cpa referral toolkit - tax firm marketing · cpa referral toolkit 5 ... visit sendoutcards.com and...

CPA Referral Toolkit

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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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TTaabbllee ooff CCoonntteennttss Section TITLE Page #

Section 1 7 Day Quick Start Checklist Page 4

• 7 Day Quick Start Checklist Page 5

Section 2 Email Referral Templates Page 7

• Email #1 – I’m In Your Corner… Page 8 • Email #2 - Can I help you get more clients? Page 9 • Email #3 - I wanted to touch base with you Page 10 • Email #4 - I don’t want to get too sappy here Page 11 • Email #5 - Did you read this? Page 12 • Email #6 - Can You Believe That It’s Our One Year Anniversary! Page 13

Section 3 Referral Jumpstart Letters Page 14

• Referral Letter #1 – Mission Impossible Page 15 • Referral Letter #2 - Could Someone You Page 17

Know Be In Search Of an Accountant • Referral Letter #3 – The Love Letter Page 18 • Referral Letter #4 – Endorsed Letter Page 19 • Bonus - Referral Rewards Flyer Page 21

Section 4 Referral Card & Postcard Templates Page 22

• Referral Card #1 – Card From George the Dog Page 23 • Referral Card #2 – Who Do You Know? Page 24 • Referral Card #3 – Now This Is Something You Can Get Excited About Page 25 • Postcard - Happy Birthday! Page 26


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77 DDaayy QQuuiicckk SSttaarrtt CChheecckklliisstt Nothing brings fortune and success faster than “taking action”.

Use this 7 Day Quick Start Checklist to help you put your new referral marketing strategies to work. The sooner we start, the quicker you will enjoy the benefits of watching your practice grow on autopilot.

Day 1

Review Sections #4 – Referral Marketing Set-up and Automation

� Select an Email Service Provider � Set-up Account � Complete your “Perfect Prospect Profile”

Day 2

Review Section #5 - Strategies 1, 2,

� Create your email campaign for current clients � Create your 10 second “What do you do for a living” answer � Create list of your referral contacts (i.e. Centers of influence)

Day 3

Review Section #5 – Strategies 3

� Create your loyalty rewards calendar � Create your email campaign for referral contacts � Load your email messages into your campaign

Day 4

Reference the CPA Referral Genius Toolkit for additional resources

� Visit SendOutCards.com and sign-up for the plan that suits your needs

� Select the letters from the CPA Referral Genius Toolkit that you will modify for your use.

� Modify the first letter that will be sent to your current clients – Thanking them and asking for a referral


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Day 5

Meet with staff and implement action plan to:

� Get email addresses from all current and incoming clients � Set-up Orientation meetings – Referral opportunity � Send “Wonderful to Meet You” Notes to all clients after

orientation � Discuss the Royalty program and ask for their suggestions on

set-up and rewards.

Day 6

� Create action plan to include referral requests in your Practice marketing literature (invoices, business cards, brochures, email signatures, etc)

� Review your Loyalty rewards calendar and arrange for gifts (Purchase and have gifts on hand if appropriate)

� Select your first loyalty reward for current clients

Day 7

Review Section #6

� Send your first letter and loyalty reward gift to your current clients � Send a handwritten note to your referral contacts (i.e. Centers of

Influence) � Review the “Scaling for Growth” section in the Strategy Guide and

create an action plan for implementing (1) of the suggestions


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Referral Email #1:

Subject: I’m in your corner…

Dear [Client Name]

I was reading the news this morning and I was struck by how tough times still are for many businesses. There are signs of recovery but many are still wondering how to make it through the next few months.

I’m writing you because I want to let you know that “I’m in your corner.” If you need a little extra advice at this time then feel free to give me a call. I will be happy to talk with you or treat you to lunch. We’re in this together.

Also, if you know of any other business professionals who may need financial and accounting advice, please don’t hesitate to give them my number. As a token of my gratitude to you, I would be happy to speak with them and provide them with whatever they may need.

