When you win a new client they may have moved to you from another accountant. Other times you are the first accountant they have ever appointed.
In either case the sooner you can ‘wow’ them the more you will STAND OUT and the more likely they will be to talk about you (positively).
You may be able to do this simply by the way you attend to their bookkeeping, accounting and tax needs.
But perhaps you want to go further than this – especially for clients who don’t really understand or appreciate the technicalities of the work you have done.
Given that most accountants claim that the best source of new work is client referrals, the sooner you can get them talking (positively) about you, the better.
What do you do to show your clients that you value their business and you want them to come back?
A few years ago I visited a firm of accountants to discuss their upcoming staff conference which I had been invited to address. As I entered the reception area I was greeted by a sign welcoming: “Mark Lee”. I remember thinking ‘wow!’
It was a simple enough thing to do and maybe I’m easily impressed. But it had the desired effect and I’ve never forgotten it.
In this blog post I have shared twenty ways in which you can do something special for your clients and business contacts to show them that you really care. This will also give them a really positive feeling about you and your firm.
1. Personalised welcome video
Record a short video introducing yourself and the team. Ensure your message is authentic and personal. Use the client’s name and refer to their business. This can be a super personal way to welcome a new client but is rarely done.
2. Client onboarding checklist
Send a clear, tailored list of what they should expect to happen over the coming weeks, what they need to send you (and when), and what they will get from you (and when). This can remove or reduce their concerns about engaging you, makes their life easier and shows you’re well organised.
3. Send a digital welcome pack
Include links to useful resources, a short “getting started” guide, and your contact info. Sleek and simple.
4. Surprise them with a free diagnostic
Offer a no-obligation review of something they didn’t expect – like a VAT review or cashflow forecast.
5. Create a client dashboard
Use software or a shared folder to give them easy access to key documents and deadlines.
6. Weekly or monthly video tips
Record short, relevant videos for your clients and email or WhatsApp them. Keep them practical and friendly.
7. Celebrate their wins on LinkedIn
Spot something good? Tag and cheer them on (with permission, of course).
8. Send personalised Loom video replies
Rather than typing an email, record a quick screen-share video to explain an issue or solution in response to their queries.
9. Digital birthday or anniversary cards
Use tools like Paperless Post or Jacquie Lawson to send a classy, personalised message
10. Providing an agenda for each meeting you have with them
This can help reduce client anxiety and ensure that they come prepared. Tailored agendas can also show that you were thinking about the client before the meeting. And remind you to address topics that might otherwise be overlooked.
11. Host client-only webinars
Offer exclusive online sessions with tips, Q&A, or guest experts tailored to your clients’ needs.
12. Create industry-specific guides
13. Ask for their opinion
Send a short survey or personal message asking for feedback on how you’re doing and what they’d find valuable.
14. Record a “year in review” video
At their year-end, send a 2-minute video summing up what’s gone well for them and next steps.
15. Build an FAQs library
Host a private link to short, searchable answers to common client questions.
16. Send a gift via Amazon
Find a relevant book or a small but thoughtful gift related to their business or interests.
17. Recommend a tool or app
If something could help them work more easily, recommend it to them.
18. Featuring and promoting them in a client newsletter
This can also create a feeling of anticipation among your client base who check the newsletter to see who has been featured this time.
19. Introduce them to someone useful
Connect them to someone who could help their business – HR, marketing, web dev, etc. If you can introduce two clients to each other, even better!
20. Send a ‘thinking of you’ note
When news breaks that might affect them – budget changes, industry shifts – drop them a quick, relevant note, even if you cannot offer immediate advice.
I hope this list gives you some ideas. It’s not intended to be comprehensive but may inspire you.
