Retaining Clients Through Value-Based Solutions

How does today’s CPA firm improve retention? In one word, “value.”

By Scott H. Cytron, ABC,
Cytron and Company

Value isn’t something intangible; it’s a concentrated effort to give your clients the services, intellectual capital and strategies to help their businesses grow.

I recently presented a seminar, “How to Maintain Client Retention” to the Houston Chapter of the Association of Accounting Marketers. It was amazing to me how many attendees wanted to discuss retention. There’s no doubt about it, it’s easier to keep a client than recruit a new one, so retention should be high on anyone’s list for practically any CPA firm.

One retention strategy I find very compelling is the way a firm educates clients in an orchestrated manner that goes beyond traditional one-off conversations. Web seminars and live seminars on technical topics are very popular.

How do you do this cost effectively? I recently discovered a new opportunity called the QuickBooks Conference Kit, designed for QuickBooks® ProAdvisors and Intuit Solution Providers who don’t have the time or resources to develop their own educational materials, yet want to demonstrate their value in helping clients who want to get the most out of their software. Co-developed by Kevin Cumley of Forepoint LLC and Irene Bushnell of Anderson Zurmuehlen & Co., P.C., Kevin and Irene report firms are beginning to use the Kit to schedule and hold conferences. Not only are clients smarter; the firms continue demonstrating their value as a credible business partner.

What is your firm doing to provide value? Let’s start the conversation!

Top Tips for Tech Savings: Consider open source

We’ve been asking, “What’s the best way to economize on technology costs in this economy?” And you’ve been answering…

Ben Modica
Audit Services Intern
The Schwan Food Company

Consider all your options. Just because a solution is cheap or free does not mean it is not good. You don’t need the expensive software for everything. For example, Google Analytics is a free website statistic program that gives you vital informaiton about visitors to your site, and it’s free. I have hear of a company that uses a free web-conference system similar to Skype, and it saves them millions. That being said, cheap software can not be a solution in every instance. Be sure you test the product first before implementing it into your situation.

The bottom line: Don’t be afraid to consider all software solutions. Something that is cheap or free may integrate into your company better than the name brand software that costs you millions. We are in the age of Open Source. This means that companies like Microsoft are losing their pricing power over smaller firms.

Top Tips for Tech Savings: Grab the tax benefits

We’ve been asking, “What’s the best way to economize on technology costs in this economy?” And you’ve been answering…

Campbell

Anita Campbell
CEO of Small Business Trends LLC
SmallBizTrends.com

I would not delay spending — just the opposite. You can save money by spending smart.

How? By making sure you are taking advantage of 2 significant tax benefits that were extended as part of the Stimulus bill:

  • Section 179 of the Federal income tax code allows you to write off certain expenditures in a single calendar year, instead of depreciating them over a number of years – giving an immediate tax benefit for 2009. Businesses can deduct up to $250,000 for purchases of equipment, including computer hardware and off-the-shelf (i.e., non-custom) software, in 2009.
  • To the extent that you cannot take the Section 179 deduction, you may be able to claim a bonus first-year depreciation of 50% of the remainder of the cost of the items purchased.

In effect these two provisions mean that the government is “subsidizing” your IT purchase, through tax benefits.

Add to that strategies such as using Web-based software-services (which usually spread out the cost monthly instead of requiring up-front licenses); the increased computing power you can get from upgraded machines; and the energy savings from today’s more efficient equipment (especially if you use the power-management options that are increasingly built it) and the savings can be layered on. The accumulated savings, along with the tax benefits, really add up.

Links:

http://www.irs.gov/publications/p946/ch02.html

http://www.irs.gov/formspubs/article/0,,id=177054,00.html

Top Tips for Tech Savings: First calculate the “R” in “ROI”

We’ve been asking, “What’s the best way to economize on technology costs in this economy?” And you’ve been answering…

Kless

Ed Kless
Senior Director, Partner Development and Strategy
Sage Software

My short answer to questions like this is always the same – concentrate on the R before considering the I. All too often firms look purely at cost cutting or getting it cheaper without first and foremost thinking about what are the perceived benefits in terms of dollars. If necessary, one should prepare a risk (benefit) analysis with anticipated benefit multiplied by probability of occurrence. This will yield an analysis amount that one can compare to costs.

Top Tips for Tech Savings: Check into managed IT services

We’ve been asking, “What’s the best way to economize on technology costs in this economy?” And you’ve been answering…

Sam Patrick
Owner, PATRICK MARKETING & COMMUNICATIONS, INC

We are seeing many companies cut IT costs by outsourcing IT. Many small and medium sized firms have one or two IT managers on staff at a cost of $60k each on average per year. Organizations like Acumen (www.AcumenIT.com) are providing managed IT services to outsource all or part of this function for a fixed monthly fee that is a fraction of the cost of maintaining a full headcount (or two.) Additionally, Acumen’s consultants are very experienced, having worked in many different customer environments, whereas an IT manager is often very limited in experience having only worked in a single environment. This is a very easy way for businesses to cut IT costs significantly while actually improving the overall IT service/support.

This was the case at SwaimBrown PA. It was very costly to manage and pay for a full headcount for IT. With the recent sale of SwaimBrown Consulting, that IT headcount went away, and SwaimBrown PA is now outsourcing the main IT functions to Acumen.

Many companies are scared and held hostage by one IT manager who they fear controls the IT systems that are critical to the business. It is difficult to manage this person because they are “different,” and it is very costly to maintain the full headcount. In reality, it is quite easy to outsource this to a large IT firm that specializes in IT service and has the knowledge and experience to do a much better job than any one individual can do for a small company.

CPA Firms Battle Recession With New Marketing Plans

Two in three firms plan to boost biz-dev efforts. What’s working in accounting marketing today? Join the survey; get the answers.

by Rick Telberg

Both because of the business downturn and despite it, accounting firms are largely resisting the impulse to cut marketing spending and business development activities. And a significant number are even boosting
sales efforts.

Early results from a CPA Trendlines survey for the AICPA show that roughly a third of firms have increased their marketing efforts amidst the recession, a third have reduced their activities and the other third report no change.

Going forward, however, most firms will be hitting the gas pedal to accelerate practice development activities. Indeed, early responses to the survey suggest 70 percent of firms will be expanding their sales efforts.

What’s working for accounting firms today?

Join the survey. Get the results.

(Free. Confidential.)

Many accounting firms are stepping up marketing just to maintain revenue levels. “Clients are closing their doors and we need to replace them to stay in business,” says one small-office owner who is increasing biz-dev efforts just to stay even.

READ MORE →

What Are the Essential Elements for Great Leaders in this Economy?

Abraham_Lincoln_seated,_Feb_9,_1864CPA Chad Bordeaux at Beancounter Ramblings has some good answers…

“I do not think that these essential elements change so much depending upon the economy.  A truly great leader will possess these qualities regardless of the economy.  The differentiating factor is that the poor economy seems to weed out some of the poor leaders that do not possess these leadership qualities.”

He starts with “Vision.”

(Even if he is writing from South Carolina and is illustrating his post with  a picture of Abe Lincoln. What, no Jefferson Davis?!)

More at Beancounter Ramblings here…


Essential Elements for Great Leaders in this Economy

Posted by Chad Bordeaux