Learn how to increase client satisfaction by ensuring business owners understand and realize the quality of your accounting services. A simple way to heighten client satisfaction is...

Modern Accountancy Marketing & Sales Course

CPA Marketing Tips - Premiere Online Practice Management Guide for Accounting Professionals
How to make clients SEE how much they receive from you?
The Modern Accountancy Marketing & Sales Course is used by CPAs, Chartered Accountants and accounting firms in 45 states in US and 30 countries worldwide to get a constant flow of year-round accounting clients inexpensively and predictably.

Unique way of collecting your fees faster while selling more services — client-satisfaction tools

Let me start off with a definite statement:

Client-satisfaction is one of the most misinterpreted concepts within the accounting industry.

In the course of running a practice, an accounting professional receives SO much disapproval and negativity that we grow wary of it, becoming defensive in our thinking with time.

The mere mentioning of the concept "client-satisfaction" stirs up those unpleasant memories (and those negative feelings that go with them) very effectively.

So upsetting is this subject that we tend to FORGET that the goal of client-satisfaction is NOT to make right any unjust claims and definitely not to appease those clients who complain and growl instead of paying their bills.

Let me say this in no uncertain terms: The cause of dissatisfaction is rarely in what YOU do or don't do.

The cause of criticism is almost always the fact that the client hasn't paid your fees in time.

Clients try to justify nonpayment by claiming dissatisfaction but that's not the correct sequence of events.

In other words, it's not that clients withhold payment because of dissatisfaction but the other way round:

Something stops them from paying promptly and, once this continues long enough, criticism is born simply because they desperately need a justification for not paying your fees in a timely manner.

They must come up with SOMETHING that JUSTIFIES this (unjustifiable) act of withholding fees due, see? In their desperate search for SOME "justification" they grab anything that could be interpreted as "bad service" or "impoliteness" or whatever... and then exaggerate it all out of proportion.

That's why it also sounds so silly — they're looking for anything that would justify nonpayment... and that's why no degree of logical communication will make them see differently.

Don't waste your time fretting over those people. Don't waste time trying to appease those clients whose payments are chronically late. The only thing that would settle the situation is that they PAY those overdue fees promptly!

It's much better to spend your energies in trying to find the reason why so many clients pay so slowly so that you can gradually get RID of this problem, don't you think?

That all aside from the fact that you DESERVE to be appreciated by your clients far more than presently.

 

The image of caring invites participation... invites faster payment

Whether or not you could benefit from having a system for increasing client-satisfaction is visible from two factors alone:

1. How timely do your clients pay your fees?

2. How much MORE services do they buy as years go by?

Client-satisfaction of this type isn't so much in evidence in how LONG clients stay on. They can stay for decades and yet be chronically late in paying your fees.

The unfortunate side effect to this phenomenon is that late-paying clients usually never EXPAND their usage of your services. They STAY but only use the very basic of compliance services... and never buy additional services.

These three things — client-satisfaction, timely payments of fees, and added usage of your services — are intimately connected with each other.

In fact, they're interdependent in that if you can boost ONE of those three factors then the other two will soon follow suite.

Within the accounting industry, client-satisfaction is widely understood to mean "do we deliver technically correct service" and, to some it even means "am I always right in what I suggest to my clients?"

But in reality, it's neither of these. Clients are laymen and have no way of evaluating whether or not your solutions are technically correct. Similarly, being spot-on in what you suggest won't necessarily make the client happy... as I'm sure you've noticed!

Satisfaction is a feeling. It's a subjective concept, as experienced by each individual client. It is NOT based on the technical level of your services.

Satisfaction is based on many small and separate emotional impulses which gather momentum with time and accumulation.

Which way it goes is dependent on how much you can control those impulses. Without control they're liable to go the wrong way. With control they're likely to go the right way.

Client-satisfaction is a CREATED thing and its creation is not really dependent on the technical quality of your service at all.

The main tool for creating the sense of satisfaction for clients is participation.

To create satisfaction you must someone elicit the clients' participation in your business activity.

Once you create the feeling that their views are important and that by giving their opinion they participate in the development of the practice... they'll be very satisfied.

Obviously you don't want to have them participate in the technical side of things as that would lead to a nightmare.

SO why not get yourself the ready-to-use tools for CREATING client-satisfaction that come with Part 7 of your Modern Accountancy Marketing & Sales Course?

