Re-engaging CPAs: Shifting from the Old Way to the New Way
Happy Thursday to you and the Facebook community! As promised, I'm addressing your scenario regarding re-engaging with three CPAs after tax season. You've made a nice move by dropping off tax season survival kits, but you're facing a challenge. Let's dive into the situation and explore some solutions.
The Challenge
The CPAs are struggling to shift their mindset. They're looking for specific cases to bring to you, rather than thinking proactively about offering more holistic value to their clients.
Understanding the Old Way vs. the New Way
The Old Way
- CPAs have multiple specialist relationships
- They refer clients to specific specialists for individual problems
- Example: "You have knee pain? Go to a knee doctor."
The New Way
- Proactive approach
- Looking at clients holistically
- Identifying opportunities to offer more value before problems arise
Indicators for Proactive Engagement
Look for clients who:
- Paid a lot in taxes
- Are unhappy with their tax payments
- Own a business or multiple businesses
- Have a large income
- Have a large net worth with potential estate planning needs
How to Approach the CPAs
- Acknowledge the previous conversation about the team-based model
- Point out their default to old relationships
- Encourage them to take a step back and look at the relationship in the new way
- Focus on bringing comprehensive, proactive value to clients
The Power of Polarizing
- Use the technique of polarizing to highlight the difference between the old and new ways
- Old Way: Identify a client that needs a specific service (e.g., cost segregation) and refer them
- New Way: Identify a client who might benefit from a comprehensive review, even if we're not sure how we'll help them yet
Key Points to Emphasize
- Work with a team of professionals
- Offer holistic, proactive, and comprehensive services
- Focus on clients with enough "moving pieces" to bring more value
- It doesn't matter what the specific strategy is; the goal is to bring more value
Maintaining Engagement
- Don't let months go by without contact
- Aim for meetings at least once every two weeks, even during tax season
- The most profitable relationships meet weekly, especially during busy periods
- Continuous engagement prevents defaulting back to old habits
Conclusion
Remember, it's normal for people to default to what's comfortable. Your job is to help them see the benefits of the new way and guide them through the transition. Stay persistent, and don't beat yourself up over temporary setbacks. Keep working on developing these relationships, and you'll see the results in time.
