t Afford to Ignore
Believe it or not, as “basic” as some client service procedures are to some, they are very unique to others.
Cytron
That’s especially true with accountants who have been content for far too long to do business on the golf course or wait for the phone to ring with repeat or new business, according to Scott Cytron, who runs a marketing agency for accounting vendors.
Let’s face facts, he says: in today’s business environment, those who wait for the phone to ring aren’t going to survive for the long haul.
According to Scott, here are a few client retention strategies that should not be overlooked:
- Contact clients more than once a year. Most accountants are only in touch with their clients before tax season. Instead, find ways to “touch” the client more often to demonstrate how much you really care about their personal and professional lives.
- Pick up the phone and call the client. Most everyone wants to only communicate by e-mail. Skip the impersonal e-mail and pick up the phone. Your client will be really glad to hear from you and will almost certainly welcome the call.
- Discuss what’s changed and what’s new. Tell the client the clock isn’t running, and you want to discuss what’s changed for the client since you last talked, as well as what changes might be in his or her future.
- Meet for coffee, lunch or some other social event. Schedule a time to meet with the client in person, away from the office. This provides a common ground that is usually more relaxed and informal.
- Exchange referrals. This is perhaps the step most accountants forget; you want referrals for your practice, but you also should offer referrals to your clients. You are in a unique position to help virtually any client because of your own client base and the people you know. However, don’t jump in to the conversation like a smarmy insurance salesman; discuss your businesses and then develop referrals.
SHARE with Colleagues
3 Responses to Five Client Retention Tactics You Can’t Afford to Ignore (Subscribe)
Some comments may be held for review before posting.
http://www.borgidacpas.com
Scott,
Good post. Usually “basic” works best.
I would consider adding:
1)Under promise and over deliver
2)Thank your clients for the opportunity to serve them
3)Ask them how you are doing in meeting their expectations
Regards,
Thomas F. Scanlon, CPA, CFP®
http://www.northstarcpa.com
Exchanging referrals is an excellent way to garner referrals. Most of my new clients come from existing clients because I try to refer business to them. If my clients grow and prosper, so does my business.
Good article, Scott!