As you know, I take every relationship seriously. I will make sure that your friend or family member is handled promptly and with respect.

Thank you for being a wonderful client.

Warmly,

[NAME]

[Title] [Company]


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Referral Email #2:

Subject: Can I help you get more clients?

Dear ___________:

I’ve thoroughly enjoyed our business relationship over the years. As I was reviewing my client roster, I felt the need to reach out to you and just say “Thank You”.

I also wanted to take my gratitude one step further.

I believe that any relationship needs to be mutually beneficial – a Win/Win. Over the last few months, I’ve realized how important it is for you to get a steady stream of qualified customers/clients. I was wondering if I could help you in any way.

If so, feel free to email me with a description of your ideal client. I will review my clients and contacts and see if I can make an introduction.

As such, I would love to discuss with you the type of referrals I find to be most valuable. This way we can actively work to help each other.

Please give me a call at (xxx) xxx-xxxx or email me to discuss further.

I wish you the best,

[NAME]

[Title] [Company]


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Referral Email #3:

Subject: I wanted to touch base with you

Dear ___________,

I was mentioning to a staff member the other day how much I enjoyed working with you these past months.

Just in case I haven’t said it recently – “Thank you for your business.” I appreciate the confidence you place in (insert your company name).

One of my top business goals is reaching out to as many businesses as I can in this area. Even now you may know of a friend, family member, or acquaintance that may need competent and reliable CPA services. If so, I would be happy to meet with them if you would be kind enough to make an introduction.

I want you to know that I will do all that I can to provide your friend with the same level of service and attention you’ve enjoyed.

Thank you in advance.

Sincerely

[NAME]

[Title] [Company]


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Email #4:

Subject: I don’t want to get too sappy here

Hello (Name)

…but I will

New Year’s is always a “mushy” time of year for (insert your company name) because I spend some time reflecting on the past year. I think about how we’ve done serving you and I look ahead to the coming year.

Every year, I reaffirm the same business resolution – to provide the most competent, reliable, and accurate service possible. I’m glad to say that this is a resolution I’ve never broken.

I also resolve to serve more clients in our city. This is one resolution that I need your help to keep. Please keep me in mind when you speak with anyone who may need financial and accounting advice this year. You have my guarantee that I will treat them with respect and integrity.

I look forward to serving you this year.

I wish you and your family the best.

[NAME]

[Title] [Company]


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Email #5:

Subject: Did you read this?

Dear (name),

The only real competitive advantage that anyone really has is information.

During our relationship, I’ve made it a priority to share any information with you that could give you a competitive advantage.

To that end, I just came across a very well-written article that I believe you will benefit from reading.

Here’s the link:

[INSERT LINK HERE]

As you read the article, I encourage you to consider any friends, family, or acquaintances that could also benefit from this information. Please feel free to share this (link/article) with them and let them know that I would welcome any questions they may have.

Tell them to not worry about any fees, I am offering my time out of gratitude for your business.

I wish you the best,

[NAME]

[Title] [Company]


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Email #6:

Subject: Can you believe that it’s our one year anniversary!

Wow, time does fly.

It has been a year since you and I first met. Over the last 12 months I’ve considered it a privilege to work with you. I’ve always found you to be fair, appreciative, and just plain fun to work with!

I look forward to another year of serving your company.

And…to celebrate our One Year Anniversary, you will be receiving something special from us in the mail. I hope you enjoy it!

As we move forward into another year, I wanted to let you know that I would welcome the opportunity to serve anyone that you know that may need financial and accounting assistance. You can be assured that I will provide them the same level of attention and professionalism you’ve enjoyed.

Just reply to this email with their contact information and the best way to approach them. I will make sure that I hold their information in strict confidence.

Thanks again for partnering with me.

Here’s to another year!

Warmly

[NAME]

[Title] [Company]


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Letter #1

“Mission Impossible”

Valued Client: Your mission, should you choose to accept it: Write down or type up a few comments about our Accounting, Tax and Financial Stewardship Services at The Omar Group. This could include tax savings, financial maximization, the timely meeting of our commitments, returning calls promptly or any other benefits you’ve found with The Omar Group. The lines below are open for your comments: ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Name: ____(insert their name here)___________ Company: ___ __(insert their company name)_________

OK – Why do we want your comments?

