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TAX PRACTICE MANAGEMENT

client review, revisit that conversation
Being present in different aspects and update what has been accomplished.
During the annual client relationship
of our clients’ lives builds review, revisit those aspirations and ac-
a trust that shows we care complishments and point out how our
advice helped them take that trip. Do
about them. not be afraid to identify the nonfinan-
cial areas where we have been able to
impact our clients that may not be read-
ily noticeable.
similar, but we answer each question website for viewing any time. Clients As we focus our midyear efforts on
individually. For example, how does a and prospects could gain education on increasing the value that we show our
client make an estimated tax payment their schedule, and the firm was always team and in turn how we demonstrate
correctly on the IRS direct pay website? top of mind because the clients were top that tangible value to clients, we will see
This is a good example of a video that of mind. that return to us exponentially. Find cre-
can be quickly sent to clients. Another ative ways to show that you value your
example is a step-by-step guide to Bring value clients, find creative ways that you can
uploading documents to the client Bringing value to clients is about taking add value to their lives, and lastly bring
portal. that next step and being more to them that value to the firm by giving clients
Consider other conversations you than just a transaction. This requires continued strong firm support in all
have over and over that are not client- an investment of time and money, but their endeavors.
specific. Using platforms like Loom, we this investment will pay big dividends. Now we have a highly effective
can create easy, simple videos that can be Here are two ways to bring value to team and client relationships that are
uploaded to the firm’s knowledge library your clients: rooted in value received and not on rate
and, when that question arises, the team Show up: Do we support those or realization.
can refer to the “video library.” Also, who are important in our client’s lives? We wish you continued success, not
including relevant specific video links in As we are present with our clients, we just in completing work, but on your
client communications can create stan- will identify the people that are most journey to providing value. ■
dardization in our processes (for exam- important to them. As we pay attention
ple, a client organizer with portal upload, to their issues beyond our engagement,
completion process, and/or estimated tax we are in an optimal position to support
payment video reference links). Other them. Could we introduce them to a Contributors
ideas include posting firm articles about fantastic insurance agent or trust attor-
relevant trending topics that impact your ney? Can we send a graduation card to a Brent Forbush, CPA, CGMA, is the
clients, highlighting team members to child finishing school? managing partner of Forbush and
show their personal side, and consider- Being present in different aspects of Associates in Reno, Nev. Jeffrey
ing client spotlights. our clients’ lives builds a trust that shows Solomon, CPA, CVA, is the managing
Live/recorded webinars: Dur- we care about them. As we value those shareholder of Katz Nannis + Solomon
ing the past two years, firms and their around our client, they will continue to in Waltham, Mass. April Walker, CPA,
clients have struggled to stay up to date value us. These are the types of things CGMA, is lead manager–Tax Practice
with the sheer overload of information you can do that the client will remember & Ethics, Public Accounting for the
related to new tax legislation. Firms that years from now and that will make you Association of International Certified
thrived used every tool at their disposal and your firm stand out. Professional Accountants, representing
to disseminate updates to the public as Be an accountability partner: AICPA & CIMA. Ms. Walker is the staff
quickly as possible. Newsletters are good, Do we know our clients’ passions or liaison of the AICPA Tax Practice
but video is great. One firm in Minne- interests? Have we asked our clients Management Committee (TPMC).
sota held nearly weekly webinars on tax what their goals and aspirations are? Mr. Forbush and Mr. Solomon are
law changes and updated guidance for What keeps them up at night? Do we members of the TPMC. For more
the Paycheck Protection Program and follow up on those aspirations later? For information about this column, contact
employee retention credit. Each webinar example, is the client eyeing a family thetaxadviser@aicpa.org.
was recorded and uploaded to the firm’s trip to Disneyland? Before the annual

36 June 2022 The Tax Adviser