Yes, it’s that time again — 60-plus hour weeks, productivity at its peak and CPAs working on all cylinders to meet filing deadlines for their clients. Busy season is officially here!

For the next few months, tax and audit professionals will face one of their most demanding times of the year. But wait a minute, isn’t this also one of the best opportunities to bring in new business?

“Are you n-u-t-s?” CPAs often ask, “You want me to add business development to my ‘To Do’ list when I barely have the time to sleep?”

As counter-productive as it may sound, January through April can be the best time to develop new business. Why? This is when the accounting industry is at the center of attention. Let’s face it; Americans are constantly reminded of the looming tax deadlines during busy season. It’s often your best chance to have more face-time with your clients than any other. The bottom-line is that your profession is in the spotlight right now, whether you like it or not.

As the economy tightens, CPAs must take advantage of the opportunities that exist during this bustling period. Although you might not want to think about any more new work right now, you will be glad you did when your schedule slows. You need to shift your mindset from just getting through tax season to making the most of your moment on center stage.

Five Easy Client-Building Tips

I know your time is at a premium. Here are five simple tips to help you bring in new business during busy season.

1. Turn Client Needs Into New Engagements. One of the biggest untapped sources of new business for CPAs is  converting new client needs you discovered during an engagement into new assignments for your firm. For example, you might have discovered a client’s interest in a new computer system, the opportunity to reduce tax obligations with a cost segregation study or the absence of a succession plan. Although many CPAs intend to bring findings like these to the client’s attention, time pressures often keep the focus only on what was promised. They fail to point out opportunities for improvement, and how the CPA’s team can help the client to take advantage of them. You should address these opportunities when you are meeting with your clients to review their tax returns or their management letters. When CPAs engage in proactive approach, it not only leads to new work after the busy season, but it also positions you as a trusted advisor in the eyes of the client.
2. Pick up the Phone. When you need a quick break from a stressful audit or tedious tax return, pick up the phone and call a client. Let clients know you are thinking of them. Ask clients “what’s new?” Not only will they be pleasantly surprised to hear from you, but grateful for your interest in them at a time when they know you are busy. Remember, your actions speak louder than words. This interest will show them just how much you care. You might even hear them remark that they had a question for you or a potential new client introduction, but didn’t want to disturb you right now. Use the information you gather during your conversations to follow up with them as your schedule slows.
3. Ask for Referrals. Referrals are still the number one way that CPAs generate new business. Clients can be the best source of new business leads because they understand the value that you, their CPA, brings to the table. Your clients are often eager to help you as a way of saying thanks for what you have done for them … but they may need a little prompting. Perhaps the most difficult challenge is getting the courage to ask for the referral. Why? For most CPAs, it is the fear of rejection or appearing too pushy. Don’t feel alone though, many CPAs face this same angst. To be successful at developing client referrals requires a change in mindset.
   
   The next time a client praises you for a job well done, don’t just let them stop at “thank you.” Let clients know that you are always looking for a few new clients just like them. You might be pleasantly surprised by their response. “I didn’t realize you were looking for new business.” If you don’t take the initiative, you may never reap the rewards.
4. Be Visible. Sure it’s easy to be a recluse during your busiest times, staying in the office and focusing on tasks at hand. To benefit fully from opportunities that exist for CPAs right now, it is essential to get out and be visible in your community. Accept that invitation to the big networking event where your clients and prospects will be. Look for opportunities that do not require much time, but provide maximum exposure. You might find that you have a captive audience because your competitors are laying low. So go out there.
5. Do Lunch. Let’s face it; we all need a break during tax season, and lunch is the perfect solution. A planned lunch not only gets you out of the office for some nourishment, but it gets you face-to-face with good clients and referral sources. These lunches also reinforce the message that you are available throughout the year. Be inquisitive and let your clients know that things are going well, but you are always open to new opportunities. You never know what might result from a simple lunch.

Take a new approach this year. Welcome business development into your busy schedule. With a few simple, yet purposeful steps, you can take advantage of the opportunities you have as a CPA during busy season and build your practice.

Tracy Crevar Warren, president and founder of The Crevar Group, advises professional services firms striving to grow and maximize performance. She is an author and frequent speaker on various growth, business development, and marketing topics for local, regional, national, and international audiences. Warren can be reached at 336-889-GROW (4769).