1. Keep Your Clients Coming Back for More All audio is streamed through your computer speakers. There were several attendance verification questions presented during the LIVE webinar to qualify for CPE of the LIVE event only. For the archived/recorded version of this webinar, the link at the end of this presentation will be to final exam on the topics and learning objectives covered during this webinar plus there are also 3 online review questions to answer per hour.

2. Keep Your Clients Coming Back for More Scott H. Cytron, ABC Cytron and Company NSA – Oct. 17, 2013 2

3. Learning Objectives Upon completion of this webinar you will be able to: Determine what your customers need in order to nurture and solidify your long-term relationship. Identify ways to measure client satisfaction. Recognize and implement a simple 3-step rule to happy clients and customers. Define practical measurement methods, including using social media to determine your worth.

4. Satisfaction 4 Which would you rather have? This?

5. Satisfaction 5 Or This?

6. Satisfaction Your clients seem happy, but how much do you really know about their satisfaction with your firm and services? Have you asked them? 6

7. 3-Step Rule to Happy Clients Trust + Loyalty + Referrals 7

8. 3-Step Rule to Happy Clients Value 8

9. The Bottom Line Retain Clients Recruit Clients 9

10. Urban Myth “It costs eight to ten times more to acquire customers that it does to retain them.” - Gartner Group in CRM Magazine 10

11. Interacting With Clients The Way it Should be: No surprises Consistent, ongoing communications Break the rules? E-mail? 11

12. Put Yourself in Front of the Client In person Time crunch Could be a long lead time Social occasions vs. at their office Better be prepared … or face the consequences 12

13. Put Yourself in Front of the Client Pick Up the Phone! Spontaneous When was the last time you did it? Clock is not running Have a purpose/agenda 13

14. What You’re Going to Ask Instead of asking “How are we doing?” 14 Come up with something more tangible … and much more measurable.

15. What You’re Going to Ask “There are some new, important tax law changes you should know about. Let’s explore ways to make this happen.” 15

16. What You’re Going to Ask “We haven’t had an in-depth conversation about your company in a long time. Let’s talk about ways we can interface with you to help you grow.” 16 What’s Wrong With This?

17. Results of Conversation Concrete feedback No surprises – best result Good feedback – great! Not-so-good feedback - dig deeper; all hope is not lost. Turn negatives into positives and call in the Calvary. 17

18. Surveys 18

19. Surveys 19

20. Surveys 20 Do They Still Work?

21. Painful or Pain-Free? Time burden You have to do something with the results No standardized follow up This takes work, folks! 21

22. Survey Pointers Keep it short Make it clear Use a 10-point scale: 10 = excellent Make it available online Include return deadline Incentive? 22

23. Survey Pointers Reality: Not everyone will complete the survey 23

24. What to Measure How are we doing? Technical know-how? Do you like us? 24

25. What to Measure Effective planning and implementation Communications Flexibility Billing procedures and accuracy Service 25

26. What to Measure Thought leadership Insight Business builder Solution provider Sensitive to needs True business partner 26

27. Written Comments How can we serve you more effectively? What’s changed in your business over the last 12 months? What kinds of referrals are you looking for? 27

28. Best Way to Measure A Mix of Tools 28

29. Why Social Media? Flexible Inexpensive Fast Reputation management 29

30. Suspension of Disbelief Put aside your skepticism and think beyond the obvious. Its OK to hate Twitter or Facebook. Be results-oriented. 30

31. Four-Step Process 1.Decide how you are going to use social media. 2.Use tools that make sense on a professional level – for YOU. 3.Put the “S” in Social and Share. 4.Evaluate what works. 31

32. What We Know About Social Media Go beyond local borders Maximize your time Gain credibility as an expert in your field Share referrals and connections Keep up on industry business trends Create business partnership opportunities Reconnect with colleagues 32

33. Online Versus Face-to-Face Your strategy should be blended – it isn’t either/or Blended approach saves time and money Ask your network for help and connections Qualify opportunities before making calls Build credibility with a larger audience 33

34. What you Gain Reputation management and respect Thought leadership Insight … HOLD ON! 34

35. Look Familiar? Effective planning and implementation Communications Flexibility Billing procedures and accuracy Service 35

36. Wrapping Up Your brand is YOU. Don’t forget that. It IS easier to retain a client than recruit a new one. You can survey, talk and touch base all you want to, but in the end it boils down to service and reputation. You must pay attention. It’s everyone’s job to retain and recruit. 36

37. Review Questions for Self Study CPE: Now’s the time to answer the review questions 1-3. Click here: http://www.proprofs.com/quiz-school/story.php?title=NTc1ODM1 *Once all questions are complete submit and close quiz window.

38. 38 Thank You! Link with Scott on LinkedIn at www.linkedin.comwww.linkedin.com Join Scott on FacebookFacebook Follow Scott on Twitter www.twitter.com/scytronwww.twitter.com/scytron Scott H. Cytron, ABC Cytron and Company 972-743-4671 scott@cytronandcompany.com

39. Thank you for participating in this webinar. Below is the link to the online survey and CPE quiz: http://webinars.nsacct.org/postevent.php?id=11365 Use your password for this webinar that is in your email confirmation. You must complete this survey and the quiz or final exam (for the recorded version) to qualify to receive NASBA marketing CPE credit. http://webinars.nsacct.org/postevent.php?id=11365 National Society of Accountants 1010 North Fairfax Street Alexandria, VA 22314-1574 Phone: (800) 966-6679 members@nsacct.org