If I were to ask you to tell me all that you know about your clients, including where they’re from, what schools they went to, how long they’ve been in the area, how long they’ve worked at their company, and what they aspire to do next – how well could you answer?

This is the question I pose to many tax professionals I meet – and the response I get is usually lukewarm.  Something like “pretty well” or “it depends.” That’s why I’m writing this blog – because your answer to my title question – “How well do you know your clients?” really matters – especially in this economy! 

People want to do business with people they know, like and trust.  And strangely enough, clients feel they know you better when they believe you know them – and know them well.  If you want to retain your client, you have to take steps in every e-mail, phone and face-to-face interaction to deepen your rapport and know them better.

As elementary as it seems, deepening rapport and building the foundation of trust and partnership requires that you:
• Ask your client personal and professional rapport building questions
• Exhibit your genuine interest in your client’s responses by listening
• Seek and point out areas of common ground or interest
• Use the new information you gather to further clarify your goals and objectives in each engagement and interaction
• Remember what you learn about your client (which always means writing it in the client file or storing it in your contact management system) and referring to it in future client meetings

It saddens me to know that too many of the CPAs in my life don’t take the time to consistently build rapport with their clients, thereby missing real opportunities to develop long lasting friendships, find more meaning in their work, and make a deeper difference for the very real humans they encounter in their work.  We’re all seeking a deeper connection in life – why not in work, too?

In a future blog on this subject, I’ll share some additional ideas for deepening your client relationships.  In the meantime, seriously consider asking more non-tax related questions of your clients as you encounter them in the next several months.  And, if you have an opinion on this blog or rapport building ideas that have worked for you, please post your comments.  I’m interested!

Jennifer Wilson is a partner and co-founder of ConvergenceCoaching, LLC, a leadership and marketing consulting and coaching firm that specializes in helping CPA and IT firms achieve success.  Learn more about the company and its services at www.convergencecoaching.com.