Busy Season Means Too Busy To Network?

For CPA's, it is that time of year when our fancies turn to the next 1040 we have to prepare or that next client meeting on the calendar. We go from one return and client to another to another to another. I cannot tell you how many times I hear this statement, "You must be extremely busy this time of year." To which I normally reply, "Yes Mom, I am and I should call you more!" Forgetting to check in with Mom is not the only call or meeting we miss. During "busy season," our faces generally don't make the chamber mixer, professional meeting, or the BNI meeting.

Here is the problem; this is exactly the time we should be at these meetings. Networking in the CPA profession does not stop between January & April 15th. In fact, we may miss major new client opportunities by burying ourselves in those stacks of files on our desk. Yes our time is limited and our current clients deserve our time and attention. However, we should not shut the door to that potential ideal referral our existing client, family, or friends wants to refer to us. So, here are a few things we can do to continue networking during "busy season":

• Use your business card folders or contact lists as conversation generators. For BNI members, your business card folder is an incredible tool to provide additional benefits to your clients. As we are finishing a meeting, let your client flip through your folder and tell them to see if they need any of the services provide. You will be happy to refer anyone in the folder to them. If you do not have a card folder, print out your Outlook contact list, ACT list or whichever contact database you use to let your clients look at. Providing this added benefit to your clients makes you their go-to person.
• End every phone call with "How else can I help you?" Clients many times do not want to unload their problems on you, unless you open the door for them. I know during this time of year I act as a marriage counselor, mediator, and de-facto bartender for clients' problems. By giving your clients an open ear and the offer of a referral to someone who can help, you become the "gatekeeper" they turn to whenever they have a need. This makes you a valuable resource clients come back to time and time again.
• Follow up. Such a simple concept, yet often times so overlooked. Yes we are busy and we will miss returning a call or replying to an e-mail. Even the best message tracking systems experiences failures during tax season. Failing to follow up causes our credibility to drop in the eyes of our clients and referral partners. I have experienced this unfortunate happening and so have even the best networkers. To mitigate these failures, try setting aside a portion of the day, each day, to timely follow up on calls and e-mails. Try blocking out 1/2 day each week for no appointments so you can return calls and e-mails, or simply get some work done. Your prompt follow up will increase credibility greatly. Failure to do so will reduce credibility even more.

With these simple, powerful, and non-time consuming steps, we can continue to be quality referral partners to our networking teams, even as we trudge along to April 15th!