cpa referral genius - cpa practice marketing referral strategy guide 2 about the author… "let...

CPA Referral Strategy Guide

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AAbboouutt tthhee AAuutthhoorr…… "Let me remove the roadblocks to your success and show you how to fall in love with

your CPA business all over again" – Salim Omar

I am a CPA just like you.

I will be busy during the tax season – just like you.

I am prospecting for clients and motivating staff – just like you.

I’m proud of the fact that I am not a guru talking about “marketing theory”. I only teach what has worked in my own practice.

I got here by being an obsessed student of marketing. Specifically, I’ve devoted a large amount of time investigating how to turn small CPA practices into profitable, thriving, and market dominating organizations that supports the lifestyle and work schedule that you want.

CPA Referral Genius and my flagship home-study system CPA Marketing Genius contain the strategies I’ve learned from 12 years and thousands of dollars spent on intense research, testing, and refining of these CPA specific strategies.

Plus, you’ll benefit from my experience as a former Chief Financial Officer and get a unique view into the mindset of your clients. Plus, you’ll be able to immediately use the techniques I’ve created during my tough early years as a struggling CPA Practice.

My goal is simple – “Make your practice irresistible to business prospects”.

Although you can read my work in my book Straight Talk About Small Business Success in New Jersey or my articles in prestigious publications like Accounting Today, The CPA Journal, Financial Advisor and Wealth Manager, I am excited to show you my best referral marketing strategies in this guide– CPA Referral Genius.

I am confident that you won’t find an easier, more profitable or more useful referral marketing system on the market.

Enjoy!


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“I knew from the moment I met Salim that I had a lot to learn from him, and the longer I know him, the more I continue to learn. I couldn’t wait to hear more about how he manages to run such a successful CPA firm without spending all his waking hours in the office. He readily shares information that would cost a fortune to obtain elsewhere and helps give perspective to problems so that the solution becomes clearer. He practices what he preaches, giving me hope that I CAN run a successful practice and still have time to spend with my wonderful family. Thank you, Salim!”

~ H. Maggie Mayer, CPA

Mayer & Associates, CPA, LLC

Madison, Connecticut


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Important Legal Notice

The CPA Referral Genius System contains information gathered from many sources, as well as from the experiences of the author and a number of his clients. It is published for general reference and not as a substitute for independent verification by users when circumstances warrant. It is sold with the understanding that neither the author nor the publisher is engaged in rendering any legal, accounting, or other professional advice and services. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.

Copyright 2009 by Salim Omar, CPA.

All rights reserved. The text of this publication, or any part thereof, may not be reproduced in any manner whatsoever without written permission from the publisher.


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Introduction ..................................................................................................................... 7

Overview ................................................................................................... 10

Section 1: How to Get the Most out of Referral Genius ................................................. 13

Section 2: Why Referral Marketing Works .................................................................... 15

Section 3: 5 Sacred Rules of Successful Referral Marketing.......................................... 20

Sacred Rule #1: To Get Referrals You Must Become a Referrer Yourself ................ 23

Sacred Rule #2: Don’t Ask for a Referral if You Won’t Follow-up ........................... 22

Sacred Rule #3: Treat Referring Clients Like Royalty .............................................. 23

Sacred Rule #4: Have a “Thank You” Culture ........................................................... 24

Sacred Rule #5: Referrals are “Everyone’s” business ............................................... 25

Section #4: Referral Marketing Set-up & Automation ................................................ 27

Step 1: Obtain an Email Service Provider ..................................................................... 28

Step 2: Create Customized Email Messages ................................................................ .30

Step 3: Institute Your Postcard Program ...................................................................... 32

Step 4: Create Your "Snail" Mail Messages ................................................................... 33

Section #5: Referral Strategies ....................................................................................... 35

Strategy 1: Build Trust ....................................................................................................... 35

Step 1: Immediate Follow Up - New Clients ................................................................. 36

Step 2: Look for Appreciation Triggers ......................................................................... 37

Step 3: Provide the "WOW" Experience ....................................................................... 38

Strategy 2: Make it Easy to Give the First Referral .......................................................... 41

Step 4: Be Easy To Remember ...................................................................................... 42

Step 5: Know and Share Who Your Client Is………………………………………………………..43


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Step 6: Keep Referral Opportunities Top of Mind………………………………………………..44

Strategy 3: Loyalty and Royalty Rewards ......................................................................... 45

Step 7: Loyalty Rewards…………………………………………………………………………………….45

Step 8: Education as a Reward…………………………………………………………………………..47

Step 9: Loyalty Rewards Calendar………………………………………………………………………47

Step 10: Royalty (Referral) Rewards…………………………………………………………………..52

Step 11: Setting up your Royalty (Referral) Rewards Program……………………………….53

Step 12: Make the First Move……………………………………………………………………………..53

Section 6: Scale for Growth ............................................................................................ 55

Section 7: Final Thoughts! .............................................................................................. 58


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IInnttrroodduuccttiioonn “Invest your time in the activity that gets you the

highest return on investment” – Zig Ziglar

I’m sure it’s happened to you dozens of times.

You’ve decided to purchase something that is a bit pricey. The purchase costs much more than a jar of peanut butter and you want to make sure that you’re making the right choice.

You jump on the web to do a little research and you find yourself focusing on the customer reviews for the product you are considering. The next time you’re out with friends, you mention that you are looking to purchase a new widget and one of your closest friends mention that they just bought the widget and they love it.

Instantly, you’re sold.

This scenario plays out millions of times a day across the globe. Research shows that 40% of Americans actively turn to family and friends to seek referrals. Even though businesses spend billions of dollars on advertising the single most powerful product or service seller are word of mouth referrals.

Human beings are wired to respect the experience of another person. It doesn’t matter if the ad or commercial is funny, informative, and eye-catching. If your buddy recommends a product or service it is as good as sold.

The CPA Referral Genius System will show you how to tap into this powerful marketing tool. When you’ve completed the course, your practice will be positioned to effortlessly grow its client base. You will find that over time you will become less reliant on expensive advertising and more focused on servicing your current clients.


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Your client relationships will become more profitable and more fun. Your clients will become trusted ambassadors who enthusiastically promote your services. This is the natural end-result of having a well-designed referral marketing program in place.

