Retailers can offer great deals and unusual merchandise to get repeat customers, but accounting firms and accountants must be a bit more strategic to keep their clients coming back. Offering highly skilled payroll services, elegantly designed accountant websites, and flawless tax filings make a great impression – but a competitor down the street is entirely capable of achieving this same basic level of professionalism. CPA’s need an edge to make sure their clients come back year after year.

Here are several tips for how to retain clients.

Increase Convenience for Clients with Accountant Websites and More

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. Successful accountant websites provide helpful tax tips and financial information for clients, as well as time-saving features like a client portal or a credit card processing service.
• For clients who use Facebook and Twitter, set up social media accounts so you can easily answer questions in real time.
• Use the good old-fashioned phone to check up on clients, making sure they don’t have any lingering questions after tax day.
• Keep small personal notes on each client. Ask about their children, their career, or their success in school next time you see them; it gives you instant likability.

Be Realistic, But Deliver Superior Service

Be very careful not to promise the world to your clients. 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.

Another way to exceed client expectations is with accountant websites. 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.

To combat this, never stretch the truth and always provide bad news in a gentle, straightforward manner.

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.

Return Client Calls Right Away

Firms that are difficult to contact end up losing business. When clients are worried about money, waiting hours or days for a return phone call provides ample time for increased fears.

Make it a priority to get back to clients, no matter how seemingly insignificant their question. Follow up by phone or email as soon as you can, even if it’s just to report that you’ll be in touch with more information later.

Be Yourself

Believe it or not, accountants can have personalities, too; in fact, it’s encouraged! So if you like to tell jokes, then tell jokes. 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. When you try too hard to be likable to everyone who comes through your door, you end up being unlikable to most.

Learning how to retain clients is important for anyone in the service industry, and CPAs are no exception. The more you use accountant websites, social media platforms, and your own trustworthiness to keep your clients satisfied with your services, the easier it will be to keep folks on your client list. If you put your energy toward satisfying the clientele that create the best money, then you’ll be able to let up on procuring additional clients, or even cease altogether.