Posted on: March 20, 2020 CPA practice development, Grow CPA practice, Sales and Marketing


What is a “CRM” system and why is it so important to the success of a growing CPA practice?

A CRM system is software – specifically, Customer Relationship Management software. 

At the heart of any CRM system is its database – a hub of customer information. A wide array of information about your clients and their history with your firm can be collected into a CRM system, from email addresses to exactly what services you’ve provided. 

But collecting information is only the start. It’s what you do with that information that can rapidly grow your practice.

Here are examples of ways practitioners like you are using their CRM systems to compete in the marketplace:

1. Upselling to Increase Revenue

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Suppose you have three levels of service packages, but only a few of your clients are paying for premium services. You know you could boost revenues significantly if even half of your basic-level clients upgraded at least one-tier. But you can’t begin to upsell those clients if you don’t know who they are. 

Some practitioners use their CRM systems to compile lists of clients according to service package level, so at a glance, they know which clients have room to upgrade.


2. Improving Quality of Service

Where are the weak spots in your service delivery? Your CRM may help you find out if you track client complaints. Look for common snags and fix the root problems.


3. Staying Top-of-Mind

One way to solidify a client relationship is to continue to bring them value throughout the year, rather than just making an appearance at tax time. 

Through their CRMs, many smart practitioners set up year-long “touch plans”.

They schedule and roll out helpful content (via email, social media, or other means) and get reminders to acknowledge birthdays, business anniversaries and other meaningful client occasions. 


4. Maximizing Marketing Results

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Marketing success almost always requires experimentation, at least initially. Then, as you learn, you do more of what works and ditch what doesn’t. 

Many practitioners find immense value in their CRM systems by tracking and analyzing the results of marketing campaigns. Which method got the best response, and with which types of clients?

This is the data from which you can map out insanely successful marketing initiatives. 


5. Leveraging Personalization

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Personalization is a big buzzword these days. More than ever, consumers want to feel seen and catered to – particularly in an area like accounting and tax services. Ironically, impersonal technology has empowered businesses to deliver more personalized service. 

By tracking client activity and preferences in a CRM system, practitioners can customize their outreach. For example, rather than blanketing your customer base with a direct mailer that may only apply to a small percentage of them, you can extend certain offerings only to those most likely to be receptive.

This saves you time and money, increases the odds of getting the engagement you want, and decreases chances that you’ll be seen as a nag or nuisance by those to whom your marketing is misdirected. 

Today’s CRMs are designed to be user-friendly so that everyone in your firm can begin using them quickly. A good CRM will become the backbone of your practice, connecting the client-side experience of every team member and providing valuable intel with just a few keystrokes. 

CRM systems are becoming the norm for CPA practices of all sizes. And in this blog post, I’ve merely touched on what a CRM system can do for your practice. Isn’t it time you considered the investment? 

Click here for the Top 10 Best CRM Software Tools In 2020 according to

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