I strongly encourage you to set-aside some distraction free time to review the course in its entirety. I guarantee that it will be time well spent. Here’s why:

A recent study that surveyed professional service firms (CPA’s included) unearthed an astonishing fact:

On average, only 18% of professional businesses actively seek referrals from their clients. Take a moment to allow that to sink in. This means that out of 100 practices, only 18 of them will routinely ask their clients to suggest others who may need their services.

Combine this with the principle that 20% of CPA practices earn 80% of the revenue then you’ve stumbled across why some practices dominate their markets while others barely survive.

The winning practices ask for and get high quality referrals from their clients.

When I’ve dug a bit deeper with my CPA Marketing Genius members, I’ve discovered that:

- Few CPA’s have a formal Referral Marketing System established that they and their staff actively support and maintain.

- Most CPA’s do get referrals informally from other professionals (i.e. attorneys, doctors and realtors) but fail to capitalize and grow these relationships.

- A disappointingly small number of CPAs reward their referral givers with anything more than a simple “Thank You”.


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Smart Tip:

What is a Referral System?

A referral system is a methodical process that you have in place to capture qualified prospects through your clients. A “system” by definition is a “process that produces predictable results” A system can be turned on and off like a light switch at will. Your CPA practice needs “word of mouth” advertising, but this is not to be confused with developing a methodical system for referral prospecting.

If you find yourself among these practices, don’t get discouraged. In fact, view this as a tremendous opportunity for you practice because you now have the keys to boosting your practice revenue with a few simple steps.

All that is required is that you focus time and a small investment on implementing the techniques taught in this course.

The techniques taught here work. They’ve been tested and refined for years and consistently deliver premium clients to my practice. Some weeks I’ve received as many as 4 or 5 referrals with just one of the methods I will show you.

So, get comfortable, print out this referral strategy guide, grab a pen for notes and let’s get started.


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Smart Tip:

Don’t Delegate the Creation of a

Referral Marketing Plan.

I know that outsourcing is very popular right now. But, think twice about delegating the creation of your referral marketing program.

Referral marketing is built on trust, appreciation, mutual respect and careful attention to detail. These are all aspects that need your influence and personal touch.

Take the time to make your program special and an extension of you. Once the program is created using the methods outlined here, delegate the maintenance to a staff member.

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The CPA Referral Genius System was adapted from a Module included in the Genius CPA Marketing System Course. In this Module, I share with you a powerful method taught by Mike Kaselnak to financial advisors. Mike’s system is powerfully effective. In the CPA Referral Genius System, I have taken the concepts that Mike teaches these financial advisors and combined them with the thousands of hours of research and “trial and error” experiments in my own CPA firm to create the CPA Referral Genius System.

The CPA Referral Strategy Guide you are holding in your hands is the main tool of the system and should be used in conjunction with the CPA Referral Toolkit and the audio recordings.

The strategy guide has been divided into 7 sections.

Section #1: How to Get the Most Out of Referral Genius. This section walks you through the entire referral system and shows you how to approach it and get some quick wins. Section #2: Why Referral Marketing Works. These are not questions


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Referral marketing is a true win-win situation. It taps into the most basic of human desires and that is to be “helpful.” Once you understand this, you will approach your communications with clients in a whole new way.

Section #3: 5 Sacred Rules of Successful Referral Marketing

It’s important that you commit and follow these rules. Don’t skimp here. These are the ground rules to create and sustain an effective and successful referral marketing program in your practice. Section #4: Referral Marketing Set-Up & Automation

Many of the strategies taught in this guide will need some set-up on your part. Don’t worry; you will be able to implement all of these strategies on your own. You will not need any specialized technical or marketing expertise.

I will also share resources that will make your set-up easy and cost-effective. The good news is that much of what you need is already set-up and ready to go. All you need to do is follow the instructions here to customize the tools for your practice.

Section #5: Referral Strategies

In this section, I share with you 4 referral strategies and take you through them using a simple step-by-step format.

Section #6: Scale for Growth

Are you ready to put your referral program in high gear? Study this section to take your referral program online and learn how to drive free traffic to your website that hardly any CPA uses.

Section #7: Final thoughts

By the time you arrive to this section you will have the tools and the know how to use the power of referral marketing to supercharge your practices


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growth with less time and money. The key is implementation. Build your referral system in layers, one brick at a time and in no-time you will have a full blown referral program running on auto pilot.


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Section 1: How to Get the Most Out of Referral Genius

You will get the most out of CPA Referral Genius by following this process:

1. Skim through the Table of Contents page and pay attention to the title of each section and step.

2. Make sure you read through the page titled “Overview of the CPA Referral Strategy Guide.”

3. I know you may be inclined to skip certain sections, especially if you have been in practice for a while but, I urge you not to do that and to continue reading Section 2 and on. It is really very important to have the correct “mindset” about referral marketing before implementing the actual strategies and steps that are covered later on in this strategy guide.

4. Don’t overwhelm yourself by trying to do all of the steps at once. The idea is to achieve some “Quick Wins”. One suggestion I have is that you develop your referral marketing calendar in stages or phases. In Section 5, I have shown you 3 phases of the referral marketing calendar. It is okay to work only on the steps to get to Phase 1 first. Once you have mastered that process, move on to Phase 2 and then Phase 3.

5. Schedule time and set deadlines. Once you have selected your “Quick Win” techniques, open your calendar and set at least 30 minutes of focused planning time. This is when you will plan your next steps and discuss the new initiative with your staff. Next, set a deadline for when the new strategy will be implemented. Each of the strategies detailed in this guide should only require 7-10 business days to set-up (at the most). The idea is to hold you accountable for results. I don’t need to tell you that deadlines are


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great for focusing your attention and encouraging you to take action. Commit to a timeline and it will happen.


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Section 2: Why Referral Marketing Works “The smartest thing I ever said was “Help Me”! - Anonymous

Before we dive into techniques, let’s get a firm grasp of the “psychology” of referral marketing and “why” referral marketing is such a potent client attracting strategy. At its core, referral marketing taps into basic and accepted social behaviors. Everyone is trained to react a certain way to specific triggers. The trigger that we will focus on is the “need to be helpful”. I’m sure you’ve seen this in your own social circle. If someone needs advice, it’s almost impossible to ignore the invitation. Not only do we want to be seen as helpful but we can’t resist putting in our own two cents. This cuts both ways. If we had a great experience with a service, we look for opportunities to share our experience. If we had a terrible experience, we can’t wait to warn off family and friends (even strangers!). Referral Marketing is simply a formal technique for “helping people BE helpful”. By doing so, your practice benefits from the goodwill created by the process: Your clients will view themselves as:

• Partners: rather than just a billable hour, they recognize that they are a “mini-authority” on your practice and what you offer.


