In my last blog post,  I asked you how well you really know your clients and suggested that you take the time to deepen your rapport and relatedness with your clients to ensure client retention and enhance the enjoyment you derive from your work, too.  In this post, we’ll explore ideas to deepen your relationship with your clients and hopefully encourage you to post some of your own ideas, too!

To further your client relationships:

• Make your care and concern evident.  In client surveys, clients consistently tell us, “I wish my CPA would call me out of cycle – for no reason – to check in on me or my business.”  When busy season is over, consider calling your top 20 or 25 clients for no reason and just check in.  See if you can be of service.  Show that you care.

• Ask rapport building questions.  As I suggested in my last post, ask your clients questions like, “What is your most significant concern right now?” and “What would you most like to achieve in the coming year?” to understand their fears and dreams.  Study and read about their issues.  Send them links to interesting articles and information about things they’ve told you they care about – personally or professionally.  Illustrate that you understand them.

• Be accessible and responsive.  Clients know they are important when you make yourself available to them.  Establish a personal response commitment for e-mail and voice mail (typically by close of next business day or 24 hours) and discuss the importance of responsiveness with others on your team.  When clients need you, be accessible and available – make it easy for them to work with you.

• Keep your word and commitments.  When you make a commitment to a client, move heaven and earth to deliver it.  If you cannot, reset expectations ahead of time and establish a new commitment – then keep it.  Acknowledge missed commitments.  Apologize if you are unable to keep your word, ask if there is anything you can do to minimize the disruption and commit to do better next time.

• Make a difference and be different. Your clients want you to deliver real value.  When you understand your client’s life and business, you can provide them proactive advice and save them money and/or increase their peace of mind.  Clients don’t forget the difference you make for them when you deliver.

• Stay in front of your clients.  As competitors loom, communicate regularly with clients via e-mails, invitations, blog postings, newsletters and phone calls.  See or talk to every key client at least monthly.  Be as in touch with your clients as your competitors will be.

As we look to the coming summer months, there really is no more important activity you can undertake than deepening your client relationships.  Doing so will uncover new service opportunities and areas where you can improve, too.  What ideas or plans do you have for deepening your client relationships?  What challenges do you face?  Please post a comment and share your thoughts.  I’d love to hear from you!

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.