[IMGCAP(1)]Today is the official end of “busy season” for most CPA firms. Before you check out completely and go on a “mental vacation,” consider what you will do with your next six to eight weeks.
The months following the end of busy season present the most opportune (or risky) time for generating new opportunities (or losing clients). Your prospects (and clients) experience with their existing firm is front and center in their mind. Below are five ideas for leveraging these critical few weeks leading into summer.
1. Call all those leads your received during tax season. Many COI (centers of influence) make recommendations to friends, family and clients during tax season. Unfortunately, many just want to get through tax season. Create a list of everyone you heard from and follow-up with them in the coming weeks to discuss their needs, establish the beginning of a relationship, and discuss next steps.
2. Reconnect with COIs. I am sure you all heeded my advice and stayed in touch with your COIs. On the off-chance you didn’t, now is a great time to reconnect with them.
3. Conduct a client satisfaction survey or interview. An interview or survey won’t save an already lost relationship. However, it will give you the opportunity to uncover what you can be doing better and where you may have at-risk clients.
4. Check the pulse of your employees. Like you, they are often overworked. Many feel the most frustrated and are the most open to entertaining new job opportunities following tax season. Use the down time to have some individual conversations with your employees to see how they are feeling about their career with your firm.
5. Get Social. If you are on social media, start connecting with the various people you met during tax season from COIs to clients and prospects. Send connection requests from your profiles or reach out to them for introductory meetings.
Sarah Johnson is the chief growth strategist with Inovautus Consulting, a firm that works with CPA, law and professional service firms to help them grow more effectively, and author of “Practical Ideas for Growth,” a blog dedicated to growing professional firms. Her counsel and strategies have helped move firms to the next level in their marketing and sales efforts. Connect with Sarah at 773-208-7170, firstname.lastname@example.org, or www.linkedin.com/in/sjjohnson.