We’re conducting a marketing campaign this fall and your comments will help add to the validity of our services. We know you’re busy so we have a special FREE gift set aside for you as our

way of saying THANK YOU for taking a minute to help us!

You have tons of things already piled up on your desk and we’d like to reward you for taking a minute to respond. The “special” thank-you could be movie passes, or dinner/merchant gift certificates. Also, I wanted to let you know that I would welcome the opportunity to serve anyone that you know that may need financial and accounting assistance. By completing the attached form you can be assured that I will provide them the same level of attention and professionalism you’ve enjoyed. Please return your comments in the enclosed self-addressed stamped envelope or fax them back to (732) 566-3565. If you have any additional questions, please give us a call at (732) 566-3660. Your partner in success,

Salim Omar, CPA, MBA Author: Straight Talk About Small Business Success In New Jersey

WARNING: This page WILL self-destruct in 5 minutes.

Unless it’s filled in and returned!


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Here are the names of businesses that might be interested in your services:

1. _____________________________________________________

2. _____________________________________________________

3. _____________________________________________________

4. _____________________________________________________

5. _____________________________________________________

Please fax this sheet with your comments to (732) 566-3565, or mail in the self addressed self stamped envelope. Any questions, please call me at (732) 566-3660.


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Letter #2

Could Someone You Know Be In Search Of An Accounting Firm?

If you answered “MAYBE” to the above question, please read on…….. In your circle of friends and family you probably know people who own small businesses. They may or may not be happy with their existing accounting relationship. For those who aren’t happy with their current accounting firm, we’d like to ask you for a favor. We’d like for you to make the introduction to your small business owner friend using a very simple, no-pressure and educational method. It involves a FREE gift that your friend will receive from us on your behalf. The gift packet your small business friend will receive will include the following:

1) My popular book titled “Straight Talk About Small Business Success In New Jersey,” sold in Barnes & Noble and on Amazon.com (valued at $18.95.)

2) Articles that I have written that were published over the years covering various aspects of improving cash flow and profitability of small businesses.

3) An offer to meet with me for 30 minutes for a FREE Accounting, Financial and Tax Health Check. (Valued at $250.)

You will observe that your introduction to us, using a gift packet, does not involve any follow up phone calls. Instead, it allows for the recipient to call us if and when they are ready. I don’t know about you but I hate being telemarketed to. The above approach involves no solicitations. Your small business owner friend receives the free gift packet and if they find the material in the packet instructive and are not happy with their accountant, they may just take me up on my free offer to meet with them.

The desirable end result of this: Your friend is happy to receive a free gift. You are loved by us (even more than you currently are) for referring your small business owner friend to us…..and we live happily ever after. If you are up for this, please jot down the names of businesses for us to mail a gift packet to: 1. __________________________________________________________ 2. __________________________________________________________ 3. __________________________________________________________ Please fax to (732) 566-3565, or mail in the self-addressed self- stamped envelope


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Letter #3

The Love Letter


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Letter #4

This endorsement letter was sent by the referring client on Clients’ stationery

Dear (name of referee),

Running this business has given me some painful lessons on when to be demanding and when to let up a bit -- but I never got over being irritated by our prior accountant’s reactive approach when advising me on saving money on my taxes. Not just one accountant, but several over a period of years.

Small size businesses, it seems, often encounter the same difficulties with outside professional help -- lack of genuine interest. My own experience with accountants as well as complaints from most of my friends has been that phone calls are not returned promptly, deadlines are missed, accountants do not thoroughly understand our business or have overcharges for the value they delivered.

That is why, as a fellow business owner, I offered to write a short letter for the accountant we lucked into, Salim Omar -- a highly dedicated person who actually uses his mind and his ears, as well as his accounting, tax and business background. Add to that his enthusiasm and support of the small business community. (Heck, Salim even authored a book on the subject of small business that is an interesting read in itself.)

