Clients want a proactive accountant. They want you using your expertise to look out for their interests and bring them benefits that they didn’t know to ask for. By being proactive, you show initiative and create added value.

Reactive service provides fewer opportunities to thrill clients. You have to wait until they ask for something. When you reach out, you not only have more control, you get more credit for taking the initiative.

For instance, at the new Park Hyatt Hotel in Japan, many staff members have two-way radios. The doorman peeks at the name on arrivals’ luggage tags. Then he radios the front desk that can then rush to the door to greet people by name and take them straight to their rooms. Customers get personal service, feel like VIPs, and avoid the boredom of a check-in line.

Here are some examples of how being proactive helps provide great service and build long-term relationships. (These are from the upcoming revised edition of Marketing Your Services: For People Who Hate to Sell by Rick Crandall.) You can:

• Notify clients when you learn something new in their area.
• Send them a regular newsletter or e-zine.
• Acknowledge them on their anniversary of doing business with you.
• Send clippings of personal interest to them, such as their children’s achievements.
• Make random calls to say hello.
• Invite them to a seminar you give or attend.
• Survey their satisfaction.
• Invite them to a customer focus group.
• Have an open house.
• Give them tickets to an event.
• Go to their trade group or convention with them.
• Give them a referral.

This is just a starter list. When you take the initiative, clients are flattered and you have more opportunities to make a good impression. And by including many non-sales contacts, you also create a deeper and more sincere relationship.

About The Author
This Practice Management Toolbox tip was provided by Troy Waugh. Founder of Waugh & Co., he has more than 30 years experience marketing professional services.
 

Top