Learn the Shocking Secret to Attracting and Keeping Clients

Be nice to them.

Yes, it’s really that simple but it’s shocking how many accounting firms are negative or even hostile to their clients without being aware of it. To illustrate, here is an excerpt of tax submission instructions from a recently published client letter. Capitalization is from the original.

“Due to the turnaround time necessary for in-house procedures and computer operations, it is vital to send in your tax information EARLY. We cannot promise to complete returns that are sent to us in April. PLEASE send only complete information—sending in information bit by bit will incur extra charges.

PLEASE DO NOT SEND PERSONAL TAX INFO IN THE SAME PACKAGE AS ANY PARTNERSHIP, LLC, OR CORPORATE INFORMATION.”

There are two ways to read this, as the long suffering accountant who has to deal with shoeboxes and tote bags of paper, mostly irrelevant, dropped off on April 7 by a frantic client with a bank officer breathing down their neck. Oh yeah, we all know how that feels.

But, since this post is about clients and what makes them happy, let’s look at it from their side.

• First, all those capitals are shouting do this and do that. Capitalizing the word “please” doesn’t make it nicer.

• Then, when clients read the copy, they find that it’s all about the accountants, their schedule and what they want to make their life easier. There’s not one scrap that clients care about or that takes a burden off of them.

• Last, there’s the comment about complete information and extra charges. Nothing puts a client on edge like the possibility of a surprise bill.

Let’s try a rewrite:

“To speed the preparation and processing of your tax return, please send your information as early as possible. We strive to prepare returns quickly and accurately, but missing information will result in longer preparation times and more time and effort for all.

With your information in house by the end of March, we can complete your returns by the due date. To ensure that important information is properly included in all your returns, please separate personal tax information from business items.”

Doesn’t that sound better to your client? It emphasizes the benefits to the client of speedy tax preparation, accuracy and less effort on their part by following a few friendly suggestions. In short, it’s about the client and their needs as well as communicating professionalism and quality service from your firm. Being nice to your clients is good business; after all, they’re the ones writing the checks.

If you want your communications to be more client friendly, contact me for a makeover.

Advertisements

2 responses to “Learn the Shocking Secret to Attracting and Keeping Clients

  1. It is shocking but for some reason no longer surprising that accountants deal with clients like this – somehow seeing themselves as a sort of authority rather than a service for the benefit of clients.

    One thing to understand is the whole purpose of an accountancy practice, at least from the perspective of doing business (ie clients) is to provide benefit and value to a client.

    When a client causes difficulties in providing timely or accurate work, this really shouldn’t be a cost or problem to the accountant that charges a permium fee – but it’s ultimately at a cost to the client – either a financial cost or through receiving a lower level of service.

    When advising clients, as far as they are concerned it’s not for the accountants convenience or personal prefernce but should be expressed as being in the clients’ interest… just as can be seen in Monette’s example above!

  2. I think you’ve made a great point about accountant’s seeing themselves as authorities instead of service professionals.

    As long as I’ve been in the profession, this attitude has been prevalent and it’s always struck me as odd, after all, the client pays the bills!

    Thanks for your thoughts!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s