The Intersection of Service and Sales in Accounting Firm Growth

Mention the word “sales,” and the first thing that usually comes to mind is the sleazy car salesman often portrayed on TV or robocalls about your car’s extended warranty. In reality, this association couldn’t be further from the truth, which is why there’s a distinct intersection of service and sales in accounting firm growth

Yes, some salespeople and organizations fit the stereotype. But, for the most part, salespeople are ethical and caring individuals who are responsible for bringing in business. Because of this stereotype, though, selling in accounting firms requires a significant mindset shift.

What is selling really?  

We like to think of selling as serving. When you serve clients, you focus on understanding their needs, interests, and concerns, building trust. That, in turn, helps you advise them on how you can help them achieve their goals or overcome a challenge. Providing exceptional service to your clients means they will trust you and look to you for guidance, making the sales process a simple conversation most times.

But how can you provide exceptional client service? These five pillars give you a solid foundation and create an intersection of service and sales in accounting firms: 

Develop a relationship with your client

The very core of exceptional client service is building genuine relationships with your clients. None of the other fundamentals are possible without this one. The key here is the word “genuine.” Get to know your clients. Ask them questions to get to build a more profound understanding – and relationship – and take a genuine interest in them and their business. This not only helps you understand how to serve them better; it also makes tough conversations just a little easier.  

Communicate at your client’s comfort level

This one often is overlooked unintentionally. Accounting is a technical and often-busy profession, which means that when you speak with clients, it’s crucial to remember to avoid using technical terms. They don’t have the same technical and professional background you do, and while it may make you feel, using industry terminology potentially could insult your client. It’s also important to consider their personal communication preferences, such as meeting in-person vs. over the phone or email, and how often they want to be updated.  

Anticipate clients’ needs

The key differentiator between proactive and reactive service is communication and personal relationships. Reactive services occur when the client comes to you because they need something done. Proactive service solves a need. That means if you provide a solution for something they haven’t even asked for, such as acknowledging they need tax planning services because of an avoidable high tax bill and offering that service to save them money the following year.  

Fix and communicate mistakes

Everyone makes mistakes. Mistakes are inevitable. As a professional, try to put as many checks and balances in place within your firm’s processes to avoid mistakes. 

Go the extra mile for clients

This one is easy, and it’s how your clients learn to rely on you.  Going the extra mile simply means doing more than is expected without being asked. This is the culmination of the previous four client service pillars and should always be in the back of your mind. The saying “the extra mile is never crowded” is where you can truly differentiate yourself and your firm to become known for your service.  

Key Takeaway

When you focus on executing exceptional client service, you build trust and loyalty, resulting in an elevated relationship and the intersection of service and sales in accounting firms will come naturally. Doing so will have clients coming to you first with questions or for advice, which, in turn, will allow you the opportunity to present additional services. Doesn’t that make the thought of selling much less intimidating?  

Selling is not sleazy when you provide a product or service your clients truly need. If you aren’t addressing all the needs of your clients or prospects, someone else will. If that person understands your clients’ needs better than you, they have a better chance of winning their business. 

Do you want to understand the fundamentals of client relationships or need a refresher on strengthening your inspection of service and sales in accounting? Check out our Advanced Relationship Building course under The Complete Professional Advisor (CPA) suite of sales and business development training.