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• Advisors: clients who refer business are more likely to give you honest feedback about your services. They are invested in making sure you deliver consistent quality.

• Friends: clients will see you as someone who enriches their lives and makes them feel important. You are the one that makes them useful (even popular) within their group of contacts.

Referral Marketing works because it is a “sharing strategy” where your clients receive as much as they give. They are not being sold, pressured or manipulated. They are just sharing what has worked for them. They are being helpful and for many that is a powerful motivator. With CPA Referral Genius we will encourage this instinct by teaching your clients how to promote your practice while rewarding them for their efforts. Your Benefits… Client referrals are your most cost-effective prospects. The money you’ll spend on referral marketing will only be a fraction of the hard costs associated with traditional advertising. Once you calculate the lifetime value of a new client, you’ll see that you’re spending pennies on the dollar to attract referrals from your current client base. Also, referrals won’t need to be “pitched”. They will call you because they have been recommended by a current client. They will already have an idea of what you do and the benefits of retaining your services. An added benefit is that referrals are less likely to quibble over your fees because your client has already implied that you are fair and worth the investment. Referrals tend to be more loyal. There’s a simple reason for this…it’s hard to tell a friend that you’ve decided not to take their advice! As long as you deliver quality service, you’ll discover that your referrals have a vested interest in continuing their relationship with you.


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Taken together, Referral Marketing is the ultimate win-win solution for you and your clients. They get to be helpful and raise their standing within their network. You get to work with pre-qualified clients who respect your fees and are less likely to jump to a competitor. I’m amazed that so few practices take advantage of these simple facts to create a marketing juggernaut for their practice. As I look closer, I realize that everyone would love to have a vibrant referral marketing program. Anyone would pay good money to turn their clients into ambassadors for their practice. You now understand why you should have a referral marketing program in your practice. The next question you may be asking is “how” you should go about putting a referral system in place. Before we tackle that, I really feel it is necessary for you to understand one more thing that I have seen get in the way of success for many CPA practitioners. It is to understand the real reasons why CPAs do not ask for referrals and how you can overcome these myths. There are 6 reasons that I have identified from countless conversations with CPAs across the country as to why they don’t ask for (and hence don’t get) referrals. Here they are: Reason #1: I don’t want to use people by asking for a referral. Fact: People enjoy being helpful. People also love to provide information or a helpful tip to their friends. Asking for a referral from a satisfied client shows that you care about the client’s network and you recognize their influence. Reason #2: I’ll be imposing on people if I ask for a referral. Fact: You are only imposing if you are pushy and insincere in your efforts. Using the strategies in this guide will position you as a professional who values their client’s time and relationships.


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Reason #3: Most people don’t know anyone. Fact: Actually, people are far more connected than you think. The notion that most people are connected via 6 friends or acquaintances has been proven to be true. This is why Facebook and LinkedIn are such huge successes. Reason #4: I’m afraid of damaging my relationship with my client. Fact: The “way” you approach your clients for referrals will determine your success. In this guide we stress that you spend most of your time delivering value to your client. We’ll show you how to make referral marketing a natural extension of day-to-day interaction with your best clients. Reason #5: I’m afraid they’ll say no or reject me. Fact: First, your clients are not rejecting you. They are simply letting you know that they can’t help at that moment. Remember that most referrals occur after a few weeks (or months and sometimes even years) into the relationship. The key is to be consistent in your requests and implement a system to build your relationship over time. Reason #6: If they want to refer my business they’ll do it on their own. Fact: Your clients are busy. At any given moment, they are overwhelmed with priorities and to-do tasks. Even though they want to refer your company they may forget to do so – or – they may not know how. The simpler you make getting referrals from your clients – the more success you will have. Let’s talk about how you will go about putting a referral marketing system in place with a discussion of the 5 Sacred Rules of Successful Referral Marketing.


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Section 3: 5 Sacred Rules of Successful

Referral Marketing “Help your brother’s boat across and your own will reach the shore.” –

Hindu Proverb

Let’s lay down some ground rules. Before you attempt to ask for referrals you need to commit to following each of these rules to the letter. If you’ve tried and failed at referral marketing in the past then breaking one of these rules was most likely the reason. Successful CPAs follow each of these to the letter. It’s true that some people have a natural talent for selling but successful referral marketing doesn’t rely on talent. All you must do is follow the steps and the rules…. Here they are:

Sacred Rule #1: To Get Referrals You Must Become a Referrer Yourself

When I hear that a CPA isn’t getting referrals, I can quickly diagnose the problem by asking – “How many referrals have you given in the last month?” If I get a blank stare I instantly have my answer. When I’ve sat down and tallied up my referrals given and received I’m always astonished to see that the numbers almost always match. I am not the “universal manifestation” type but I do believe that “you reap what you sow”. If you spend time helping other people, the favor is almost always returned. The fascinating part is that humans seem to be hard wired to “return the favor“. It’s called the Law of Reciprocity and it has been thoroughly


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Smart Tip:

The Law of Reciprocity

The Law of Reciprocity explains the irresistible need to pay back someone who has given you something for free.

documented by Dr. Robert Cialdini in his brilliant book “Influence – The Psychology of Persuasion”. The Law of Reciprocity explains the irresistible need to pay back someone who has given you something for free. It seems that you are compelled to find a way to pay them back. For most, this need will gnaw at them until they settle the score. You put this powerful law into action in your accounting practice when you refer a client to a fellow professional. When that colleague hears that you are responsible for the new client, they are immediately obligated to reciprocate. It’s a social “rule” that very few can ignore. You can build up your “referral favors” by staying on the lookout for valuable services that you can refer. Get in the habit of asking for more than one business card when you meet a new contact. Also, when you make a referral tell the person to mention your name.

