How Advisors Get CPA Connections

Beyond Random Referrals

For financial advisors seeking to build strategic partnerships with CPAs, the challenge often lies in finding a consistent, professional way to generate introductions. Rather than relying on chance or aggressive networking, success comes from implementing a systematic approach through everyday client conversations.

The Power of Three Simple Questions

The key to generating a steady stream of CPA introductions lies in asking three strategic questions during client meetings. This approach works whether you're meeting with prospects or existing clients, and it's particularly relevant during market volatility when you're having frequent client conversations.

Question 1: "How Do Your Taxes Get Done?"

This opener typically yields one of two responses: either they do their taxes themselves, or they work with a professional. Each response creates a distinct opportunity:

For DIY Tax Filers:

• If their situation is simple (like a retired employee with straightforward taxes), acknowledge their approach
• If they have complex circumstances, introduce the concept of working with a "proactive tax planner" versus being a reactive tax preparer

For Those Using Professionals:

• If they use retail tax preparers (H&R Block, Liberty Tax), treat them similarly to DIY filers
• If they work with a CPA or enrolled agent, proceed to question two

Question 2: "How Would You Rate [Name]?"

Always get the tax professional's first name and ask specifically about their experience. For example: "How long have you been working with Paula? Out of great, average, or poor, how would you rate her?"

Question 3: "Tell Me More About Why That Is"

This follow-up question provides crucial context and determines your next steps. The response pathway varies based on their rating:

For "Great" or "Average" Ratings:

• Position yourself for an introduction
• Create value for both the client and CPA
• Control the introduction process

For "Poor" Ratings:

• Present your strategic partnership with a proactive tax planner
• Offer to facilitate a three-way meeting
• Focus on minimizing their tax burden

Converting Ratings into Introductions

The key to success lies not just in getting the information, but in how you leverage it. Instead of asking for contact information or waiting for the client to make an introduction, take control of the process:

1. Promise to send an email within 30 minutes
2. Ask the client to forward it to their CPA and CC you
3. Keep the email short, professional, and templated
4. Respond immediately when copied with a specific meeting request

Following Up Effectively

Once the introduction is made:

• Respond promptly and professionally
• Always CC the referring client
• Follow up weekly for three weeks if needed
• Make a phone call after three attempts
• Keep all communications brief and focused

The Path to Partnership

This systematic approach to generating CPA introductions creates opportunities for both new partnerships and strengthening existing ones. By focusing on understanding the client's current tax situation and their satisfaction level, you position yourself as a professional looking to add value rather than simply seeking referrals.

Remember, the goal isn't just to meet CPAs—it's to build valuable professional relationships that benefit your clients while growing your practice. This three-question framework provides a professional, systematic way to achieve that goal through your everyday client conversations.