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It’s good to talk…

10th Sep 2013
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…to clients

or at least stay in touch with them.

Like many other small practitioners I’m constantly looking at ways to improve the way I do things, whether that’s completing work quicker, avoiding mistakes, planning work more effectively and of course making sure I keep a healthy work/life balance.

I’ve been focusing on how I can stay in touch with client’s to make them feel valued but being able to do this without spending a disproportionate amount of additional time on it.

These are the things I’ll be focusing on over the next few months.

1.       Monthly newsletters – I’ve sent out newsletters previously but not as regularly as I should have.

2.       E-mailing clients monthly payslips – even where they’re on a standard £641 a month and won’t even look at the payslip.

3.       E-mailing groups of clients on specific topics which will/may be of interest to them. Perhaps picking one topic a month, things like changing accounting software, pension planning, FRS vat, life insurance. With topics such as pensions and life insurance the focus is on offering more to clients - I don’t take commission from any work I refer to IFA’s (I prefer to have reciprocal arrangements in place).

Part of this is just to stay in contact so client’s know I’m there and available to help even though no specific work needs to be done.

There will be plenty of other things I can do but they can wait.

The other main focus is planning work between now and 31 January to make sure I don’t have a made post-Christmas rush. Last year was ok – busy but not too busy, but then I didn’t have as many clients as I do now, so there’ll be a focus on this over the next couple of months.

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Replies (7)

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Locutus of Borg
By Locutus
10th Sep 2013 16:42

You're better at this than I am

With the biggest clients, I would have contact with then several times per month.  Medium sized annual jobs, sometimes 3, 4 or 5 months may pass with little or no contact - must do better with those!

With the smallest, barely once a year for the tax return, although I don't think it really matters too much with those.  They don't pay much and know how to contact me if they need me for something else.

Newsletters - I only ever e-mail after the Budget.  I think I ought to do better, although I think for me monthly might be overkill.

E-mailing monthly payslips - I've never done it for £641 director payrolls.  I only e-mail for the few "proper" payrolls that I have.  Although I'm perhaps missing a trick here, as I think some directors kind of forget that I'm actually doing something for them every month.

E-mailing specific topics - I am better at this, although if I'm honest I don't do much on pensions and nothing for life assurance, I suppose I see these as more of IFA territory.

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By RussellD
11th Sep 2013 09:11

Great Ideas

General newsletters can be a lot of work for relatively little return. But the more focused ones and emailing the payslips both sound like a good idea.

For the focused emails:

With 'marketing automation' it is now possible to group (segment) clients who have similar interests and send them information related to that interest. While it may sound time consuming, even relatively inexpensive CRM software (£12 pm) will often have automation built in - which will allow this segmentation to take place almost automatically.

For example if you are reading an article here on accountingweb which is applicable to your 'segment' of one man band contractors, you could send the link out to all of them as a newsletter. 

With tagging as a feature each person can be linked to an almost infinite number of segments. (as opposed to needing a new field in the database to note their interest in one area which is the other but much more limited way of doing it) Perhaps there are people who are interested in company cars, SIPPS, personal tax efficiency, Sage 50, Excel etc etc. It may take some time to segment, but then your 'one to many' communications will be so much more useful and therefore so much more likely to generate referrals.

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Man of Kent
By Kent accountant
11th Sep 2013 20:15

Quality v quantity

Yes I think its important to try and get the balance right.

I'm happy with monthly newsletters as long as they're not too detailed - 1/2 pages.

Emailing payslips is purely to let the client know I'm doing something for them and it does sometimes prompt a query.

Pensions/life assurance - yes I agree IFA territory, I see my role as just bringing these items to clients attention and them referring them to someone if they need help or advice.

If there's specific information which could benefit 5-10 clients I'll write one e-mail and cut and paste and send as 5-10 separate emails. This might only happen 2-3 times a year.

Timing - I find evenings the most productive time to think of who I could help, how and when. I'll have an idea, draft an email and send it first thing the following morning after giving it a quick sense check.

 

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7om
By Tom 7000
13th Sep 2013 19:44

I never bothered

dont think they care

 

they get contacted when I need to do their accounts or when I send them to them

 

how often do you read the rubbish the bank or life insurance co send...

 

I never bothered...too busy signing up new ones...

 

I always say...I WONT CONTACT YOU in the year...I am sure you dont want lots of junk mail from me or other rubbish...If you have a question give me a call or email..happy to help and no charge...and DONT FORGET...

 

they dont even get a xmas card (

 

HUMBUG

 

 

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Man of Kent
By Kent accountant
17th Sep 2013 11:30

Ah Tom

Don't call me I'll call you - once a year.

Is that what being proactive means ;)

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7om
By Tom 7000
17th Sep 2013 16:33

Proactive

On balance clients change accountants about every 6/7 years

 

Sending them a few pamphlets wont change this.

 

You are better off using your energy finding new ones

 

But then....what do I know....

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Man of Kent
By Kent accountant
18th Sep 2013 09:40

So
Get new clients .

Provide them with an average service.

Concentrate efforts on finding more clients to replace the one's unhappy with the average service.

Hmmm

Think I'll focus on looking after the one's I have and let them refer new clients to me.

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