This is the first in a new series of short, actionable QuickTips to help you build a better tax firm. Most of these QuickTips won’t be Earth-shattering, by any means, but I hope that they serve as reminders for you to take at least 10 or 15 minutes every day to do something to improve your tax or accounting practice.
When was the last time you asked your existing clients for referrals to new clients?
If this is something you only do one a year during tax season, you’re losing out on a golden opportunity to capture new clients while your competition isn’t doing marketing.
The process here is super simple:
1. Make a list of your 20 to 50 best clients. The type of client you want more of. Not the clients that make you cringe when you see them on your appointment calendar.
2. Send them all a letter NOW thanking them for their business this year, and asking for three referrals to their family, friends, and colleagues. Ask them to complete a web form, or include a referral form and ask them to fax, mail, or email it back to you. The number three is important, the psychological explanation of which is beyond the scope of a QuickTip.
3. If you feel the desire to incentivize referrals, offer your clients a dinner for two at a nice local restaurant, or use a service such as Giftbit to obtain gift cards that you only have to pay for if they’re actually redeemed.
4. Contact those referrals immediately.
5. Ten to 14 days later, send your 20 to 50 client list another letter, thanking everybody for all the referrals they sent, expressing how much you love working with them, and how you are grateful for their assistance in growing your business. Do this even for the people that didn’t send referrals. Include another copy of the referral submission form.
See what we just did there in step 5? That’s the key to the whole thing. 🙂
Want longer versions of these QuickTips, along with future copies of the actual letters, checklists, and more? Then check out the all new Tax Marketing HQ Digital Pass.