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Tax Practitioner's Toolkit: Communicate Your Value

How can CPAs deepen relationships with current clients and build new ones in the midst of increased competition, potential consumer confusion over the IRS registered preparer designation and a difficult economy? Answer: You need to set your firm apart from other tax preparers and project a clear, consistent message about your unique qualifications and the value you provide current and prospective clients. The Tax Practitioner’s Toolkit offers many resources to help you do just that – positioning you as the premier providers of tax services.




Small Firm	Medium Firm	Large Firm
Make the most of these customizable, ready-to-use materials to remind clients and referral sources to come to you for expert, year-round tax planning services. You'll find a checklist to get you started.	Develop a comprehensive program to effectively communicate the value of your tax services. The checklist will get you started, or just start downloading these materials to complement what you're already doing.	Does your staff fully understand the value of your firm and communicate it clearly to clients and prospective clients? These staff education tools will help. You'll also find customizable client retention and acquisition resources.



Toolkit Resources

Preparing Your Firm to Understand and Articulate the Value of Your Tax Services It starts with the people you work with, ensuring they understand the value of your firm and the importance of reinforcing it in every letter, email and conversation with each client. These resources will arm you with the know-how to grasp the current business environment and take the next step toward planning for the future of your tax practice.
	Checklist Implement these six steps to help build a program that effectively differentiates your firm from other tax preparers. CPAs vs Unlicensed Tax Preparers Presentation Share these informative slides with your staff so they have a good understanding of the differences in qualifications. Overcoming Objections to Hiring a CPA Be ready to tell prospective clients why they should choose you over another tax preparer with these talking points. FAQs about the Preparer Registration Program Be prepared to explain the new IRS oversight program to clients so you can differentiate yourself from other tax return preparers. CPAs as the Premier Tax Providers Video and Talking Points by Barry Melancon, AICPA president and CEO Hear Barry's thoughts on how to respond to questions from current and potential clients. CPA: The Value of Articulating Your Value Webinar Find out practical tips and insights from two tax practitioners on the importance of communicating your value to clients. Client Satisfaction Survey Gauge how you are doing from clients and identify areas for improvement so you retain the clients you have worked so hard to attract.


Engaging with Clients to Stay Top of Mind In this volatile marketplace where clients are more demanding than ever, it is not just about winning their business that’s essential to building a successful tax practice. It’s also about retaining clients who seek the type of value you can create for them. These customizable materials for clients, prospective clients and referral sources highlight tax topics while incorporating the underlying message of the value of your tax services and your unique qualifications as a CPA.
	Making Your Voice Heard, Tax Season and Beyond This helpful guide describes each of these resources with tips on how to use them all year long. Brochures and PowerPoints Tax Saving Strategies for Individuals (2012 Filing Season) Tax Saving Strategies for Small Businesses (2012 Filing Season) Consider going through the brochures with clients during tax planning meetings, distributing it along with your tax client organizer or annual engagement letter, or placing printed copies in your firm's reception area. Use the PowerPoints for in-house meetings or use with outside organizations to position yourself as a trusted financial advisor. Preparing for Life's Important Moments Brochure Offer this brochure to prospective clients who want to learn more about the services of a CPA and why they should choose your firm. Preparing for Life's Most Important Moments Presentation Provide prospective clients with an overview of your value as a CPA and what distinguishes you from other tax preparers. CPA Value and Tax Blurbs for Your Website or Client Newsletter Choose from a variety of messages that showcase your expertise and value.



Promoting Your Firm to Attract New Clients Attracting new clients takes time. Here are some affordable ways to help you affordably get your message out consistently over time. All of these materials can be tailored for your specific audiences and areas of expertise.
	Making Your Voice Heard, Tax Season and Beyond This helpful guide describes each of these resources with tips on how to use them. Print Advertisements Gain exposure by placing an ad in a local magazine, newspaper, or school or chamber event program. You'll find a selection of ads focused on the individual tax client and small business owner. Brochures and PowerPoints Tax Saving Strategies for Individuals (2012 Filing Season) Tax Saving Strategies for Small Businesses (2012 Filing Season Consider going through the brochures with clients during tax planning meetings, distributing it along with your tax client organizer or annual engagement letter, or placing printed copies in your firm's reception area. Use the PowerPoints for in-house meetings or use with outside organizations to position yourself as a trusted financial advisor. Tweets (Holiday-themed, General, Technical) Promote the higher value of a CPA with these tweets that can be customized with your firm name and url. Google AdWords (Pay Per Click Advertising) Let consumers find you as they search on Google for the tax services your firm provides. Media Advisory Template Start building relationships with local reporters by introducing yourself using this template of possible tax topics that can be tailored to your area(s) of expertise. The Tax Practitioner's Toolkit is the collaborative effort of PCPS, the Tax Division and AICPA Communications who are working together on behalf of our members to develop tools, resources and promotional materials that position CPAs as the premier providers of tax services.