Sacred Rule #2:

Don’t Ask for a Referral if You Won’t Follow-up Giving a referral is actually a “risky” decision for many. Think about it – would you recommend a mechanic that rarely opens his shop for business or keeps random hours? Nope. You would be scared of being blamed for the mechanic’s spotty professionalism!


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The same applies for you. Clients who make referrals are wondering if you will deliver great service or embarrass them. If you don’t respond then you will never get another referral again. Before you start, commit to following up on every referral no matter what. Even if you think the referral is totally off-base you still need to make contact and try your best to help the person. When you do, you’ll find that the leads continue to grow because of your reputation for reliability and professionalism.

Sacred Rule #3: Treat Referring Clients Like Royalty

This may shock you but I believe that all clients are not created equal. Yes, every client gets the highest level of service possible but I don’t value every client the same way. You see, I make a big distinction between referring clients and non-referring clients. Referring clients get treated like royalty in my practice. I treasure these clients because they are putting their reputation on the line to bring me business. I want them to understand that I value their effort. You should resolve to create a “Royalty” class of clients in your practice as well. Actively think about what you can do for clients who refer business. For example, everyone gets a holiday card but referring clients get a gift basket as well. Perhaps every client gets a monthly calendar of local events but your referring clients get complimentary tickets. Get the idea?


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Smart Tip:

Don’t Treat Every Client the Same

Way You have to distinguish (and recognize) the referring clients from the non-referring clients.

What happens if your non-referring clients get wind of the perks you give referring clients? Will they get upset? You’ll be surprised to know that the opposite happens…clients will actually get competitive! No one wants to be left This needs to connect to the sentence above and the doc won’t let me do it out and as long as your clients understand how to join the referring client club…they will understand and even double their efforts to send you leads. The bottom line is that you must make it a point to openly show your appreciation to referring clients. Everyone craves attention and they will do anything to continue receiving it. Your appreciation meets this need and encourages your clients to keep promoting you to their network of contacts.

Sacred Rule #4: Have a “Thank You” Culture

In marketing there are three magical words. Use them and you will immediately pave the path to fortune with gold . Here they are:

1. You’re Name – The most valued word on the planet to clients and prospects are their own names.

2. The word “You”. People only really care about their own needs, wants and desires. “You” captures their attention and lets them know that you are focused on them.

3. Lastly, the words “Thank You”.

Everyone loves to be appreciated and recognized for their generosity. A sincere “Thank You” will open the doors for just about any request.


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Since “Thank You” is so powerful, it makes sense to look for opportunities to thank your clients. Thank them on:

• Their anniversary as a client; • After their first tax filing with you; • When they return a phone call; • When they pay an invoice on time; and • Most of all….when they make a referral.

I will go so far as to insist that you create a “Thank You Culture” in your practice. Ask every client if they feel appreciated. If they don’t, step up your “Thank You” campaign. You could even insist that every phone call, no matter how mundane, ends with a “Thank You”. Give cash rewards out to any staff member who suggests a creative way to thank a client. Make it your company’s mission to have a client focused “Thank You Culture”. Here’s why this is so important…. A “Thank You Culture” will train your clients to come to you for encouragement and sincere appreciation. Over time, these clients will find ways to bond with their new family of professionals. The key is that they will reward your generosity and attention by referring new clients. The first prerequisite for getting client leads is to show that you are trustworthy and appreciative. This is what a “Thank You Culture” does in spades.

Sacred Rule #5: Referrals are “Everyone’s” Business

Often, getting referrals is considered to be a sales and marketing activity; which is technically correct.


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But the most successful CPA Practices make asking for referrals everyone’s business. These practices understand that everyone on staff has a network of friends and family that need a CPA’s services. Here’s the bad news. You aren’t entitled to your staff’s network of potential leads. You must encourage, train and lavishly reward them for referrals just like you do everyday for clients! When you incentivize your staff for quality referrals, you set the expectation that everyone is in the business of growing the practice. Everyone shoulders the load and shares in the profit! Let’s take this one step further… If you provide a quality, high-value service that businesses and individuals need to guarantee their financial health then isn’t it a duty to let as many people know as possible? This sounds a bit evangelistic but think about it. Would you refer a family member to an accountant with a poor track record? Would you risk seeing your best friend pick an incompetent CPA by mistake? Of course not! That’s why I’m going to push you to make it your priority to tell as many people about your services as possible because you are doing them a favor! You are that good. Your practice is that critical. No one should be afraid to refer business to you. Let’s move on to the meat of this CPA Referral Genius system….


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Section 4: Referral Marketing Set-up & Automation

Technically, you can maintain your entire system with a pencil and notepad but, why work any harder than you need to? All of the pieces you will need to set-up your automatic Referral Marketing System have already been created. All of the services require a nominal fee but you will easily get your investment back with one client referral. I’ve divided this section into 4 easy steps that you will want to accomplish: Step #1: Obtain an Email Service Provider What’s Needed:

Email database and sending services. What to Look For:

The ability to store up to 100,000 names; The capability to export your list (comma

delimited format); The ability to easily insert new contacts

either manually or through a web form; The ability to schedule distribution of

your emails to your list of contacts; Web email templates that you can customize to match your

personal preferences; Easy to understand reports that show your email open rates and

the number of people who clicked on links in your email; High Deliverability that offers the consistent ability to send over

90% of your emails to valid email addresses;


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A service that makes it easy for contacts to unsubscribe with one click; and

One that is fully CAN-SPAM Compliant. Recommended Resources:

Constant Contact: An excellent all-around email service. Constant Contact is designed for the small business and provides simple to use features at an affordable cost. It is my preferred choice for CPA practices to get the ball rolling.

Aweber.com: The long-running champ. Aweber is a safe choice. However, the newer services have a few more bells and whistles and are a bit easier to use.

MailChimp: An easy and extremely affordable email sending

service. Extremely easy to use and provides a wealth of tutorials and how-to information about email marketing.

Infusionsoft: A complete email service that makes it easy to set-up

a complete referral marketing system. Infusionsoft also provides one-on-one consulting to get your email system set-up.

http://www.constantcontact.com/�

http://www.aweber.com/�

http://www.mailchimp.com/�

http://www.infusionsoft.com/�


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Step #2: Customized Email Messages Once you’ve set-up your email database with one of the services recommended in the last section you will need to load your campaigns with email messages. You have three groups of people you want to talk with on a regular basis:

i) Clients; ii) Referral Contacts (i.e. Centers of Influence); and iii) Prospects.

