Tips for Accounting Firm Growth Through Referrals
There’s nothing better than a warm referral – and most CPAs are always on the hunt for new sources. One great potential lead source that is often overlooked is the attorney who practices in areas that are complementary to your expertise.
“I find that networking with attorneys is one of those few win-win opportunities for both of us,” says Steven J. Elliott, Tax director at Schwartz & Co, LLP. “There are often many referral opportunities for work that the other professional provides.”
Steve believes the attorney benefits in two ways. First, he benefits by making a known referral; second, by receiving referrals regarding a need for an attorney related to his area of practice.
Sound’s like a great win-win, so I interviewed a number of CPAs who have been successful in working with attorneys in order to learn about their best practices for developing meaningful, productive, mutually beneficial relationships.
How to Build and Cultivate Relationships with Attorneys
Howard Grobstein, a partner and leader of Forensic Services group in Crowe Horwath’s Audit and Financial Advisory practice, believes that best practices to build relationships with attorneys for business development involves two main components.
“First and foremost is providing high-quality work and exceptional service,” says Howard. “Attorneys have different styles and expectations, so CPAs should listen to what the attorney needs. They need to make sure they can present their expertise in a style that will be acceptable to the attorney and only take on those engagements where they can meet expectations, and perform with high quality and efficiency. My practice has developed because I make sure that I can do the project based on how that specific attorney works.
“The second component is to develop relationships with attorneys that transcend the time and effort spent on a particular engagement,“ continues Howard. “My experience has proven that the likelihood of being retained again is higher if the relationship evolves into something stronger than a mere working relationship. I believe that the best referral sources are your friends since they are more likely to call you when opportunities present themselves.”
The Importance of Building a Strong, Genuine Relationship
Many CPAs agree that strong relationships are the real key – it’s better to have a smaller number of close relationships, than a larger network that is loosely tied together.
Jacob Renick, chair of the New York State Society of CPAs’ Litigation Services Committee, elaborates: “You can’t expect attorneys to send you business unless you have a very strong relationship with them. It has to be a one-to-one relationship. You’re better off having relationships with five attorneys rather than 30, if you have deep and solid relationships with those five.”
Mark Eiger CPA, a New Jersey-based accountant, agrees: “The best way to strengthen the relationship between accountants and attorneys is to actually build a relationship. It takes time to develop quality referral partners. You’ll have more of an appreciation for the person’s work and capabilities if you get to know that person personally.”
What Attorneys Want
Renick emphasizes that attorneys are looking for someone to be honest with them, and to share their expertise and knowledge.
“If you don’t have the expertise, refer them to someone who has it,” he says. “Don’t be afraid to refer somebody – if you’re good, they’re going to use you. In addition, keep them up to date with respect to your expertise. For example, share recent changes you’ve become aware of, and give them a head’s up of what’s coming down the pike.”
Connect with Attorneys Who Share Similar Interests and Beliefs
Most CPAs I spoke with agreed that you’ll do best by connecting with like-minded attorneys. Michael D. Greaney, CPA, MBA, got a referral to a client by being in the same choir with an attorney. He talked to the attorney about law topics he had expertise in and figured out the two of them had a similar orientation toward the law.
“What clinched the referral is that it turned out that we share a ‘natural law’ orientation
from the Aristotelian perspective,” says Michael. “An attorney will not feel comfortable referring a client to someone whom he or she thinks will not have the client’s best interests at heart, which means thinking along the same general lines as the attorney in ethical matters.”
Focus on Serving the Attorney’s Best Interest
Rob Siddoway with Cambridge Financial believes the number 1 “must ask” question to an attorney is: “What are the characteristics of your ideal client?” He then advises that CPAs do their best to find an ideal client for the attorney and make the introduction.
“After you have had a few lunches and sent a client or two to the attorney, set an appointment to explain what you do, the relationships you are seeking and let them know what your ideal client looks like,” says Rob. “The focus is to give, give and give some more without the expectation of anything coming back to you. The results of doing this are not mere referrals, but strong recommendations that generally lead to very good clients. There are those who understand giving first. You will quickly learn who the givers are, but always make it a point to give first and you will be successful.”
Good Ways to Initially Strike Up Relationships With Attorneys
Gail Rosen, CPA, recommends you do their taxes!
“The best way to get referrals from attorneys is to do be the CPA who does the attorney’s tax return – then they do not forget you,” she says. “Attorneys have unique tax returns that include the tax treatment of ‘costs recovered.’ If you learn about these tax laws, you will be in a better position to get attorneys as clients.”
Howard M. Rosen, a CPA with Conner Ash P.C., holds internal marketing events, where they invite a law firm to come to their office.
