This is from a Question & Answer call our team recently did in our program called The Accidental Salesperson. We thought we’d give you a peak inside our thinking when we answer client questions.  (This is a transcription of spoken audio so forgive some of the clunkiness).

Q: What I know is that clients give me referrals and therefore I need to be in front of my clients, but I don’t make time to do it. How do I do so?

A: Well there are two things here. One is the making time and two is what I do with that time that I make.

I’m going to give you a couple of ideas.

If you really believe that you have something of enormous value for your clients and let’s say it’s July and tax season is over and as a CPA, you’re kind of back in the swing of things because you’ve taken the month of May off to just recharge. I think it’s OK to call people up and say,

“Look, we don’t really have any kind of imminent issue here but I was wondering if you would mind if I stop by sometime. I’ve got something I would like to show you.”

I think you should make a call where you’re actually going to be giving value.

You’re not giving a sales pitch. There’s no value in that. You’re stopping by. You’re either writing an article and this is where it gets to number two. You’re either writing content of some kind:

• An article
• A white paper
• A case study
• Or something where I, as the client, am interested in knowing it.

It could be how somebody does something. It could be new ways to save money on taxes. It could be updates from the IRS on things that I should be concerned about as a business owner or as a taxpayer.

You Must Think About An Expert Strategy

This gets back to being an expert and positioning yourself as an expert. In your profession, there are tons of things that you can do so you have a reason to go meet with them. The issue in a lot of this stuff is, “Do you have a good, compelling reason?” Stopping by to say, “Hey!” is probably not a good, compelling reason and that’s why we don’t do it. It’s also why we can’t make a phone call to bring ourselves to do it.

So the question is: “How are you going to bring value when you show up?”

That’s why I suggest some kind of an article, a white paper, a document. It could be something as simple as a website article that you print off and then you interpret in some way or you add your perspective to it. Don’t just send them a link to an “interesting article” you saw. That’s the coward’s way out. Add to it. Enhance it. Offer your perspective on it. That will differentiate you. Read more