What’s Needed: Email Campaign: A campaign is a complete series of email messages customized for a particular audience.

Client Campaign: Goal: Build trust with your clients and encourage them to

refer you to their circle of contacts; A minimum of 12 custom messages that will be sent monthly

to your current clients; and Each message should be at least 300 words.

What to Look For:

“You” Focused: Each of your emails must speak directly to your reader. Remember, your clients and referral clients are looking for resources to help them; if you share your life story and/or life events, make sure you make them interesting and relevant to them!

Brief: Your readers are busy and are less likely to read a long email. If you have a tip or resource to convey, consider writing an article and posting it to a blog or website. You can use your email to provide a teaser about the information with a link.

Conversational and Down-to-Earth: Can the corporate speak? Talk to your prospects in a conversational tone as if you


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were speaking to them at a barbecue or BBQ. Your email will sound natural and not feel like a sales pitch.

Referral “Call To Action”: Every so often, in the emails that you send, include a brief message to remind your clients and prospects that you reward referrals. I recommend you place this “promo” in the P.S. portion of your email. The P.S. is usually the 2nd most read portion of an email which makes it a great place to insert your request for referrals.

One more tip: Include a phone number to call if a contact has a referral. A phone number shows the reader that you will personally handle all referrals and will not leave it up to a “faceless” computer. This is a nice touch that will increase the number of referrals you receive.

Excellent Reputation: If you decide to hire a freelancer to write

your emails, make sure you take the time to read the freelancers feedback and testimonials. Insist upon reliability and quality.

Recommended Resources:

CPA Referral Genius Toolkit: I’ve included sample templates in the CPA Referral Toolkit for you to use. Use these templates as a starting point for writing your own email messages.

Elance.com: Elance is an online resource for finding and hiring freelance writers. If writing isn’t your strong point then you can affordably hire an Elance freelancer to create your messages.

Profitcopywriting.com: My copywriter, Stan Smith is available to assist you with writing your email messages as well. You can contact him through his site – Profitcopywriting.com

http://www.elance.com/�

http://www.profitcopywriting.com/�


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Step #3: Postcard Program I recommend using postcards to provide an extra touch of warmth and spontaneity to your referral marketing. Postcards are still incredibly effective. Everyone loves to get a postcard in the mail. The resources recommended below will make it easy to set-up a mailing system with minimal time and expense. What’s Needed: An ongoing schedule to send

out physical postcards; Postcard design templates; Printer; and Mailing Service.

What to Look for: If your list of clients is small, you should be able to manage your postcard sending in-house. When your practice grows you will need to automate the process. When you do, here’s what to look for: An easy system for importing your client database. Affordable packages for printing four color cards. Relatively short turnaround on print jobs. A simple process for submitting your artwork and copy. On-site designers to assist with graphic questions and tasks. Postal address verification. Assistance with fulfillment of mail and gifts (called bulky mail). A willingness to send you samples. Online verification of mailing and tracking of progress.

Resources: SendOutCards.com: I recommend this site for physical postcard

mailings. I’ve tried many printers and fulfillment houses and have been disappointed with the quality and the customer service. SendOutCards.com excels because they focus on designing, printing and sending postcards.


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Step #4: Traditional Snail Mail I am still a fan of sending out old-fashioned letters to my contact list. Sometimes I find that regular handwritten letters get a better response than emails for certain contacts. I suggest you combine regular letters with email and postcards to get maximum effectiveness. Distribution: You can use the same groups for your traditional letters as well. However, you will only need to send 3-4 personalized notes a year. Traditional “direct mail” has the most impact on: Client Anniversaries; When a client refers their first contact; and When the client achieves an important milestone.

Resources: CPA Referral Genius Toolkit: I’ve included sample templates in the

CPA Referral Toolkit for you to use. Use these templates as a starting point for writing your own personalized letters.


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Section 5: Referral Strategies “To be trusted is a greater compliment than being loved.” -

George McDonald

Strategy #1: Build Trust

Your secret weapon for creating a steady flow of high-quality referral leads is “Trust”. Your clients will need to believe that you are competent, professional, and reliable. You also need to have excellent customer service skills. When put together, they need to Trust you with their friends and family. This is a big risk on their part and you will need to work hard to build the trust that is required to get the referral. Building trust is often skipped by other referral programs. Referral Marketing is difficult for many because of an over-emphasis on slick pitches or pressure tactics. On the other hand, the CPA Referral Genius System is built on creating a trusting relationship that naturally leads to your clients sending you quality contacts. Your clients are not pressured. In fact, they are excited to help you build your business! This is because they view you as a friend, not a pushy vendor. TRUST is the prerequisite to creating a successful Referral Marketing Program.

Smart Tip:

Why You Should Wait to Ask for a Referral

Referral Marketing is a game of “trust”. The more trust you’ve earned, the more referrals you will get.

However, many CPA practitioners blow their chances for referrals by racing to ask for them on their first meeting with a client. Bad move – it’s like asking someone to marry you on the first date!

Clients need a chance to see you in action. Afterall, you are asking them to personally “vouch” for your services. Before they do that they need to get a comfort level with you.

Go slow and build your trust level with your new client before you “pop the question”.


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The good news is that I bet you are good at inspiring trust in your clients. Most CPA’s are. We are steady, reliable and we value fair play. Your clients probably take your rock-steady integrity for granted! But also know this: Trust is Perishable. You must continually replenish your Trust Bank Account. You will always need to demonstrate your expert status. Your clients will want to know that you are an authority in the field. You can never rest on your laurels and assume that your clients are satisfied with your services. The more attention you pay to establishing trust, the easier it will be to ask for and receive high quality referrals. The techniques you’ll learn below are focused on rapidly building a high level of trust with your new and existing clients. Review the recommendations and select one or two to implement now.

