Cultivating Lost Clients
September 15, 2020
For every lost client, follow these steps to make sure you stay on their radar:
- Flag them as a lost client. Enter information from your post-mortem interview in your account notes.
- Assign a point of contact. Assign them to a specific senior manager or partner who has built trust with them. If they left on bad terms, consider assigning the account to someone new.
- Keep in touch. Keep them on your mailing list and stay on their mailing list.
- Stay in contact. Check in periodically to see how their current CPA is doing. Use the opportunity to gather competitive intelligence.
- Show your value. Offer complimentary insights, expertise and assistance that can help them or their business.
- Provide a referral. Keep them in mind when opportunities arise that could help grow their business.
- Open the door. Make it easy for them to come back by providing them with a low-cost opportunity to re-engage with the firm (for example, a complimentary review of their prior year tax return).
- Thank them. Thank them profusely if they come back. Be sure to address the issues that led them to leave in the first place.
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