For many accounting firm leaders, the last few years have been about keeping up – more work, more clients, too little time and too few staff. It’s understandable that business development got pushed to the back seat, but firms have made it easier.
They’ve culled the wrong-fit clients, improved staffing, invested in automation and sent work offshore. And turnover is dropping. That means summer is no longer just a break after busy season – it’s the ideal time for partners and senior managers to find new business and strengthen client relationships.
Use summertime wisely and you’ll build momentum, heading into the fall with solid contacts and a healthier pipeline.
Here is a four-step plan to get back in the game.
- Start with your best clients, who already like and trust you. Ask for a casual check-in – a beverage at a local brewery, for example – and if nothing else, ask about what has changed in their lives and their businesses. During tax season, it’s not unusual to see something on a tax return or financial statement that deserves extra attention at a slower time of year. Follow up now. Even if these conversations don’t result in new business, they leave your clients with an additional dose of goodwill toward you and your firm. They also position you as a year-round business advisor, not just a tax expert.
- Refresh your relationships with your referral sources – attorneys, financial advisors, bankers and consultants. Make sure they know who your ideal client is, as that definition may have changed as you broaden your skills and services.
- Reinforce your personal brand. Remind people that you’re active, involved and available. Renew contacts with professional organizations, post thought leadership articles on LinkedIn, and attend networking events, which are plentiful in the summer months. Make sure it’s the right event, where you’ll find potential “A” clients, referral sources and contacts.
- Develop prospects. This is the most challenging and time-consuming activity but it’s worthwhile if you have room left in your summer schedule. Connect the dots in your professional network to open the door to a natural introduction. Focus on building a relationship rather than making a sale by listening carefully to prospects’ needs and challenges. When they feel understood, they’re much more likely to become loyal clients.
Set manageable goals to get started. Call a client you like. Send an email to a referral. Repost a LinkedIn article with a short comment. These small gestures warm up relationships that cool down when ignored.
Find business development success this summer with Kuesel & Associates, which offers practical and effective approaches for building relationships and bringing in new clients. Contact Art Kuesel, who provides one-on-one coaching to build a consistent business development habit. Looking for a deeper dive? Learn more here.
