How to make clients your sales team

For accounting firms looking to grow their business, the key to boosting sales may lie within their existing client relationships.

By empowering clients to serve as advocates and ambassadors, firms can unlock a powerful marketing channel that drives new business through word-of-mouth referrals.

 Client referrals are one of the most cost-effective and trusted sources of new business for professional services firms. Satisfied clients who have experienced the firm’s expertise first-hand are far more likely to recommend those services to others within their networks. This provides valuable social proof and credibility that can be difficult to obtain through traditional marketing efforts alone. Moreover, leveraging client relationships as a sales engine can help firms differentiate themselves and stand out in an increasingly crowded market.

Strong client advocacy leads to increased brand awareness, expanded reach into new audiences, and a steady pipeline of warm leads primed for conversion.

How to building a culture of client centricity

Fuelling advocacy and referrals starts with fostering a client-centric culture within the firm itself. This begins by prioritizing exceptional service and consistently delivering high-quality work that exceeds client expectations. It’s crucial to maintain open communication through regular check-ins, keeping clients informed about their accounts while also sharing relevant industry updates and insights that demonstrate the firm’s value.

Firms should also actively solicit client feedback to identify areas for improvement and tailor services to address evolving needs and preferences. Simple gestures like handwritten notes, small gifts, or exclusive client events can go a long way in expressing appreciation and reinforcing the firm’s commitment.

Finally, empowering all client-facing teams with training and resources ensures a cohesive approach to superior service and stronger bonds.

Incentivising client referrals

Formal Referral Programs One effective approach is to establish formal referral programs that incentivize clients to introduce new business to the firm. These should feature clearly defined rewards for successful referrals, such as discounts, gift cards, or other perks tailored to the client’s interests.

Simplicity is key, with straightforward referral processes and tracking mechanisms to minimise friction. Regular communication about the program through multiple channels keeps it top-of-mind for clients.

Perhaps most importantly, timely fulfilment of promised rewards after a referral reinforces the desired behaviour and maintains trust.

Is in informal recognition important?

Complementing structured programs, firms can show gratitude for referrals through informal channels as well.

Personal thank-you notes or small, thoughtful gifts acknowledge the client’s advocacy efforts. Public recognition, such as features on the firm’s website, social media, or at client events, can motivate others to follow suit. Exclusive offers or added value for loyal clients who refer new business provides an incentive while deepening those relationships.

Featuring client testimonials and success stories in marketing materials both rewards the client and promotes the firm’s capabilities.

Empowering clients as brand ambassadors

To position clients as knowledgeable brand ambassadors, accounting firms should equip them with valuable, share-worthy content. This includes industry insights and trend reports that showcase the firm’s expertise on relevant topics.

Educational resources like guides, webinars, and podcasts addressing common client pain points or demystifying complex subjects also provide value. Case studies and success stories highlighting the firm’s work can also inspire clients to advocate for its services within their own networks.

Meanwhile, encouraging clients to engage with the firm’s social media presence amplifies its brand reach exponentially. Simple actions like sharing updates, blog posts, and other content on personal or company channels boosts visibility.

Similarly, leaving positive reviews and testimonials on platforms like Google, Yelp, or professional directories reinforces the firm’s credibility. Clients can also participate in online discussions, mentioning the firm’s services where appropriate to increase brand awareness.

Finally, partnering with clients to co-host events or workshops allows both parties to showcase their industry knowledge and capabilities. This approach lends credibility as clients are positioned as subject matter experts, while also allowing the firm to access new audiences through the client’s network.