All accountants study the same books, take the same courses and pass the same CPA exams before they can hang out their shingles. Not all specialize and understand small business.

For my money the best accountant is the one who helps me minimize my taxes and improve profits. Just because we're not a huge multi-billion dollar business doesn't mean that the timely preparation of financial statements and the tracking of key financial indicators aren't vital to our business. It doesn’t mean that we don’t want to pay the absolute minimum that is legally allowed in income taxes. Nor does it mean that we are not looking for ways to maximize the value of our business. Chances are you're in exactly the same situation.

So, if you'd like to find an accountant who is sensitive to your needs, why not contact ours? He won't take you on unless he feels he can do an outstanding job for you. And he won't accept more business than his firm can handle by his standards -- which are very high. In fact, if I thought for a minute that he'd permit himself to be swamped I'd never have volunteered to write this letter!

If you're fortunate enough to become his client I think you, too, will be very pleased with the results. So, fill out the coupon below and -- Good Luck.

Very truly yours,

[Client Name]


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_____ Salim, please call me. I would like to discuss, with absolutely no obligation, the possibility of retaining your services as my accountant.

OR

_____ Salim please call me. I would like a FREE second opinion on my last years’ tax returns. ($250 value)

Call me at telephone number: _____________________(number)

between_________&_________on___________(time)(date)

Name_________________________________________________________

Company_____________________________________

Mailing Address _____________________________________________________

Email Address________________________ Fax number: ____________

You may fax this coupon to (732) 566-3565 OR Call Salim Omar, CPA at

(732) 566-3660 with the above information OR

Email at [email protected].


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Bonus

Referral Reward Flyer

From The Desk of Salim Omar, CPA

I Can’t Wait To Send You Your FREE Reward! Won’t You Help Me?

Dear Client: I need your help. I am in search of small business owners like you to compliment our already existing terrific small business client base. In return for your help in finding a small business owner that has the valued qualities that we see in you, you will have the choice of some fabulous free gifts. For every small business owner that you refer to us that becomes our monthly accounting and tax client, you’ll be able to choose one of the following referral awards:

Complete Car Detailing Have you ever had a complete car detailing done? If not, you don’t know what you’re missing out on. Your car will look like it just rolled out of the showroom. It will truly sparkle in the sunlight. And while it is being detailed, we’ll have lunch together at a favorite place of mine just across the street.

Personal Golf Lesson I’m not talking about hitting a couple of buckets. This will be a full round of golf with a bona fide pro watching you like a hawk with every swing, making corrections and helping you to place your shot with pinpoint accuracy.

The Royal Experience Escape from the pressure and stress of the world with The Royal Experience Spa

Spa Package Package. This full two and a half hour treatment includes a soothing heat treatment, an aromatic salt glow and a deep tissue massage. It’s an experience of a lifetime you’ll not want to miss.

Romantic Dinner for Two

I’ll send you and your guest to a fabulous dinner at the Stage Coach Inn in Scotch Plains, which has been rated as one of the top three restaurants in New Jersey by The Star Ledger, The New York Times, and New Jersey Monthly Magazine. You’ll enjoy a beautifully prepared meal in a very relaxing and enjoyable atmosphere. After dinner, you’ll have waiting two cinema passes to enjoy the latest hit movie.

Please write down the names of business owners that might be interested in our services: Write your name (and circle the reward of your choice): _______________________________________________

1. ________________________________________________________

2. _________________________________________________________

3. _________________________________________________________

4. _________________________________________________________

Please fax this sheet to (732) 566-3565 or email to [email protected]. Any questions, please call me at (732) 566-3660.

mailto:[email protected]�


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Referral Card #1

Card From George theDog


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Referral Card #2

Who Do You Know?


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Referral Card #3

Now This Is Something You Can Get Excited About!


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Postcard

Happy Birthday!

cpa referral toolkit - tax firm marketing · cpa referral toolkit 5 ... visit sendoutcards.com and...

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