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Preparing Your Firm to Understand and Articulate the Value of Your Tax Services
What makes your firm different from other tax preparers? Is there a unique way you service clients? Do you have any areas of specialization that set you apart? Start with an understanding of the value of the tax services you bring to clients and then develop a plan to infuse that value message in every conversation, every e-mail and every letter with each client. Here are some materials that will assist you in your efforts. Share them with your team – in staff meetings or as part of your onboarding process.
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- The Total Tax Insights™ Backgrounder
Learn more about this first-of-a-kind tool offered by the CPA profession that gives taxpayers a clearer picture of the number and types of federal, state and local taxes they pay based on residence
- Value-Centric Culture Checklist
Use these six steps to complement your efforts in developing a value-centric firm culture – from understanding the competitive landscape to enhancing your client acquisition efforts.
- CPA vs Unlicensed Tax Preparers Presentation*
Get a snapshot of the differences in qualifications.
- Overcoming Objections to Hiring a CPA
You don’t want to lose a viable prospect because you didn’t have the right answer to a concern. Look over these talking points and put the responses into your own words. Add to the list as you encounter new questions.
- FAQs about the Preparer Registration Program*
Familiarize yourself with these commonly raised questions by CPAs about the IRS’s regulation of tax return preparers. For more information, go to the AICPA’s Preparer Registration web page.
- AICPA President and CEO Barry Melancon, CPA Video and Talking Points
Educating consumers on the differences between CPAs and registered tax preparers is so important. 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 what other tax practitioners have to say about the methods they employ or are currently considering to promote their firm and educate clients, prospective clients and referral sources about their value as a premier provider of tax services.
- 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.
- Client Satisfaction Survey Cover Letter
Write a letter to accompany your client satisfaction survey using this sample.
* Item is temporarily unavailable pending the outcome of the District Court case that imposed an injunction on preparer registration program. It will be restored and updated as necessary once the case is resolved.
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Engaging with Clients to Stay Top of Mind
These materials are available for you to customize with your logo, firm name and contact information. If you already have marketing collateral available but would like to incorporate some of the key messages included below, please see the messaging platform document.
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- Taxes and the Big Picture One-Pager
Help your clients get a clearer picture of all the taxes they pay throughout the year with this Total Tax Insights calculator one-pager – a great financial planning discussion starter.
- 2013 Tax Snapshot Brochure
This brochure provides an overview of key tax law provisions that affect individual and small business taxpayers. Go through it with clients during tax planning meetings, include with your tax client organizer or annual engagement letter, or place printed copies in your firm's reception area.
- Preparing for Life's Important Moments Brochure – This will be a particularly good piece for prospective clients and referral sources. It provides a detailed overview of the advantages of working with a CPA firm and the range of services offered. Mail it as a follow up to a phone conversation or offer it as a leave behind after a prospective client meeting .
- NEW! CPA Value and Tax Blurbs for Your Website or Client Newsletter
Choose from a variety of messages that showcase your expertise and value.
- Five Key Message Points
Weave these messages into your marketing materials to promote your firm's value and the unique qualifications of your CPAs.
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Promoting Your Firm to Attract New Clients
We know that attracting new clients takes time. Here are some tools to complement your current client acquisition strategies, which can be tailored for your specific audiences and areas of expertise. Personalize them with your firm logo, name and contact information.
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- A Clear View of Your Taxes Can Give Your Insights Into Your Financial Picture Presentation
Use for in-house meetings with employees or outside organizations to showcase the Total Tax Insights calculator's benefits. (Note: This PowerPoint has been designed and the images licensed for this presentation only. The copy may be modified; however, the images may not be used in other materials.)
- Making Your Voice Heard, Tax Season and Beyond
Find helpful tips to successfully incorporate the following materials into your own client retention and acquisition efforts.
- Print advertisements
You have many options for placing ads that are affordable – from your local magazines and newspapers to high school or college sports programs and chamber events. You’ll find a selection of ads focused on the individual tax client and small business owner.
- 2013 Tax Snapshot Brochure
This brochure provides an overview of key tax law provisions that affect individual and small business taxpayers. Consider going through it 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.
- Preparing for Life's Important Moments Presentation
Customize this presentation for your firm and local marketplace. Share it with prospective clients as a lunch-n-learn to help them understand the value your CPA firm provides.
- Tweets (Total Tax Insights Calculator, Holiday-Themed and General)
As they say, join the conversation! You’ll find a wide assortment of tweets for use throughout the whole year. Twitter is an easy – and free – way to reach all of your important audiences with impactful tax messages that position you as the expert.
- Google AdWords
This is pay-per-click advertising on Google’s flagship search engine and a great place to be as consumers are searching for the tax services your provide. We’ve provided a selection of sample ads for your use. You'll find more information on Google AdWords in the how-to guide, Making Your Voice Heard, Tax Season and Beyond.
- Sample Media Advisory Template
Become a trusted resource for local reporters and offer to do interviews. This template suggests possible tax topics, which can easily be tailored to your area(s) of expertise and will get you started.
- Total Tax Insights Calculator Logos and Descriptor
Promote the Total Tax Insights calculator on your firm's website or in your client newsletter with a logo and descriptor copy.
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.
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