A recent episode of the “Who’s Really the Boss” podcast offers a roadmap for strategic client acquisition that could revolutionize your accounting practice. Hosts Rachel and Marcus Dillon, drawing from their experience running DBA Accounting, posit a compelling thesis: CPA firm owners can turbo-charge business growth by implementing a comprehensive client acquisition strategy that encompasses ideal client profiling, service package development, and streamlined inquiry management.
Identifying Your Ideal Client: The Foundation of Strategic Growth
At the heart of the Dillons’ approach is a laser focus on identifying the ideal client. This isn’t about targeting any business owner who needs accounting services; it’s about pinpointing the specific type of client who will benefit most from your expertise and align with your firm’s values and goals.
Rachel and Marcus share their experience: “Our ideal client is a doctor owner. They own their own practice, and their annual revenues are anywhere from $1.5 to $3 million. They’ve got a team of 20 employees or less, and typically it’s a family practice.”
This level of specificity didn’t come out of thin air. The Dillons arrived at this profile by analyzing their existing client base, identifying patterns in the types of clients they served best, and recognizing opportunities where they could add the most value.
By focusing on a specific ideal client profile, you’re not just narrowing your focus—you’re setting the stage for more targeted marketing, more efficient operations, and, ultimately, more satisfying client relationships.
Streamlining Inquiry Management: Converting Prospects into Ideal Clients
The Dillons emphasize the importance of a dedicated person handling new client inquiries. Rachel manages this process for their firm, ensuring consistent messaging and efficient screening of potential clients.
“The thing that has helped the most with that is knowing who our ideal client is, and knowing who our ideal client isn’t, so that within just a few minutes after talking, I can decide whether or not to continue asking questions to see if they are a good fit?” Rachel explains.
Their system includes:
- Quick response time (typically within 24 hours)
- Use of technology (HubSpot as their CRM and website platform)
- Automated calendar booking for prospects
Marcus adds, “Our website has to be just as good a front door as a brick-and-mortar office could be. So we’ve invested in our website, and many people ask us questions about our website.”
Their website includes clear messaging about their services, video content explaining their ideal client profile and onboarding process, and self-qualification tools. This helps prospects determine if the firm is a good fit before they even make direct contact, saving time for both the prospect and the firm.
Leveraging Technology for Marketing and Communication
The Dillons use a variety of tools to streamline their marketing and communication efforts:
- HubSpot: Serves as their CRM, website platform, social media scheduler and email marketing tool
- Ignition: Used for sending engagement letters and receiving payments
Rachel emphasizes that while these specific tools work for their firm, the key is to find solutions that provide automation, analytics, and a seamless experience for clients and prospects.
Key Takeaways for CPA Firms
To transform your CPA firm’s client acquisition strategy:
- Get specific when defining your ideal client
- Designate a dedicated person to handle new client inquiries
- Invest in your website as a key tool for attracting and qualifying prospects
- Leverage technology to automate and streamline your marketing and communication efforts
By implementing these strategies, you can create a more focused, efficient, and profitable accounting practice that attracts the right clients and provides more satisfying relationships for you and your clients. Get all the details by listening to the full episode of the “Who’s Really the Boss” podcast.
Rachel and Marcus Dillon, CPA own a Texas-based, remote client accounting and advisory services firm, Dillon Business Advisors, with a team of 15 professionals. Their latest organization, Collective by DBA, is a community for accounting firms to get operational support in strategy, structure, and systems.