Making CPA Partnerships Work: From "Yes" to Success
Getting a CPA to agree to work with you is just the beginning. As advisor John Cutten says, "It's hard to get a CPA to agree to work with you; it's really hard to get them to take action."
Tip 1: Provide Ready-Made Scripts and Templates
Phone Script Template
Sample script for CPAs to use:
"Hi [Client Name],
This is [CPA Name]. As you know, my office has done tax preparation for the last 11 years. Given these unprecedented times, we're becoming more proactive and holistic with our very best clients.
I'll be sending you an email shortly with a link to a brief questionnaire. It should only take 5-10 minutes to complete. Once you return it, my team and I will review it to identify any planning needs or opportunities."
Email Follow-up
- Send within 30 minutes of call
- Include questionnaire link
- Reinforce phone conversation points
- Keep instructions clear and simple
Tip 2: Practice Role-Playing
Why Role-Play Matters
- Builds confidence
- Identifies potential issues
- Improves delivery
- Makes scripts sound natural
How to Role-Play Effectively
- Switch roles between advisor and CPA
- Practice different client personalities:
- Talkative clients
- Skeptical clients
- Quiet clients
- Practice weekly
- Keep sessions brief (5-10 minutes)
The Baseball Analogy
Like batting practice:
- See different pitches before the game
- Practice responses to various situations
- Build muscle memory for real conversations
Tip 3: Help Identify The First Client
Ideal First Client Characteristics
- Average-sized account
- Long-term relationship (5+ years)
- Good rapport
- Lower risk if things don't go perfectly
- Comfortable conversation level
Why Start Small
- Builds confidence
- Creates momentum
- Reduces pressure
- Establishes process
- Proves concept
Tip 4: Anticipate CPA Mindset
Understanding Professional Identity
- Recognize their professional "badge"
- Respect their way of doing things
- Acknowledge their concerns
Handling Objections
Wrong Approach:
- Arguing against their methods
- Dismissing their concerns
- Pushing too hard
Right Approach:
- Accept their perspective
- Ask for their solution
- Example: "I've heard that from other CPAs. What would be a good solution in your opinion?"
Implementation Timeline
- Start with email if preferred
- Graduate to phone calls
- Progress to questionnaires
- Move to joint client meetings
Best Practices for Success
Communication Flow
- CPA calls client
- Sends follow-up email with questionnaire
- Joint review of responses
- Determine action steps
- Advisor introduction to client
Key Success Factors
- Control variables through templates
- Build confidence through practice
- Start with easy wins
- Respect professional boundaries
- Allow for gradual progression