Step #1: Immediate Follow-up – New Clients Strike while the iron is hot. Do everything possible to immediately follow-up with your new client after your first meeting. I’ve found that the first 24 hours after a meeting is critical for cementing your relationship and creating a good impression. The first 24 hours is also the most likely time when your client will be bragging about their new Accountant. Make sure that they have the tools to promote you the right way! Here are some proven winners:


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o Email Welcome – Make sure you get an email address from every new client - Period – no exceptions. Once you have their email address, send an immediate “Great to Meet You & Welcome Aboard” email. Be brief. Keep the email focused on how excited you are about helping THEM. Remember, this isn’t about you. In my welcome email, I also position the next step in the process which is a personal phone call from my Senior Manager.

o Phone call from my Senior Manager: My Senior Manager

calls the client and has a brief, 10-15 meeting focused on building rapport and trust with the client. This call also coordinates the transfer of necessary paperwork. The Senior Manager will then arrange for an orientation meeting.

o Orientation Meetings: At the Orientation meeting, we

spend time learning about the client’s goals and needs (we document this). We also use this meeting to ask for a referral. Notice that we only ask for the referral after rapport has been established with the client.

o Handwritten “Wonderful to Meet You” Note: Sending

out a handwritten note that gets dropped in the mail immediately after your meeting is a classy and memorable touch. People don’t receive personal notes like they used to in today’s go-go, email-addicted world. Your client will be impressed by your attention and likely to tell others about it too! With this note, we send the client a copy of the notes that were taken at the Orientation meeting.

Step #2: Look for Appreciation Triggers

Always be listening for natural opportunities to ask your client for a


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referral. The best openings are when your client expresses appreciation for your services. I call these “Appreciation Triggers”. Here are some examples: “You did a great job – thank you”. “That thought never occurred to me”. “I don’t know what I would do without you”!

These statements indicate that your client is making a positive judgment about your services in their mind. This is the moment where they are most responsive to recommending your practice. You can follow-up by asking: “That’s great to hear. Do you know of anyone at XYZ Company

that I could forward this information to?” “I appreciate hearing that. You know I was going to give XYZ a

call, would you mind making an introduction?” “Thank You! Could you help me with something? I have been

trying to contact XYZ for months, what’s the trick to getting a hold of him/her?”

Each of these responses uses a powerful tool – specificity. Simply asking for any referral often overwhelms the client. However, asking to meet a specific person will often get a “Sure, no problem” answer.

Step #3: Provide the “WOW” Experience There have been many books, courses and seminars on this subject and rightfully so because of its importance. I wanted to keep this referral guide precise so rather than writing a chapter or two about it I have pulled a short but very powerful piece from Jeffrey Gitomer’s book, “Customer Satisfaction is Worthless – Customer Loyalty is Priceless.” Here it is:


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ARE YOU USING THE WOW! FACTOR?

One of the most powerful aspects of service: being different.

What is WOW!?....WOW! is great service!

WOW! separates the EXTRAordinary from the ordinary.

WOW! separates the strong from the weak.

WOW! separates the sincere from the insincere.

WOW! separates the pro’s from the con’s.

WOW! separates the yes’s from the no’s.

WOW! is the full measure of your personal power and the way you use it.

WOW! is what you do for others in an exceptional way.

WOW! is the ticket to success; Your ticket.

Are you WOW! Is WOW! a factor in your serving process?

How do you WOW! the customer? How can you do it more often?

Along the lines of providing a “WOW!” accounting and tax service, I want to share with you a document that I created for my CPA office a number of


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years back. It is not only proudly displayed in the reception area of my office but I also use it as a training tool when meeting with staff. Here it is:


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Strategy #2: Make it Easy to Give the First Referral

“If fortune calls, offer him a seat.” - Yiddish Proverb

Have you ever wanted to make a service recommendation and forgot the person’s name, messed up their email address or fumbled to remember their web address? I have and I always promise to get back to the person with the information; which rarely happens. The moment has passed and the referral is forgotten.

Don’t fall victim to this.

Always remember that most people are distracted, busy and overloaded. The world has gotten more complex and more hectic. Don’t assume that they can immediately remember your name. Don’t bank on them remembering your email or web address either. And, no matter how fancy your business cards are, they will not keep a stack of them in their wallet. It just won’t happen. There’s a popular book titled “Don’t Make Me Think”. I love the title because it sums up the success secret for all marketing. The more you make others do the less they will do for you! Old school referral marketing techniques rely on your clients doing all of the work. They carry cards, they display brochures and they clip out magazine articles and hand them to friends. This won’t work in the 21st century.

The following techniques will make sure that your business is memorable and that your client specifically knows what type of referrals you are looking for. I’ve also included some great ways to keep your name, email and web address front-and-center with your prospects.


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Here we go….

Step #4: Be Easy to Remember: Make it simple for your clients to understand what you are great at. To put another way – “What do you do for a living?” Imagine that you only have 10 seconds to write your answer in the space below:

__________________________________________________________________________________________________________________________________________

Now, here’s the toughest yet most profitable part – refine the service description for your practice and make it more memorable (only use the two lines below).

Here’s mine as an example “Accounting Guidance in Plain English That Will Grow Your Business and Improve Cash Flow and Profitability” ____________________________________________________________________________________________

Step #5: Know and Share Who Your Ideal Client Is: I strongly believe that you get what you focus on. If you focus on trouble, trouble inevitably shows up. If you focus on prosperity – you will quickly find that prosperity finds its way to you. The same is true when it comes to attracting premium clients. It pays to have a specific picture of who you want to do business with. If you don’t then you will get whoever walks through the door. It is especially important to tell your clients what type of prospects you are looking for. You may think that this is being too pushy – but it isn’t. If your client wants to help you they will want to make sure they are sending the right people your way.


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You can help them out by completing the quick Perfect Prospect Profile below:

Perfect Prospect Profile: Desired Industry: ____________________________________________ Size of Company (i.e Revenues, number of employees): ____________________________________________ Preferred Title of contact (i.e. Owner, Chief Financial Officer): ___________________________________________ Years in Business (i.e. more than 6 years) __________________ International, National, or Local Presence? ________________ If you find it difficult to describe your perfect prospect then you will have trouble attracting referral leads because your clients won’t know who to refer and they will refer contacts that are a bad fit for your practice. Once you have created your Perfect Prospect Profile, use it for reference when you follow-up with clients who send referrals. Here’s how the conversation might go:

You: Hello Jill, I wanted to give you a call to thank you for the referral you sent last week. We had a great conversation on Friday. Jill: Really! That’s great, I’m glad I could help! You: Sure, during our conversation I learned they were a start-up company in their early phase of development. Since I don’t handle start-ups I went ahead and forwarded them to a colleague that specializes in early stage companies.


