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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 an area of specialization that sets you apart? Be sure you and your staff understand the value of your firm and are ready to infuse that value in every conversation, every e-mail and every letter with each client. Here are some materials that will assist you in your efforts.
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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 and the estimated amounts based on place of residence across the country.
- Value-Centric Culture Checklist
Implement these six steps to help build a program that effectively differentiates your firm from other tax preparers.
- CPA vs Unlicensed Tax Preparers Presentation*
Share these informative slides with your staff so they have a better understanding 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*
- 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. An excellent video to share in a staff meeting or make part of your firm’s onboarding process.
- 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 on their value as a premier provider of tax services.
- Client Satisfaction Survey
Ask clients to tell you how you are doing 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 temporarily removed pending the outcome of the District Court case (Loving v. Internal Revenue Service) that imposed an injunction on the IRS' 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
Use these materials with clients, prospective clients and referral sources throughout the year to remind them to come to you for expert, year-round tax planning services. These resources can be customized with your logo, firm name and contact information. You’ll want to read Making Your Voice Heard, Tax Season and Beyond, a how-to guide to help you get started using these tools.
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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 Law 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 or placing printed copies in your firm's reception area.
- Breaking Down the Fiscal Cliff (Presentation). This comprehensive PowerPoint describes the American Taxpayer Relief Act and its implications for individual and business taxpayers. Perfect for civic or business group meetings.
- Preparing for Life's Important Moments Brochure – This is 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.
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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 marketing 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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- 2013 Tax Law 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 or placing printed copies in your firm's reception area.
- Breaking Down the Fiscal Cliff (Presentation). This comprehensive PowerPoint describes the American Taxpayer Relief Act and its implications for individual and business taxpayers. Perfect for civic or business group meetings.
- 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 while promoting that it is offered by the CPA profession.
- Making Your Voice Heard, Tax Season and Beyond
This guide will help you successfully incorporate the toolkit materials into your own client retention and acquisition efforts and provides tips on getting started.
- 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.
- 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 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 services you provide. We’ve provided a selection of sample ads for your use. To learn more, read our 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 help you get started.
- Total Tax Insights Calculator Logos and Descriptor Copy – 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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