 

Client-satisfaction: Fearing the beast that's not there

Hand to heart: WHY do we so resist the idea of starting a client-satisfaction programme in our firm?

If you're like the rest of us then chances are there are certain (unfounded) fears of finding something you don't exactly WANT to find.

These fears come from the way things stand in life.

As an accounting professional, you're in that very special ELITE of professionals who aren't supposed to make any mistakes, ever.

Just like the commercial airline pilot or heart surgeon, mistakes aren't allowed and the expectancy is nothing short of 100% perfection every time.

But Man isn't perfect and the element of human error is always present, regardless of what people expect of you.

Absolute perfection for decades of hectic work just isn't feasible. It's a theoretical absolute whose attainment is not humanly possible in practice.

While accounting professionals are probably the top 1 percent of the population in how FEW mistakes they make, we cannot escape the frailties of humanity nevertheless.

But hear this: CLIENTS won't be able to see technical mistakes in the unlikely even that those have occurred.

They'll simply react very positively to the fact that you bother ASKING for their views on the service (in a very specialised way so they can actually ANSWER your questions with what they know and understand currently... as shown in Part 7 of your course).

They feel they're participating. They feel you truly care how they feel about your services.

And that's basically it:

Client-satisfaction heightened and clients made AWARE of how much they actually receive from you!

But the FEAR of mistakes is the one stopper that's within most people. It's a human thing. It's the uncertainty brought on by too much work having to be completed in an uncomfortably tight time frame.

That's the fear that keeps us avoiding implementing client-satisfaction systems.

But the beast we fear isn't there.

That fear is solely in our "perfection-demanding" mind.

And the ONLY way to KEEP it there is by avoiding proactive client-satisfaction actions.

Remember that dissatisfaction is built from emotional impulses under a long period of time.

ANYTHING counteracting this will first STOP this accumulation and, once you continue your client-satisfaction programme, dismantle that emotional dissatisfaction and install a perceived and high level of satisfaction in its place.

Clients understand little or nothing of accounting. This creates a VACUUM into which they will FORM "facts" based on mere emotional impulses.

A client-satisfaction programme will efficiently stop that accumulation and install controlled facts into the thinking of clients instead.

Chances that someone would really have a major complaint are slim. In fact, you're not likely to encounter a single genuine complaint even when you START client-satisfaction actions. But, in the unlikely even that you do, Part 7 will give you the tools to handle such complaints to the full satisfaction of the client... and basically without any expenses!

 

Client-satisfaction system is not what you would START with

Now, I can understand if the idea of starting a programme for heightening client-satisfaction is still not a pleasurable one despite all the explanations above.

Therefore, I want to put your mind at ease: It's something you would THINK of implementing only much later.

It's important to remember that the client-satisfaction system is NOT the one you would START with immediately. It's something for the future, possibly a year or two AFTER you've begun implementing the system within your Modern Accountancy Marketing & Sales Course.

In fact, there's no absolute necessity to start the system itself at all if that's your preference.

But just by READING Part 7 of your course you will get many useful tips on how to heighten clients' sense of satisfaction even without the system itself — all you need to do is to ensure certain things are said in each contact with clients.

You'll have the tools to handle any upsets quickly and with positive results.

And SEEING how simple, easy and effortless it would be to use those tools might well change your mind about starting a light client-satisfaction programme...

And it's not a compulsory part of it at all.

The results of implementing SOME of these easy-to-use tools for client-satisfaction within Part 7 can be quite remarkable.

If you check out the average late days per invoice AND how much the average client increases the usage of your services (buys more services) over the years then the existence or lack of a functional client-satisfaction system becomes visible.

 

The best way to enhance timely payment of fees and increased usage of your services

Client-satisfaction actions are performed as PR activities. This means polite enquiries, letters, interview forms mailed to clients occasionally and other such low-key actions.

There are a host of systems, tools and methods for doing just that in Part 7 of your Modern Accountancy Marketing Course. More importantly, these tools are practically cost-free to use and they take only MINUTES every month!

The resulting satisfaction will increase the speed with which clients pay your invoices on average. It will also invite participation, create interest and, eventually, expand the degree to which the average client will utilise the array of services you have to offer.

That's the power of a functional client-satisfaction system... and that's exactly what you receive in Part 7 of your Modern Accountancy Marketing & Sales Course!

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