Building Active CPA Partnerships: Three Keys to Success
The Partnership Challenge
As Jonathan Cotton wisely notes, getting CPAs excited about partnerships is challenging - but getting them to consistently make client introductions is even harder. However, understanding and implementing three key elements can dramatically increase partnership activity and success.
Key 1: Consistent Meetings
The foundation of any successful partnership is regular engagement. This means:
Establishing regular meeting rhythms:
- Initially every other week
- Eventually weekly
- Same day, same time
- 30-minute minimum duration
Without this commitment to consistency, you don't have a true partnership - you merely have an informal referral arrangement. Think of it like dating: sporadic meetings won't build a strong relationship.
Key 2: Structured Process
Moving beyond reactive referrals requires a systematic approach to client introductions. A proven process includes:
- Monday: Email outreach to identified prospects
- Wednesday: Phone follow-up
- Monthly minimum of one introduction per partner
- Goal of 4+ introductions monthly per partnership
This systematic approach transforms random referrals into predictable business development. With three active partnerships, this can generate 36+ qualified introductions annually.
Key 3: Preparation and Practice
The final key is thorough preparation. Success requires:
- Email templates for initial contact
- Phone scripts for follow-up calls
- Role-playing practice sessions
- Meeting introduction protocols
Most failed partnerships lack this preparation. CPAs need training and practice in how to properly introduce advisors to their clients. This isn't micromanagement - it's professional preparation that demonstrates respect for the partnership and the clients.
Building for Success
Think of these elements as building blocks for a professional business relationship rather than a casual referral arrangement. When implemented properly, they create:
- Predictable business development
- Professional client experiences
- Stronger partner relationships
- Sustainable growth patterns
The difference between successful partnerships and failed attempts often comes down to these fundamentals. By treating the relationship as a business process rather than a casual arrangement, you create the foundation for long-term success.
Remember: This isn't about manipulating relationships - it's about creating structure that allows natural relationship development to flourish while maintaining professional standards and consistent results.
