How to Turn Loyal Clients into Your Biggest Advocates
One thing is for sure: Most people want their opinion to be valued. Knowing that new clients are most likely acquired by word of mouth, successful tax and accounting professionals are now using proven online methods to drive advocacy and revenue for their brand. Consumers have always trusted referrals from their friends and peers over traditional advertising.
So what drives a client to go from a simple "client" to your biggest advocate? Is it rewards? Is it recognition? Or just the confidence that when they refer you, they know their reputation will improve? Why? If you are responsive to client needs, you make the referrer look good. If you call prospects back quickly, it validates the referrer’s recommendation. Actually delivering what you promise with superb service will solve almost any professional office’s need to grow.
How do we know this?
We work with thousands of independent professionals across the country. We see what gets results firsthand. We see that professionals who consistently communicate with clients have larger databases and followers on social media. Coincidence? I think not. They also have more unsolicited testimonials and clients who actively advocate for them. Some have even had to shut down accepting new clients because they are at capacity.
So why aren't you concentrating on word of mouth?
Do you communicate that you accept and appreciate referrals. Sometimes, all you need to do is ask. Do you respond to clients quickly and in a friendly manner? Do clients feel you really care about them personally? If these descriptions are true, then you just need to work on your referral systems.
Does your website display a professional firm?
Are you updating clients on the latest tax law changes or due date reminders?
Are you active on social media?
Have you tried to gain new followers?
Do you target specific verticals who are more likely to share your expertise amongst the group?
These are all simple tasks you can make part of your practice that will have a dramatic effect. Stop worrying about chasing leads and get your clients to do the work for you.
Lee Reams II
I am a marketing junkie who has spent the last 20 years developing and executing "best in class" word-of-mouth marketing campaigns. With over 10,000 happy clients I think we are on to something. The explosion in web marketing and social media have redefined the way independent professionals market their practices. Follow my blog to see if you can take some of our actionable ideas to market your own practice.