“We put together three or four 4-minute presentations on subjects the attorneys would not necessarily think of when they think about CPA firms,” he says. “If the attorneys are estate and probate specialists, we talk about how we can assist to ensure trusts are funded and that the plans make sense after time due to asset growth. If they are litigators, we talk about how we can help them build damage claims from business interruption, breach of contract and so on. It’s unique, it’s fun and it gets us business.”
Many CPAs agree that client intros are excellent sources of referrals. Jacob Renick adds that you can also follow up after meeting with your clients’ attorney – but he recommends that you connect and take them out to lunch only after the clients’ matter is closed.
John Sensiba, managing partner at Sensiba San Filippo LLP, believes the first thing you should do is find out who your clients are working with in order to get on the same page and make sure the advice your client is receiving is consistent. This, incidentally, provides a good opportunity to meet and connect with their attorney.
John’s firm has also had great success hosting events for law firms at their office. These typically consist of 10-minute presentations from 5-7 p.m. about what they do and why they’re different. He’s found that law firms are generally eager to attend; in the current economy, law firms are also very open to events that could potentially generate new business.
Rob Siddoway has had success inviting attorneys to activities such as lunch, golf and networking events. “Invite them to something that adds value to their day and gives you an extended period of time to get to know them.”
Howard Grobstein has had success getting involved in organizations that include attorneys with similar practices. For example, he became a member of the California Receivers Forum, and soon after became an officer and ultimately the co-chair. He followed the same track with the Los Angeles Bankruptcy Forum, and is positioned to take on additional roles within the organization.
“These types of organizations provide me with opportunities to attend educational, social and networking events with attorneys who may need CPA consultants for their work. The goal is to develop a genuine relationship that runs beyond work.”
Kelley Long, CPA, got most of her referrals from attorneys, and specifically recommends attending and sponsoring joint continuing education events. “I’m also a big fan of event planning. Not only would we sponsor joint CLE/CPE events, but we would also create networking events to strike up new relationships with attorneys.”
American Association of Attorney-Certified Public Accountants
The AAA-CPA is an organization of dually licensed Attorney-CPAs, highly recommended by Tom Simeone, a partner at Simeone & Miller LLP. Tom, a practicing trial lawyer and a dually licensed professional in his own right, has found this organization to be a great resource for connecting with new colleagues on the other side of the fence. The AAA-CPA offers a number of networking and referral opportunities for its members, and Tom considers this to be his top source for generating new referrals.
Consider Focusing on Your Niche Practice
Andrew Schwartz, CPA, of Schwartz & Schwartz P.C., networks specifically with attorneys who practice in the healthcare field where 90% of his client base is located.
“We have the most success dealing with attorneys who also have a niche practice within healthcare,” says Andrew. “We feel comfortable referring our clients to an attorney with a healthcare niche, knowing they will get timely advice and information.
“These attorneys know that they can refer their healthcare clients to us, and feel confident that we have dealt with other clients in a similar situation,” continues Andrew. “Our clients are happy that neither my firm nor the attorney is learning on their dime, so the common niche is the basis for the most productive relationships my firm has with a handful of the lawyers in the Boston area.”
Pay Attention to Estate Attorneys (Hint: Most Americans Don’t Have a Will)
Kelley Long recommends connecting with estate attorneys, in particular, because they have more ongoing relationships with their clients.
“I’ve found estate attorneys to be easier to get to know – and easier to refer my clients to as well,” she says. “Most of them do not have a will in place, and they are usually eager to speak with an estate planning attorney.”
Estate planning attorney Brian Raftery, a partner with Herrick, Feinstein LLP, works closely with several CPAs himself and concurs that the majority of Americans do not have a will in place. He tries to refer his clients to CPAs if he sees a need for professional tax assistance.
“I always look for issues my clients face that can potentially be resolved if the proper professional is brought into place,” says Brian, who often spots obvious opportunities when his high net-worth clients are filing their own tax returns via TurboTax. Also a CPA himself, Brian is eager to bring in the appropriate accounting expertise when needed.
“When I see an opportunity, I try to match up my clients not only with the appropriate skill need, but also I do my best to ensure a proper personality fit.” As a result, Brian concurs with his fellow CPAs in the need to not only align professional goals, but also personal beliefs and philosophies.
What To Do When You Get a Referral
This is another area where everyone we spoke with agreed emphatically – go above and beyond the call of duty when you receive a referral.
Joe Epps of Epps CPA Consulting cited this as his top piece of advice: “You’ve got to give top quality service. It’s extremely important to do a very professional job when you do get a referral.”
Jacob Renick agrees – and adds that if you don’t have the expertise, or are conflicted out of the engagement, you should refer someone. “Don’t be afraid to refer somebody. If you’re good, they’re going to use you.”