Three words can make all the difference for your clients

My family and I recently went to Mexico on vacation. Halfway through the flight, with seatbelt signs off and a quiet flight, a flight attendant came by and asked me, “Are you Mr. Walters?” I confirmed, somewhat hesitantly. “I just wanted to tell you that we really appreciate you flying with us. Is there anything we can do for you?” she asked to my surprise.

We were not sitting in first class. Just normal coach. But I fly a good deal on this particular airline, and it has a system for ranking passengers. This entire encounter took the attendant about 12 seconds, but it had a significant impact on me.

 Let me explain why the flight attendant’s actions worked so well for the airline. First, she addressed me as Mr. Walters and people love hearing their name. Then she acknowledged my value to the airline. I appreciated the initiative she took even though she wasn’t busy at the time. She was sitting in her fly chair at the back of the plane and easily could have ignored me until the next meal or drink service. Then she reiterated how much the airline appreciated my loyalty and asked if there was anything she could do to make my family and me more comfortable during the flight. Everyone else in our section thought I was a big shot (which I am absolutely not, but it felt good).

Applicability to accounting firms

When clients visit your office, the reception they get upon arrival will set the tone for their experience. Are you and your team making them feel valued?

Imagine if a member of your team, even someone who does not directly work with a client, takes a moment to say, “Hello, I’m [Name]. I’ve heard great things about you and your business. We really appreciate everything you do, and we appreciate your business. Is there anything I can get for you?”

This genuine expression of gratitude could be a game-changer. Here’s why accounting firms should adopt this approach:

• It builds a strong relationship: In the airline anecdote, using the client’s name and expressing appreciation helps build a personal connection. It shows that the firm doesn’t take the client for granted.
• It enhances client loyalty: When clients feel valued, they are likely to be more loyal. This ensures they’ll continue to do business with you and makes them more likely to overlook minor errors or missed deadlines.
• It increases referrals: Happy clients are the best brand ambassadors. When they feel appreciated, they are more likely to recommend your services to others.
• It cultivates a positive culture: Encouraging employees to express appreciation fosters a culture of gratitude and service within the firm. This benefits not just client relationships but employee morale as well.

Be clear and direct

There’s beauty in simplicity. Sometimes a straightforward “We appreciate you” is more powerful than a bouquet of flowers or a thank-you card. It’s essential to keep the message simple. The directness and clarity of verbal appreciation often have a more profound impact on the recipient.

Accounting firms, like all businesses, thrive on relationships. Personal interaction carries considerable weight in an age in which communication is often reduced to emails and text messages. A simple act of clearly stating, “We appreciate you” can have a monumental return on investment in terms of client retention, loyalty, and referral.

To harness the power of appreciation, make it an integral part of your firm’s culture. Encourage your team members not only to excel in their professional duties, but to take those extra 12 seconds to let clients know just how valued they are. This might very well be one of the most important investments your firm makes. For more on ways to get the maximum return on your time, see my article The 64/4 rule.

Give it a try, tell your clients how much you appreciate them directly.  I’d love to hear how it goes.