I often find the ideas CPAs are sharing about maintaining client relationships are right on target for what business bankers need to be doing.
So here is a quick list of six ways to lose your customer and the CPA alternative for keeping their clients from AICPA’s CPA2Biz ezine.
Read the article here.
1. Lose: Do the minimum OR
Win: Go the extra mile on the current engagement. CPA examples:
- Conducting extra analysis using business-intelligence tools like BizBench.
- Bring the project in earlier than promised.
- Or hand-deliver reports and discuss in person.
2. Lose: Don’t call, don’t write, don’t visit OR
Win: Spend more time with the client. (see related story.) CPA examples:
- Visit at every opportunity.
- Schedule business meetings near mealtimes to grab some extra quality time over a nice meal.
- Invite the client into the firm’s office.
3. Lose: Consider each customer in isolation OR
Win: Build the business relationship. CPA examples:
- Help the client network with your other clients.
- Offer free seminars for the client’s staff.
- Refer new business to the client.
4. Lose: Business is business OR
Win: Make it personal. CPA examples:
- Understand their goals in life and business.
- Get hard-to-find tickets to big games or shows.
- Remember birthdays and anniversaries.
5. Lose: Don’t do your homework OR
Win: Learn more about the client’s industry. CPA examples:
- Read the same trade journals they do.
- Learn all you can about their competitors.
- Join them at trade shows.
6. Lose: Be satisfied with a surface knowledge of the company OR
Win: Increase your knowledge of the client’s company. CPA examples:
- Spend time with the junior managers.
- Understand the company’s power structure.
- Meet the boss.
Certainly the depth and type of relationship building a CPA engages may differ somewhat from their business banker, but maybe less than you might think.
And as they point out in the CPA-focused article, if you are not paying attention to your clients you can bet your competition is.
