Competition for clients is getting tougher, especially with Intuit and HR Block. Large companies compete for clients who are small business owners, and these clients are the heart and soul of our business. It’s important to learn how to convert the right prospects.
Communication and trust are major components of every CPA-client relationship. Communication can be challenging for CPAs. CPAs truly have good intentions and want to help their clients succeed; however, they typically aren’t the best communicators.
You have to learn how to communicate with your clients on a regular basis to build trust and rapport and you need to help them by giving advice for growing their business and increasing their cash flow.
Sales is an area that is particularly challenging and stressful for CPAs.
It doesn’t have to be.
On, “Communication, Value, The Prospect – Tom Wheelwright w/ David Kurkjian,” episode 99 of The WealthAbility for CPAs Show, Tom met with David Kurkjian for more insight into improving sales conversions. When selling a service, communication is very important as it deals with perception, and you must be able to communicate and emphasize your value.
You are unique.
Tom has found that you must discover what makes you unique and communicate that to your clients. Your competitors are out there promising to lower taxes through their services as well. You must define and communicate what makes you unique and how you’re different. You should convey what additional value you bring to your relationships with your clients and prospects. This sends a message that attracts the right clients.
David points out that you want to elicit oxytocin, the trust hormone. This hormone is elicited through a handshake, eye contact, and creating the feeling that you have the other person’s best interests at heart. Always make how this person is going to be better off as a result of doing business with you the focal point of the relationship.
Selling doesn’t have to be scary. Think of it as problem solving.
Tom has found that paying attention to your clients and making sure they’re taken care of can sometimes be more important than providing technical services. CPAs care about solving problems, so thinking of a conversation as an opportunity to solve problems can help with sales and conversions.
When you focus on putting your clients first and building a relationship on value and trust, you’ll have better clients, a better practice, and a better life.
To find out how joining TFW Advisors® can help you get better clients, a better practice, and a better life, book a call with us today!