The Art of Offering Unused Services: How to Ensure They Add Value to Both Your Clients and Your Firm

In the 420 industry, where compliance and financial intricacies are as common as, well, green leaves, it’s easy for clients to get overwhelmed. As their accountant, you may find that certain services you offer go underutilized. Maybe it’s that in-depth cash flow analysis, or perhaps it’s the comprehensive tax planning package. These services sit on the shelf, collecting dust, while your clients focus on their day-to-day operations.

But here’s the thing: Just because a service isn’t being used regularly doesn’t mean it’s not valuable. In fact, these ‘shelf services’ can be the secret sauce to your client’s long-term success—and your firm’s steady revenue stream. So, how do you make sure both your client and your firm benefit from these underused offerings?

1. Educate and Communicate the Value

First and foremost, your clients need to understand why these services matter, even if they aren’t using them frequently. Regularly communicate the potential risks of not utilizing these services, such as missing out on tax savings or not optimizing their cash flow. Use case studies or examples from other clients to highlight how these services can save money or streamline operations in the long run.

Think of it like this: Just because a client doesn’t always use their insurance policy doesn’t mean they don’t need it. Your job is to make sure they know the safety net is there—and why it’s crucial.

2. Package Services Strategically

Sometimes, the way a service is offered makes all the difference. Instead of selling these underutilized services as add-ons, consider packaging them into a broader service bundle. This not only ensures that clients see the value in the overall package but also makes it easier for them to justify the cost.

For example, a “Compliance & Growth Package” could include routine bookkeeping, quarterly tax reviews, and an annual cash flow analysis. Even if they don’t use the cash flow analysis every quarter, the package as a whole feels comprehensive and essential.

3. Regular Check-Ins and Adjustments

Don’t just offer the service and forget about it. Regularly check in with your clients to see if their needs have changed or if they’re ready to start utilizing the service more fully. Sometimes, a client might not realize they need a service until you show them how it fits their current situation.

Also, consider adjusting the scope of the service if it’s truly not needed. It’s better to slightly scale back than to have the client feel like they’re paying for something irrelevant. Remember, it’s about building long-term trust and value.

4. Leverage Technology

For those services that clients aren’t using, leverage technology to automate as much as possible. This not only cuts down on your firm’s time and costs but also allows you to offer these services at a price point that makes them a no-brainer for clients. For instance, automated cash flow forecasting tools can provide your clients with ongoing insights without requiring extensive manual input from your team.

5. Use Unused Services as a Gateway

Sometimes, underutilized services can serve as a gateway to more significant opportunities. If a client isn’t using a particular service, look for ways to introduce it in a low-pressure, high-impact scenario. Offer a free trial or a one-time analysis to demonstrate its value. Once they see the benefits, they might be more inclined to use it regularly.

6. Track and Report on Value Delivered

Finally, track the outcomes of the services you provide, whether they’re used frequently or not. Show your clients the tangible results—even if it’s just in potential savings or avoided risks. Regularly report on the value delivered by these services, reinforcing the idea that they’re getting more than what they’re paying for.

In the end, it’s all about creating a win-win scenario. By strategically managing and presenting these underutilized services, you ensure that your clients are protected, informed, and prepared for whatever comes their way. And as a bonus, your firm builds a reputation for being thorough, proactive, and invested in your clients’ success. That’s the kind of green that keeps growing.