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Jill: I’m sorry; I hope I didn’t waste your time? You: Heavens no. I appreciate you thinking of me, as a matter of fact, I just sent you something as a Thank you. I just realized that I didn’t share with you that I prefer to work with companies that have been in business for more than 5 years – like your own. Jill: That’s great to know – I will keep that in mind for the next contact. As a matter of fact, I may have someone in mind – can you tell me more about what you are looking for….

I often have these types of conversations with some of my best clients and they always appreciate the guidance. Just be sure to ask your clients what their perfect prospect looks like!

Step #6: Keep Referral Opportunities Top of Mind: Look for subtle, everyday opportunities to ask for referrals. For example:

o Invoices o Business Cards o Brochures o Your Email Signature o Website Footer or Create an Entire Referral Page o Social Media Profiles (i.e. LinkedIn)

Getting referrals is all about keeping the request top of mind with your clients. Let them know that you’re always looking for opportunities to help their sphere of contacts. Go ahead and brainstorm places you can ask for a referral. Now, take action and place a statement like this in every spot you’ve uncovered: “We value and reward clients who pass our name along to their friends

and family who could benefit from our services”


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Strategy #3: Loyalty and Royalty Rewards “Goodness is the only investment that never fails”

– Henry David Thoreau

Step 7: Loyalty Rewards Sincere gifts are miracle workers. You can’t beat the impact of your client receiving a box of goodies in the mail as appreciation for their loyalty. I call such gifts “Loyalty Rewards”. Imagine their face as they open the box and see a beautiful gift basket with a simple card that says: “Thank you for being a great client, partner and friend. Here’s to another

year of working together!” Wow! But, this moment doesn’t end there. Here’s what will happen for the next week. Co-workers will ask your client who sent the basket - Cha-ching. Your client will carry the basket out to their car – smiling from ear to ear and singing your praises. Once they get home, their spouse will ask “Where did you get the basket”? Your client will recount how special you are to the business. Now your client’s spouse will remember you the next time she talks to a friend…and so on. I cannot overestimate the power of rewarding your clients with consistent and heart-felt gifts. They are conversation starters and referral magnets! CPA Referral Genius leans heavily on giving client’s incentives to refer leads. Now, let me be clear as to why we focus primarily on Loyalty rewards.


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According to the Small Business Association, 68% of clients leave their current service provider because they feel unappreciated! No other concern even comes close. It goes without saying that it’s difficult to have a referral program if you have unappreciated clients. That’s why, the Loyalty Rewards section will show you how to automatically reward your clients and turn them into loyal ambassadors for your business. The CPA Referral Genius System also stresses using periodic gifts. I’ve learned that the best way to get my client’s attention is to give them a gift. It’s never failed. However, rewards don’t always have to be gifts. Rewards can be anything that your client values. Some clients will only feel comfortable with a thank you. Still more would enjoy a token or a gift to show you noticed their effort on your behalf. No matter what rewards you set-up, you should focus on being consistent in showing your appreciation. Your constant and thoughtful attention will create a cycle of appreciation that clients can reciprocate with referrals.

Use the steps below to put the power of loyalty rewards to work in your practice now -

Why Clients Leave….. - 4% - Client goes out of business or moves - 5% - Change purchasing habits - 9% - Decide prices are too high - 14% - Decide quality of products or service is low - 68% - Feel unappreciated! Source: Small Business Administration


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Step #8: Education as a Reward I have had great success using articles, news clippings, and special reports as an “education reward” for my clients. Information is a competitive advantage and most of your clients will not have the time for research. They will be grateful to get the information and will think of you when they use it! Make sure you include this line with your educational gift – “I thought of you when I read this info. Hopefully you can put it to use – or feel free to pass it one to someone who can with my compliments!” This is a great way to stay top-of-mind, save a little money on loyalty gifts and possibly get a referral too! Step #9: Loyalty Rewards Calendar: Your Loyalty Calendar will make it easy to keep up with your loyalty rewards program throughout the year. At first, I was overwhelmed by this schedule until I sat down and laid the entire schedule out on a calendar. I quickly saw that there were dozens of opportunities to touch base with my clients. For example: First Year Anniversary New Years Valentine’s Day (Time to send a love note!) Thanksgiving Labor Day The Holidays Birthday


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Once you have it laid out, you can arrange your gifts ahead of time and have them ready to send on the appropriate days. The Loyalty Rewards Calendar also makes it easy to delegate the entire program to a staff member. They just reference the calendar and send the appropriate message and gift. You can also use this calendar to guide your automated email message campaign as well. We’ll get to this in just a moment... The developmental phases of Loyalty Rewards Calendar:

Phase 1: (Getting Started)

EXAMPLE:

January: • Email #1 (with Happy New Year wishes) • 1040 Referral Letter (see Bonus Report on 1040 referrals)

February: • Email #2

March: • A short note with an article you read or with a copy of a book summary • Email #3

April: • Email #4 • Happy call from administrative person or you AFTER tax season to check in

May: • Email #5 • Mission Impossible Letter

June: • An interesting article with a hand written note • Email #6

July: • Email #7

August: • Book I read with main points I walked away with • Email #8

September:


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• Referral postcard • Email #9

October: • Email #10

November: • Thanksgiving card • Email #10

December: • Phone call from you to wish Happy Holidays • Email #10

Phase 2: (Building Momentum)

EXAMPLE:

January: Email #1 (with Happy New Year wishes) Email #2 1040 Referral Letter (see Bonus Report on 1040 referrals)

February: • Email #3 • Email #4

March: A short note with an article you read or with a copy of book

summary • Email #5 • Email #6

April: Email #7 Email #8 Happy call from admin person or from you AFTER tax season to

check in with client Referral Rewards flyer (with invoice)

May: Email #9 Email #10 Mission Impossible Letter

June: An interesting article with a hand written note


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Email #11 Email #12

July: • Email #13 • Email #14

August: Book I read with main points I walked away with Email #15 Email #16

September: Referral postcard Email #17 Email #18

October: • Email #19 • Email #20

November: • Thanksgiving card • Email #21 • Email #22

December: Phone call from you to wish Happy Holidays Email #23 Email #24


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Phase 3: (Advanced)

EXAMPLE:

January: • Emails #1, 2, 3, 4 • 1040 Referral Letter (see Bonus Report on 1040 referrals)

February: Emails #5, 6, 7, 8 Gift/fruit basket Phone call from admin person to make sure they received the fruit

basket March:

• Emails #9, 10, 11, 12 • A short note with an article you read or with a copy of a book

summary Cross referral flyer (to promote other services) with invoices

April: • Emails #13, 14, 15, 16 • CD of an interesting interview • Happy call from admin person or you AFTER tax season • Referral Rewards flyer (with invoice)

May: Emails #17, 18, 19, 20 Referral Email from me

June: • Emails #21, 22, 23, 24 • An interesting article with a hand written note

July: Emails #25, 26, 27, 28 Hand written love letter from me

August: • Emails #29, 30, 31, 32 • Book I read with main points I walked away with • Referral Rewards flyer (with invoice)

September: Referral postcard Emails #33, 34, 35, 36 Thank you postcard

October:


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Cross referral flyer (to promote other services) with invoices Emails #37, 38, 39, 40

November: Emails #41, 42, 43, 44 • Thanksgiving card

December: Emails #45, 46, 47, 48 Phone call from me to wish Happy Holidays

Loyalty Calendar Resources: Here are a few suggestions for educational resources and gifts that you can use to fill-in your loyalty calendar. CPA Referral Toolkit: I’ve included sample templates in the CPA

Referral Toolkit for your use. goBrevity.com: Excellent website that offers summaries of

bestselling business books. Bargain Books: Amazon.com – sending a book with a personalized

note on the inside cover is a classy and memorable way to reward your clients. Check out Amazon for great deals.

Fruit Basket: Costco.com – Costco makes it easy to send wonderful

gift baskets at a reasonable price. Step #10: Royalty Rewards Clients that refer business should be moved to a special in-house list for “extra” perks. Once you’ve identified your referrers, focus the lion share of your personal attention on encouraging and praising them. This technique is called Royalty because you add a bit extra to the normal Loyalty Reward for these special clients.


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For example, if you send out a gift basket to all your clients on their one year anniversary, consider sending along a gift card as well (with a handwritten note thanking them for the referral).

Step #11: Set Up Your Royalty Rewards Program: Approach local business owners who are looking to increase their

client base. Offer to include them as a referral rewards partner if they provide you with a discounted package.

I recommend you select rewards that your clients would find appealing (i.e., vacation packages, dining, entertainment, health and beauty, home and vehicle maintenance).

Create a one page letter that includes: o A short introduction outlining why you are sending the letter

and “What’s in it for them”. o A choice of one of three or four referral rewards for each client

referred and contracted. o KEY POINT: A brief but enticing description of each reward.

This helps them imagine actually enjoying the reward. o A space to write contact information for up to five referrals.

Make sure you include clear instructions on where to fax, email, or mail the information. I’ve included an example of the Referral Rewards letter I use in the Referral Toolkit for your convenience. Step #12: Make the First Move Remember the Law of Reciprocity? Go ahead and use it to jumpstart the referral process by sending a lead to your client as a reward! You can make this work by asking your client to describe their ideal prospect. Then, go out and see if you can arrange a meeting or introduction.


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This is where social media services such as LinkedIn can be an invaluable resource. You can learn more about LinkedIn at www.LinkedIn.com. LinkedIn makes it easy for you to connect with colleagues and gain an introduction to their network. With LinkedIn you can review your contacts and find someone who can set-up an introduction for your client. This technique is powerful because I can almost guarantee that no one else is taking the time to help their clients this way.

http://www.linkedin.com/�


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Section 6: Scale for Growth “Ask yourself the secret of your success. Listen to your answer and practice it.” –

Richard Bach

It’s time to kick your referral marketing program into high gear. Now that your program is humming along and producing referrals, let’s turn our attention to putting some high-octane fuel in the tank! Each of the techniques below will increase the visibility of your practice with other professionals in your area. Once you’ve demonstrated the power of your referral program others will be begging to partner with you. Use any of the strategies below to get the most out of these relationships.

You can send the Referral Rewards letter to:

o Your current client list once or twice a year. o A list of small business owners in your area along with a

brochure and a stack of business cards. Your Chamber of Commerce would be a great place to get a list of contact names.

Going Online Promote your referral rewards program on your website or blog. I find that my clients often use my website as a way to keep my contact information handy. I’ve seen great results by creating a page that explains my referral rewards program. Also, creating a referral rewards page is an effective way to demonstrate to your reward gift partners that you are serious. I guarantee that most of them don’t actively advertise online!


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After creating a referral rewards page (or post), look for opportunities to get current clients to your website. Here are some tips to get you started:

o Online version of newsletters.

o Post current financial news once a week on your site or Blog.

o Online versions of your regular emails. You’ll be surprised by how many people will come to your site to read “back emails”.

o Write articles about your Finance and Accounting topics that will interest your clients and post them on your site. These articles will improve your search ranking and attract new clients!

You can draw attention to your referral rewards program by creating a button or square banner ad that promotes the program. Place this button to the right or left of your main page information. I encourage you to brainstorm other methods for promoting your program to clients. Perhaps, 1040 walk-in’s during tax season. You have the program in place, go ahead and see how fast it can fill your pipeline with hot leads!


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Section 7: Final Thoughts “An ounce of an action is worth a ton of theory”

By Friedrich Engels

I’ve been told that 80% of people will never implement a single recommendation from this program. They tell me that people will just purchase it to “be prepared” for when they need some referral marketing help. You’re different because you’ve at least read this page; therefore, I will tell you a secret…. You can double your revenue in the next 12 months by implementing just a few of the techniques in this book. I know because I use them everyday to consistently grow my practice every month. I dominate my area and hold my own against the big boys because my clients love to send me new business. You can put this referral juggernaut to work for you now. All you need to do is ACT. For the next week, I want you to act as if you have ONE CHANCE to achieve a breakthrough with your practice. Resolve to put CPA Referral Genius to work for you. Commit to getting results no matter what. I guarantee you won’t be disappointed. Warmly,

Salim Omar, CPA P.S. An effective Referral Marketing Program is the first piece of the puzzle – check out www.CPAMarketingGenius.com for my complete program.

http://www.cpamarketinggenius.com/�

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